Abstrak

The rapid advancement of digital technology, particularly social media, has transformed human interaction while simultaneously posing serious challenges to individual privacy. Social media functions not only as a communication tool but also as a digital public sphere that encourages extensive disclosure of personal information. This study aims to examine the phenomenon of privacy erosion in the social media era and its implications for data security, digital ethics, and the sustainability of social life. A qualitative approach with a literature review method was employed by analyzing academic books, national and international journal articles, and relevant institutional reports. The findings indicate that data-driven economic models, low privacy awareness, and growing dependence on digital systems accelerate the loss of individual control over personal data. Furthermore, non-transparent data practices and excessive social media use negatively affect social resilience and mental well-being, particularly among younger generations. Strengthening digital literacy, ethical awareness, and data protection regulations is therefore essential to ensure sustainable social development in the digital age

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