The cultural impact of YouTube travel vlogging in Bangladesh: negotiating homogenization, hybridity, and youth identity

Abstract

Digital media has emerged as a cultural force in the modern world which reshapes how individuals imagine the world, form their identities and consume entertainment. Among all digital platforms, Youtube is one of the central mediums where travel vlogging creates cultural flows, blending the local and global cultural aesthetics. This paper investigates how travel vlogging creates cultural homogenization, hybridity and creating a different youth identity formation in Bangladesh and the focus travel content creators are Nadir On The Go, Salahuddin Sumon, Md Fizz. The travel content creator Nadir On The Go, represents globalized travel content with national and international audience highlighting different destinations like Switzerland, Bangkok, Turkey showcases the cosmopolitan leisure practices and normalizes the consumption practices. Also, his narratives reveal Bangladeshi youth attracted to global aspirations of mobility, lifestyle and cultural emphasis on cultural homogenization. Salahuddin Sumon, in contrast, a travel journalist and vlogger illustrates Bangladeshi heritage, historical description and rural landscape. His works manifest cultural hybridization, blending global worldwide trends with local culture to create unique and genuine videos. Another travel vlogger is Md Fizz who make mixture of adventure, humour and lifestyle content to connect with audience. He offers digital storytelling which reflects hybrid youth culture shaped by the global media but in the local way. By analysing the case studies, the research highlights how Youtube travel vlogs have the mix effect on local cultures. They dilute culture by promoting global trends clothing, food and what is considered as fun also preserve culture by showcasing the local tradition, authentic food, community pride, helping to share and maintain unique cultural identities.