Algorithmic identity formation and brainrot culture shaping Gen Z’s values through collectibles and digital consumption

Abstract

The digital platforms that are algorithmically curated shape young users encounter with culture, aesthetics and consumption. This study examines the brainrot culture that is absurd, repetitive and short term which contributes to identity formation among Generation Z audience. The particular focus is on viral collectibles which become strong material expressions of digitally mediated selfhood and societal acceptance. The research addresses a gap in digital and cultural studies by linking algorithmic feeds, engagement patterns and symbolic practices that become a very crucial part of the Generation Z personality and behavior. Using an exploratory quantitative cross-sectional research design, primary data was collected from the Generation Z respondents through structured interviews. The descriptive statistical techniques were employed to understand the relationships between algorithmic personalization, brainrot content exposure, psychological engagement, behavioral outcomes and collectible specific identity signaling. The findings of the study reflect deep daily engagement of Generation Z with algorithmic driven social interaction platforms and unaccountable exposure to brainrot aesthetic. The brainrot culture should be understood not as a trivial content but as an adaptive mode within saturated attention economies. The study aims to examine objectives related to how algorithmically dominated brainrot content and viral collectibles curate the identity formation and symbolic consumption among the Generation Z audience. This research contributes to global debates on digital platform governance, youth micro-cultures and digitally mediated identity formation in terms of values, behaviors and symbolic consumption.