Scrolling Culture and Social Awareness: A Study of Youth in the Context of Expanding Digital Communication and Online Interaction

Mergo Duyte

doi:10.47616/jamrsss.v7i2.711

Authors

Mergo Duyte University of Philippines Diliman, Philippines

DOI:

https://doi.org/10.47616/jamrsss.v7i2.711

Keywords:

Scrolling Culture, Social Awareness, Digital Communication, Online Interaction, Social Media Engagement

Abstract

The rapid expansion of digital communication and online interaction has significantly transformed how young people engage with social issues. This study examines the phenomenon of scrolling culture and its relationship with social awareness among youth in the Philippines. Scrolling culture refers to habitual, continuous consumption of digital content across social media platforms, which shapes perceptions, attitudes, and engagement with societal concerns. Using a mixed-methods approach combining survey data and in-depth interviews, this research explores how digital exposure influences awareness, empathy, and participation in social issues. The findings indicate that while scrolling culture increases access to information and enhances awareness, it often leads to superficial engagement characterized by passive consumption rather than active involvement. However, in certain contexts, digital interaction can also foster critical thinking and encourage youth participation in social movements. This study highlights the dual role of digital media as both an enabler and a limiter of meaningful social awareness, emphasizing the need for digital literacy and critical engagement among young users.

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