Abstract: This study investigates how immersive journalism delivered through virtual reality can shape audience attitudes toward refugees by activating affective and cognitive mechanisms associated with behavioral response. Drawing on two focus group sessions with sixteen participants in Northern Cyprus, the research compares the empathetic engagement and evaluative shifts generated by a 360 degree VR documentary with those produced through a traditional 2D viewing format. Participants who experienced the content in VR reported a heightened sense of presence, emotional proximity, and perspective taking, which corresponded with a positive change in their views toward refugees. In contrast, those who watched the same content in 2D expressed emotional discomfort yet demonstrated no notable attitudinal change, suggesting that non-immersive viewing maintains psychological distancing and reinforces pre existing beliefs. The findings indicate that immersive journalism can operate as a technological catalyst for short-term attitudinal reorientation in politically sensitive contexts, particularly by eliciting embodied emotional responses that traditional formats struggle to generate. Although the study is limited by its small sample size and reliance on self reported reflections, it contributes to the growing body of evidence that immersive media hold behavioral and perceptual relevance for journalism practice, audience engagement, and the broader public understanding of marginalized populations.

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For over 50 years, Everett Rogers’ Diffusion of Innovation (DOI) theory has been a cornerstone of understanding how new ideas and technologies spread through social systems. The period of 2000-2025 has ushered in an unprecedented revolution in communication brought about by the explosion of digital media, the emergence of social networking platforms, and the proliferation of mobile connectivity, which has fundamentally altered our human communications, social systems, and behaviors. This critical literature review investigates how DOI theory has been applied, adapted, and remains relevant in the digital media age. This paper utilizes a systematic review method to collect academic literature published in this time frame while synthesizing how the basic constructs of DOI theory—such as adopter categories, innovation attributes, communication channels, and the S-shaped adoption curve—have been developed, amended, or referenced. While DOI theory's tenets are surprisingly resilient, the digital media age has shifted dynamics and introduced substantial theoretical modifications. Digital platforms have collapsed distinctions between mass and interpersonal communication, diffusion processes have rapidly increased adoption, and network effects have increased social influence's role in adoption decisions. The rise of the digital influence altered what it means to be an opinion leader, and the algorithmic curation of content can even represent a robust non-human actor in generating diffusion. This review also identifies some critical limitations of the classic DOI model relating to the digital divide, complexities of information overload, and adoption dynamics associated with purely digital innovations, such as cryptocurrencies and AI/predictive services. Additionally, this review revealed some key gaps in the respective literature establishing the relationship between algorithmic influence and human social networks, and the long-term societal implications of algorithmically driven diffusion. This review concludes that although DOI theory is useful, it needs to be combined with network theory, technology acceptance models, and critical media studies to better grasp innovation diffusion today.

Abstract: This paper extends Cultivation Theory—a theoretical framework developed by George Gerbner to explain television's influence on social perception—to the medium of filmmaking. Cultivation Theory proposes that prolonged, cumulative exposure to media narratives shapes audiences' perceptions of social reality. While television has dominated cultivation research, this analysis applies the theory's core principles to cinema's unique characteristics, including concentrated narrative structures, immersive experiences, and global cultural reach. Employing qualitative discourse analysis of filmmaking practices and narrative forms, this paper examines how cinema contributes to shaping social beliefs and attitudes regarding crime, cultural norms, and social reality.The analysis addresses how filmmaking operates within an evolving digital environment characterized by streaming platforms and algorithmic curation, while also examining the interplay between filmmaker intentionality and audience interpretation. This paper concludes that filmmaking represents a significant yet underexplored mechanism for cultivating social perceptions, with substantial implications for understanding how individuals and communities construct their worldviews in contemporary media environments. Based on these findings, the paper offers comprehensive recommendations for future research directions that address methodological innovations, cross-cultural investigations, and emerging technological contexts.

Abstract: The proliferation of short-form social media content, particularly reels on platforms such as TikTok, YouTube Shorts, and Facebook Reels, has transformed digital media consumption patterns among children globally. In Bangladesh, where smartphone penetration is rapidly increasing, children under 10 are increasingly exposed to high-intensity visual content, yet empirical evidence on its psychological impact remains scarce. This study investigates the association between reel exposure and mental health outcomes—specifically attention problems, emotional dysregulation, behavioral imitation, and dependency-like use patterns—among children aged 4–9 years in urban and semi-urban Bangladesh. Utilizing a cross-sectional survey design (n = 412) and structural equation modeling (SEM), the study also examines the moderating roles of parental mediation and socio-cultural context. Results indicate that higher reel exposure is significantly associated with increased attention deficits (β = 0.41, p < .001), emotional dysregulation (β = 0.36, p < .001), behavioral imitation (β = 0.29, p < .01), and dependency-like behaviors (β = 0.44, p < .001). Parental mediation significantly attenuated these negative effects across all outcomes, while socio-cultural context provided partial protective moderation. Multi-group analyses reveal that younger children (4–6 years) are more vulnerable to reel-induced cognitive and emotional challenges than older children are (7–9 years). These findings highlight developmental vulnerability, the role of the family microsystem, and contextual influences on digital media effects. Policy implications include the development of age-appropriate digital guidelines, parental training, school-based interventions, and platform-level content management, tailored to the Bangladeshi context. The study contributes to theoretical understanding by integrating Developmental Cognitive, Social Cognitive, Attention Economy, and Ecological Systems perspectives, offering a framework for research and policy in low- and middle-income countries experiencing rapid digital transformation.

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This study offers a comprehensive critical examination of the modern Bengali songs of Anjan Dutta, a seminal cultural figure from Kolkata whose musical oeuvre has significantly shaped urban Bengali popular music since the late twentieth century. Positioned at the intersection of urban folk, modern songwriting, and socio-cultural commentary, Anjan Dutta’s songs articulate the emotional, spatial, and ideological contours of metropolitan life in post-liberalization Bengal. Drawing on semantic analysis, discursive theory, and inclusive cultural studies, this paper investigates how meaning is constructed, circulated, and negotiated within Dutta’s lyrical and musical texts. Semantically, the research explores how Dutta’s songs deploy everyday language, urban imagery, memory, and affect to produce layered meanings around love, alienation, nostalgia, and existential reflection. His lyrics often transform Kolkata’s streets, neighborhoods, and social interactions into symbolic sites of belonging and loss, rendering the city both a lived reality and a metaphorical landscape. Discursively, the study situates Dutta’s music within broader conversations on modernity, youth culture, and resistance to commercialized mainstream aesthetics. His songs function as cultural narratives that challenge dominant musical norms while articulating alternative urban subjectivities rooted in personal experience and collective memory. From an inclusive perspective, this research highlights the polysemic reception of Anjan Dutta’s music across diverse audiences—spanning generations, social classes, and national boundaries within the Bengali-speaking world. The paper argues that Dutta’s songs create inclusive cultural spaces by accommodating multiple interpretations and emotional identifications, thereby fostering translocal and cross-border cultural connections between Kolkata and other Bengali cultural spheres, including Dhaka. Overall, this study positions Anjan Dutta’s modern songs as significant cultural texts that transcend entertainment, operating instead as reflective, dialogic, and inclusive artifacts of contemporary Bengali urban life. By integrating semantic depth, discursive context, and inclusive reception, the paper contributes to broader scholarship on South Asian popular music, urban cultural studies, and meaning-making in modern lyrical traditions.

Abstract: The rapid expansion of social media platforms has fundamentally transformed patterns of communication, particularly among Generation Z (Gen Z), who constitute the most digitally immersed cohort in contemporary society. In Bangladesh, the increasing prevalence of obscene, vulgar, indecent, and offensive language on social media has emerged as a significant social, cultural, and psychological concern. This study investigates the patterns, motivations, and socio-psychological contexts of vulgar and indecent language use in digital communication among Bangladeshi Gen Z users. Employing a quantitative survey-based methodology complemented by contextual qualitative observations, the research examines how anonymity, algorithmic amplification, peer culture, emotional expression, and online disinhibition shape linguistic behaviour in social media environments. Drawing upon theoretical frameworks such as Online Disinhibition Theory, Media Ecology, and Sociolinguistic Norm Shift theory, the study reveals that vulgar language is not merely a linguistic deviation but a complex form of digital expression shaped by platform architecture, youth identity formation, and socio-political frustration. The findings highlight a growing normalization of offensive speech, a decline in linguistic civility, and the emergence of vulgarity as a symbolic tool for visibility, resistance, and emotional release. The study contributes to scholarly debates on digital incivility, youth culture, and media ethics in the Global South and offers policy-relevant insights for educators, platform regulators, and digital literacy initiatives in Bangladesh.

Abstract: Internet memes function as compact, emotionally charged units of cultural transmission that spread rapidly through digital networks. Drawing on memetics, complex contagion theory, and socio‑semiotics, this study examines how Generation Z in Bangladesh produces, localizes, and circulates memes as ‘cultural viruses’ that shape cognition, identity, and social norms. Using a mixed‑methods design combining qualitative content analysis of publicly available memes, semi‑structured interviews with Gen Z users, and secondary network‑diffusion insights from prior computational research, the study maps meme life cycles, transmission pathways, and psychosocial effects. Findings indicate that Bangladeshi Gen Z adapts global meme templates through Bangla language, local political references, and youth subcultural humor, increasing in‑group resonance while relying on bridge actors and algorithmic amplification for large‑scale virality. Memes operate simultaneously as social bonding mechanisms and accelerants of polarization and misinformation, particularly when high emotional arousal and irony obscure factual evaluation. The paper proposes an integrated theoretical model—the Gen Z Memetic Transmission Model—highlighting interactions among template ecology, network structure, semiotic context, psychological drivers, and platform affordances. Policy recommendations emphasize culturally grounded digital literacy, platform‑level friction for high‑risk content, and memetic forms of fact‑checking. By centering Bangladesh, this article contributes a Global South perspective to global debates on memes, youth culture, and digital governance.

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Cultivation Theory, a seminal framework developed by George Gerbner to explain the long-term, cumulative effects of television on audiences’ perceptions of social reality, has undergone profound theoretical and methodological challenges since the dawn of the 21st century. This critical literature review meticulously examines the evolution, application, and necessary reconceptualization of Cultivation Theory during the period of digital media ascendancy (2005-2025). The analysis charts the theory’s conceptual trajectory from a broadcast-centric model, contingent on message system redundancy, to its contemporary applications within a fragmented, interactive, and algorithmically curated media ecosystem. Recent meta-analytic evidence confirms that social media exposure yields a small but statistically significant cultivation effect, affirming the theory’s continued relevance. However, the foundational mechanisms of “mainstreaming” and “resonance” require significant re-evaluation. This review argues they are being transformed into processes of “niche-streaming” within digital “echo chambers” and technologically accelerated resonance within “filter bubbles.” A central argument of this paper is the emergence of algorithmic curation as a novel and powerful institutional storyteller, supplanting the centralized narrative function of broadcast television and introducing new complexities to cultivation dynamics. By synthesizing two decades of empirical studies and theoretical critiques, this paper posits that while the core premise of cultivation—that media shapes perceptions of reality—remains salient, its operative processes and societal outcomes have been fundamentally altered. The review concludes by proposing a forward-looking research agenda focused on the implications of AI-driven synthetic media and immersive technologies, underscoring the theory’s enduring, albeit dynamically evolving, explanatory power.

Abstract: This study examines the impact of social media on family bonds in the Global South, with a particular focus on Bangladesh. Building on Putnam’s ‘bowling alone’ thesis, the research reframes social fragmentation in collectivist contexts as a process unfolding primarily within households rather than civic institutions. Employing a sequential explanatory mixed-methods design, the study combines a nationally stratified household survey (n = 1,200) with in-depth interviews and family focus group discussions.Quantitative findings reveal a significant negative association between intensive social media use and family cohesion, mediated in part by reduced shared family time. Passive social media consumption is found to be more corrosive to family interaction than active, relational use. Qualitative evidence contextualizes these patterns, highlighting mechanisms such as attentional displacement, erosion of everyday family rituals, emotional withdrawal, and gendered burdens of emotional labor. Generational differences further reveal a normalization of fragmented interaction among youth, alongside parental concern over declining intimacy.The study contributes theoretically by extending social capital theory to the digital era in the Global South, emphasizing the vulnerability of bonding social capital under algorithmic attention economies. Policy implications underscore the need for family-centered digital literacy, education-based interventions, and platform accountability frameworks that prioritize relational well-being. By centering family life as a critical site of digital impact, this research advances a human-centered perspective on digital transformation in Bangladesh and comparable contexts.

Abstract: The contemporary media landscape, defined by ubiquitous connectivity and algorithmic mediation, has fundamentally reshaped the relationship between audiences and media. This transformation necessitates a re-evaluation and synthesis of foundational communication theories to adequately comprehend the complexities of digital life. This paper presents an integrative examination of two cornerstone paradigms: Media Dependency Theory (MDT), which emphasizes structural power and audience reliance on media systems, and Uses and Gratifications Theory (U&G), which highlights the active, goal-oriented role of the user. Through a systematic literature review of 112 peer-reviewed articles, books, and conference proceedings published between 2015 and the present, this research argues that these theories are not contradictory but are, in fact, convergent and complementary within digital ecosystems. We propose the "Need-Gratification-Dependency" (NGD) cycle as a novel, integrated framework to explain the dynamic interplay between user agency and platform architecture. This cycle posits that users initially engage with digital platforms to actively seek gratifications for pre-existing needs (U&G), but the very design of these platforms—characterized by algorithmic personalization, variable reinforcement schedules, and persuasive design—systematically fosters a state of psychological and behavioral dependency (MDT). This dependency, in turn, reshapes and generates new needs, creating a self-perpetuating feedback loop. This paper traces the evolution of the "active audience" concept to one of "guided activeness," where user agency is exercised within powerful, algorithmically structured environments that constrain and direct choice. We delve into the specific platform features and psychological mechanisms—including habit formation, identity integration, emotional regulation, and neurobiological reward processing—that underpin this cyclical relationship. Finally, the paper explores the profound implications of this integrated model for digital literacy initiatives, the burgeoning field of platform governance, and the critical issue of user well-being, advocating for a paradigm shift toward integrated theoretical frameworks to holistically understand and navigate modern media effects.

Abstract: This literature review provides a comprehensive and critical analysis of the evolution and application of dependency theory from 2005 to 2025, specifically within the context of the digital age. While traditional dependency theory focuses on economic and industrial disparities between the "core" and "periphery," this review demonstrates its renewed relevance in understanding contemporary global inequalities driven by digital transformation. The central argument synthesized from the literature is that a new form of "digital dependency" has emerged, characterized by mechanisms such as platform capitalism, data colonialism, and algorithmic control, which reinforce and deepen historical power imbalances (Couldry & Mejias, 2019; Kwet, 2019).The review traces the theoretical shift from classic dependency to neo-dependency frameworks capable of analyzing the roles of multinational technology corporations and intangible data flows. It critically examines the empirical dimensions of this new dependency, including reliance on foreign-owned digital infrastructure, technological lock-in, and the rise of financial neo-colonialism through fintech.Furthermore, the review explores the burgeoning counter-movements in the Global South, centered on achieving digital and data sovereignty through policy innovation, indigenous data governance, and the development of alternative technological platforms (Hummel et al., 2021; Taylor & Kukutai, 2016). By synthesizing two decades of scholarly work, this review argues that dependency theory remains an indispensable critical lens for interrogating the political economy of the digital age, revealing how digital inclusion can paradoxically entrench new and more insidious forms of exploitation. It concludes by identifying key gaps in the current literature and proposing future research directions to further decolonize our understanding of technology's role in global development.

Abstract: This case study examines the difficulties and approaches in moderating disinformation across multiple digital platforms during the Russia-Ukraine war, with particular attention given to Telegram, YouTube, Facebook, X (formerly Twitter), and TikTok. We examine moderation methods specific to platforms, assessing both algorithmic and human-driven strategies and appraising their effectiveness in reducing misinformation and influencing public opinion. The research indicates that hybrid approaches integrating artificial intelligence with human supervision achieve the greatest efficacy, showing a 28% increase in moderation precision by 2025, yet automated systems continue to have contextual limitations. State-sponsored disinformation, characterized by organized campaigns, requires advanced detection techniques such as intelligence sharing, which increased detection rates by 25%, whereas user-generated misinformation demands broad-spectrum tools and media literacy initiatives. Regional adaptations have a marked impact on outcomes, as platforms that adopt localized strategies, including the appointment of regional moderators, attain an 18% greater effectiveness in curbing misinformation. Clear moderation approaches, including content labeling, increased user confidence by 40%, but the algorithmic promotion of provocative material distorted public debate, requiring modifications to recommendation mechanisms. The findings highlight the critical role of collaborative fact-checking and contextual sensitivity in refining global content moderation frameworks. Moreover, the blurring boundary between state-sponsored and organic disinformation complicates moderation efforts, as state actors increasingly exploit viral user content for strategic amplification. Algorithmic moderation achieves high scalability but falls short in nuanced judgment, whereas human moderation delivers discernment with reduced speed, leading to hybrid systems being the most effective though still flawed approach. This research contributes to the ongoing discourse on disinformation mitigation by identifying best practices, regional disparities, and unresolved challenges in high-stakes geopolitical contexts. The research highlights the need for a comprehensive strategy that merges advances in technology, local knowledge, and cooperation across different platforms to tackle the changing dynamics of online falsehoods.

Abstract: Digital transformation has created opportunities for journalism, with the emergence of new vehicles, forms of content distribution and greater efficiency in production routines. This same transformation, however, is pointed out as one of the main reasons for the negative effects on the institutional role and sustainability of journalism. Much of the technical apparatus used by professionals is now predominantly controlled by big techs, companies that, at the other end, undermine journalism's sources of funding and its independence. This study investigates this technological paradox, examining three issues: a) journalists' latent perceptions of the effects of technologies; b) the weight attributed by the professionals to these dimensions; e) the internal cohesion of these perceptions. The survey was conducted with Brazilian journalists in 2023 (n=230) and used Factor Analysis to identify latent perceptions. The results indicate the existence of a two-factor model organized around an optimistic approach "Innovative and strategic journalism" and a critical stance "Digital skepticism". The optimistic factor had a significantly higher mean (M=3.53 vs. M=3.33, p<0.01) and also higher internal consistency (α=0.701 vs. α=0.501). Despite this, the difference between the factors of critical and optimistic views had a moderate effect (RBC=0.247), suggesting a degree of ambivalence among the journalists. The study offers evidence of the technological paradox in Brazilian journalism, contributing to an understanding of the digital transformation scenario, especially in the face of innovation, risks and ethical challenges that arise.

Abstract: This qualitative research paper examines the complex relationship between community awareness and virtual environments, focusing on the professional challenges and opportunities that emerge within digital spaces. Through thematic analysis of existing literature and theoretical frameworks, this study explores how digital platforms reshape community engagement, social responsibility, and collective action. The research identifies key themes including digital literacy imperatives, cultural identity preservation, information authenticity challenges, and the digital divide's impact on equitable participation. Findings reveal that while virtual worlds offer unprecedented opportunities for community mobilization and cross-cultural dialogue, they simultaneously present significant challenges requiring coordinated professional responses. The study concludes that achieving sustainable community awareness in virtual environments necessitates comprehensive digital literacy programs, ethical governance frameworks, and balanced approaches that preserve human connections while leveraging technological innovations. Recommendations for future research include longitudinal studies on digital community resilience, cross-cultural comparative analyses, and empirical investigations of intervention effectiveness.

Abstract: We present a qualitative re-examination of Uses and Gratifications Theory (UGT) within the current and evolving digital media landscape through the timeframe of (2015-2025). UGT has long guided scholars and researchers in understanding what audience motivations entail while we find that the initial assumptions face an onslaught of challenges in the current age of curated algorithmic media, swirling interactivity, and converged platforms. Accessibility to growing and ever-changing social and mobile media requires an emergent deeper understanding into the ways that users are seeking and obtaining gratification in ways that will traverse past the previous understanding of the theory and considerations. This study aims to address a gap in contemporary UGT literature by shifting from a quantitative analysis of survey data on audience gratifications to a qualitative exploration of individuals lived experiences with media consumption.Using an interpretative phenomenological analysis (IPA) design, we define lived experience through in-depth semi-structured interviews and media diaries that capture rich, contextualized narratives from digital media users. Ultimately, the qualitative approach provides us the ability to dig deep into the agency of the user and media environmental structures, whereby both began to feel paradoxical (Ullah, 2025). Findings of the study reveal expectations of also emergent gratifications related to curated-self-expression, algorithmically defined connections and relate through various seamless transports between information consumption and meaningful escapism.The analysis points to the knowledge that gratifications are still definitive for the users and specific to the platform consumed. The relationship between active audiences and the shaping, powerful space of the digital ecosystem warrants an inclusive perspective of a robust and current UGT. Through a new way of knowing, in including a media ecology perspective, we present a new/internal UGT lens with salient components of meaning-making and sustainability in a dialectical relationship with digital media. The implications of this study present a greater opportunity for scholars to develop thoughtful and robust UGT framework and suggests that the study be of critical interest to platform designers. The study also holds importance for media literacy and how digital media literacy is developed, implemented in practice, and researched.

Abstract: The purpose of this review is to identify how the potential of Augmented Reality (AR) technology has been explored through mobile applications (apps) in the archaeological context in loco. For this, a search was carried out in the Scopus and Web of Science databases, using a combination of terms that encompasses the concepts of AR, apps and archeology, between the time period of 2017 and 2022, which resulted in a set of 16 documents, which, after a selection process based on pre-defined eligibility criteria, resulted in a total of five studies to be analyzed. The quantitative analysis and narrative synthesis of this sample revealed that AR apps in the archaeological context have not yet reached a stable level, although studies indicate that they have a positive impact on the user experience.

Abstract: The rise of digital media has radically changed the landscape of information consumption, creating new media with ambiguous content, which complicates the public discourse and sociopolitical understanding. This qualitative study explored the impact of ambiguous content on media consumers in the era of digital communication. Through qualitative content analysis of selected media artifacts and semi-structured interviews with media consumers and media professionals, the study examined how ambiguous messages are constructed, perceived, and interpreted. The study discussed the key thematic characteristics of ambiguous content, explored the impact of ambiguity on audience trust and engagement, and investigated the interpretive repertoires of ambiguous content that informed and constructed the sociopolitical dispositions of audiences.Data analysis demonstrated how intentionally ambiguous content promotes a fragmented public understanding of the world, increased affective polarization, and decreases trust in the media. Additionally, audiences' interpretation of ambiguous content is further mediated by prior belief systems, social identity, and digital media literacy experiences. By incorporating the perspectives and theories of framing, critical media studies, and decentering of dominant narratives, the study illuminated the power relations within the design and enjoyment of ambiguous media. This research sheds light on the urgent need for media literacy education and responsible editorial practices that address the consequences of ambiguous yet influential content on the sociopolitical landscape. The study adds value to the field of media studies by providing a qualitative study of an underexamined but prevalent aspect of the contemporary information landscape.

Abstract: The proliferation of smartphones and social media has reshaped journalistic practices across South Asia, particularly in Bangladesh, where “selfie stick journalism” has emerged as a symbolic and practical marker of the new media age. This paper investigates how the democratization of media tools—mobile phones, selfie sticks, livestream platforms, and algorithmic news feeds—has redefined the boundaries of journalism, eroding traditional professional hierarchies and raising critical questions: Who qualifies as a journalist in a networked society? What constitutes journalistic authority, authenticity, and accountability when anyone can broadcast to millions? Drawing upon case studies from Bangladesh, India, and Pakistan, this study explores the identity crisis confronting professional journalists amidst the rise of “content creators,” “citizen reporters,” and “social influencers.” The research combines theoretical frameworks from Pierre Bourdieu’s field theory, Manuel Castells’s network society, and media convergence literature to examine shifts in professional legitimacy and epistemic authority. Empirical data are drawn from interviews with professional journalists, digital content creators, and social media analysts, as well as content analysis of viral “selfie journalism” incidents during major political and humanitarian events in 2024–2025. The findings suggest a profound transformation of journalistic identity: a movement from institutional to performative, from gatekeeping to self-branding, and from public service to algorithmic visibility. In South Asia’s hybrid media ecology, the selfie stick becomes not just a tool but a metaphor for the spectacle, precariousness, and personalization of journalism itself.

Abstract: This literature review examines the evolution of gatekeeper theory in the digital media age, synthesizing approximately 60 studies from 2005 to 2025 to analyze shifts from traditional human-centric models to hybrid systems involving algorithms, users, and platforms. Key themes include algorithmic gatekeeping, user-generated content, disinformation challenges, ethical considerations, and global perspectives. Through a systematic review of databases and thematic analysis, the paper addresses the research problem of power dynamics in digital information flows, highlighting tensions between democratization and biases. A focused review of 20 recent studies (2015–2025) provides critical insights into methodologies, findings, and implications. The analysis reveals that while digital gatekeeping empowers participation, it amplifies polarization and inequalities, necessitating updated theoretical frameworks and regulations. Implications for policy, ethics, and future research are discussed, emphasizing the need for transparent AI integration and cross-cultural studies.

Abstract: Alcohol consumption in Bangladesh occupies a complex position, shaped by religious, cultural, legal, and public‑health dimensions. Although overall recorded prevalence is low, illicit consumption and harmful drinking remain concerns. With the expansion of social media and digital platforms, the discourse around alcohol—its availability, legitimacy, stigma, and regulation—is increasingly mediated online. This article examines how alcohol consumption is presented and debated on social media in Bangladesh, exploring dominant framings, underlying ideologies, and implications for policy and public health. Drawing on literature on alcohol regulation in Bangladesh, social media discourse studies, and content analysis of social media posts/pages related to alcohol, the article argues that online discourse reflects a tension: between prohibitionist cultural‑religious norms and emergent consumer/modernity practices, and that this tension has implications for governance, public health communication, and social stigma. The article ends with recommendations for regulatory policy, social media monitoring, risk communication, and further research.