TECHknowledGY

  Technology has become one of the most powerful forces shaping modern social culture, influencing how people communicate, form relationships, share information, and construct identity. Scholars consistently highlight that technological advancement act as a catalyst for cultural transformation, accelerating the exchange of ideas and reshaping social norms across the globe. Alsaleh (2024) notes that digital tools, such as smartphones and artificial intelligence, have redefined communication pattern and enabled unprecedented cultural diffusion, blending values and practices across borders. This rapid evolution has created a global cultural ecosystem where traditions, behaviors, and social expectations shift at a pace never seen before.  One of the most profound cultural effects of technology is the restructuring of human interaction. Research shows that digital systems, have altered community dynamics, family structures, and even gendered division labor. This has created both op...

The digital disruption of traditional mass media has amplified social media platforms by embedding their interactivity into daily routines. Platforms like TikTok, Instagram, and X are now communication tools and culture arena (Song, 2024). Society now expects media to be immediate, authentic, and socially responsive. The rise on influencer culture illustrates this shift. Individuals, rather than institutions, now shape cultural norms and public discourse (George,2025). Audiences expect relatability and transparency, often valuing personal storytelling over polished corporate messaging. Research highlights how social media has become a disruptive force across the sociocultural landscape, Influencing everything from personal relationships to political activism (Khan, 2025).  This participatory culture has also created challenges. Misinformation spread rapidly, echo chambers reinforce biases, and digital inequality excludes certain voices (Lee, n.d.-a). Yet, the expectation remain...

  For most of the 20 th century, mass media was defined by centralized broadcast systems. Newspapers told us what mattered, TV networks decided which stories were big enough, and culture moved at the pace of printing presses and schedules ( 1.3 the Evolution of Media | Media and Culture , n.d.). Audiences were largely passive, consuming what was broadcast without much opportunity for feedback or participation (Milholm, 2016). The expectation was simple, media would inform, entertain, persuade, and it would be a one-way channel.   However, technology changed the rules and society changed with it. The rise of digital technologies disrupted this model. With the internet, audiences gained access to a vast amount of information beyond traditional outlets. Instead of waiting for the evening news, people could access breaking stories instantly (Kumar, 2025).   This immediacy shifted expectations. Today, society demands speed, transparency, and interactivity from media (Sc...