This study investigates the impact of audio-visual digital content on Egyptian children's identity, with a focus on YouTube and TikTok. Using both qualitative and quantitative research methods, the study explores how children's consumption of digital media affects their identity formation. The quantitative component involved a structured survey administered to 200 children aged 9-13, revealing that 72% of the participants spend more than two hours daily on these platforms, with 68% indicating that their identity and behavior are influenced by the content they consume. Additionally, 55% of children reported feeling pressured to conform to the behaviors and lifestyles seen online, which significantly affects their self-esteem and identity development. The qualitative insights, gathered from focus groups discussions with mothers highlight the critical role of parental mediation in shaping children's identities in the digital age. Mothers expressed concerns about their children's adoption of values and behaviors seen on these platforms. The findings suggest that unsupervised and frequent exposure to digital content can lead to shifts in children's cultural and social identities, often aligning them with the often idealized and unrealistic portrayals seen online.

The study concludes with recommendations for future research to investigate the long-term effects of digital media on children's identity formation across various cultural contexts and to develop strategies that foster media environments conducive to healthy identity development. The result of this study provides a comprehensive view of the digital landscape's influence on young users' identity, advocating for informed policies and educational strategies to support children's development in the digital age.