The Transformation Of Social Media And Academic Communication In Padang City

Abstract

Digital transformation has significantly changed the academic communication patterns of university students in Padang City, affecting not only technology use but also social and cultural aspects. This study explores how students adapt to changes in academic communication during digital globalization while maintaining their local cultural values. Using a qualitative approach with a descriptive-interpretative strategy, the research involved participant observation, in-depth interviews, and literature studies with ten selected students. Data were analyzed using Symbolic Interactionism Theory, Computer-Mediated Communication (CMC) Theory, and the concept of glocalization. The findings show that social media platforms like WhatsApp, Instagram, and Telegram have created new, more flexible norms for academic communication, while still preserving Minangkabau cultural values. Students show strong social intelligence, adjusting their communication style between formal and informal contexts. The novelty of this study is its focus on how local culture not only survives but actively shapes communication practices in the digital era. These results contribute to digital communication studies by highlighting the importance of integrating local cultural perspectives and suggest the need for culturally sensitive digital literacy programs in higher education.