The Role of Social Media Management in Expanding Media Culture

Culture is a highly collaborative form of activity in which people build their communities and identities. Culture shapes people and cultivates their capacities for speech, action and creativity. Media culture is also involved in these processes and since people spend a lot of time using media, it has significant effects on people's views and identity. This research was conducted with the aim of investigating the role of social media management in expanding media culture. The research is descriptive-analytical and has been done using the library method. The findings of this research showed that the emergence of social media has become a suitable platform for the interference and integration of cultures and the change of values in different societies, which has caused the emergence of media culture. Media culture is now the dominant form of culture that today causes the reproduction of social personality and identity change. By sharing ideas and information through virtual networks and increasing the interactions of people with different cultures, social media has changed the beliefs and expanded the cultural commonalities of different communities or religions and ethnic groups.