The Role of New Media in Cultural Value Creation and Hero Cultivation: An Analysis of Opportunities and Challenges

This study aims to examine the role of media, particularly new media, in reinforcing values through hero cultivation, focusing on the analysis of opportunities and challenges.

A qualitative research approach was employed, consisting of 14 interviews with experts in the field, including scholars and university professors, as well as leading media practitioners in new media (virtual space, interactive social networks).

According to expert opinions, the current approach to content management in new media is centered on media practices that serve hero cultivation. By strategically planning, guiding, and shaping the content of multimedia heroic productions based on artificial intelligence, it is possible to introduce culturally and value-driven heroes with high appeal through uplifting content aimed at youth. This approach seeks to move beyond the stereotypical portrayal of sadness and lack of appeal in new media for role modeling.