The Influence of Social Media on Identity Appropriation

Abstract

The digital revolution has transformed the way social media influences cultural identities. In Morocco, professional athletes, particularly Achraf Hakimi and Yassine Bounou, play a crucial role in this field thanks to their global influence. This study explores the impact of their social media activities on the identity of Moroccan citizens. By sharing life moments, professional achievements, and patriotic messages, Hakimi and Bounou strengthen the sense of national pride and unity among Moroccans. Their posts, which highlight Moroccan culture through music, cuisine, and traditions, contribute to promoting the country's cultural heritage. Additionally, their collaborations with both local and international brands support the Moroccan economy and enhance the global image of Morocco. The continuous interaction of these athletes with the Moroccan public promotes a two-way communication where citizens actively participate in co-creating the national identity online. By engaging with the content shared by Hakimi and Bounou, Moroccans help shape the collective image of their country, thereby reinforcing national belonging and projecting a contemporary Moroccan identity on the global stage. This study highlights the importance of social media in shaping digital identity and national communication in Morocco, particularly in the northern region, illustrating the central role of athletes as influencers.