Religious Social Media Exposure, Gender Role Attitudes, and Intercultural Understanding among University Students in Vietnam

Abstract

The relationship among culture, gender, and religion has become increasingly complex in the digital age, particularly as university students encounter religious and cultural narratives through social media. This exploratory study examines how exposure to religious content on social media influences students' gender role attitudes and intercultural understanding in Vietnam. Using a mixed-methods design, the study combines descriptive survey data with thematic analysis of open-ended responses. A structured questionnaire was designed for undergraduate students who had encountered religious or culturally oriented content on platforms such as Facebook, TikTok, YouTube, and Instagram. Closed-ended items measured frequency of exposure, perceived influence on gender attitudes, and perceived contribution to intercultural understanding, while open-ended questions explored students' experiences, concerns, and suggestions for inclusive digital communication. Descriptive findings suggest that religious social media content can promote cultural awareness, moral reflection, and dialogue across difference. However, students also reported risks, including gender stereotyping, selective exposure, online conflict, misinformation, and the simplification of religious traditions. Thematic analysis identified four major benefits: cultural learning, ethical reflection, increased empathy, and interfaith curiosity. Four major challenges were also identified: reinforcement of traditional gender norms, polarized discussions, lack of contextual interpretation, and uncertainty about source credibility. The study highlights the need for critical media literacy, gender-sensitive religious education, and inclusive communication practices in higher education. It contributes to interdisciplinary scholarship on digital religion, gender studies, and cultural communication by showing how young people negotiate identity, belief, and gender norms in digitally mediated environments.