Bakrie University Highlights AI and Social Media Algorithm Threats to Local Cultural Resilience

Bakrie University has highlighted that the development of artificial intelligence (AI), social media algorithms, and changes in information consumption patterns present new challenges to the sustainability of local culture in Indonesia. Amid the rapid flow of digitalisation, society is required not only to adapt to technology but also to maintain cultural identity so that it remains relevant in the digital space.

Head of the Master of Communication Science Programme at Bakrie University, Prima Mulyasari Agustini, stated that digital transformation should not be viewed as a threat to local culture, but rather as a momentum to expand the existence and competitiveness of Indonesian culture globally. ‘Local culture has the ability to survive if it can adapt to the times. The digital space actually opens opportunities for society to document, introduce, and develop Indonesia’s cultural wealth to a much wider audience. What is needed is the right communication strategy so that technology and culture can grow side by side,’ she said in a written statement on Tuesday, 7 July 2026.

Meanwhile, Bakrie University lecturer Hany Nurahmawati discussed the dynamics of cross-cultural communication, branding, digital media, and changes in societal behaviour within the digital ecosystem. Branding and communication expert Bambang Sukma Wijaya reviewed the development of Artificial Intelligence (AI), consumer culture, communication ethics, and their implications for modern communication practices.

Beyond the development of AI, the webinar also addressed phenomena increasingly close to public life, such as disinformation, cyberbullying, echo chambers caused by social media algorithms, and the declining quality of the digital public sphere. The speakers emphasised the importance of digital literacy as a foundation for building a society that is critical, inclusive, and responsible in utilising technology.

According to lecturer Eli Jamilah Miharja from the Master of Communication Science Programme at Bakrie University, technological development must be understood not only from the side of innovation but also through social and cultural perspectives. ‘Digital transformation not only changes the technology we use, but also the way we build social relations, understand culture, and shape identity. Therefore, an academic approach through research is important so that technological development can be utilised responsibly without eroding the cultural values that form the nation’s identity,’ she explained.