This article focuses on the new traits people
acquire consciously or unconsciously through exposure
to social media. Through an empirical approach based
on the study of its use, practices, and representations of
identity, we pursue here the objective of producing a
contextualized analysis of the appearance of a new
generation toughly impacted by the globalization of the
social media. This generation not only represents a
deviation from a cultural point of view, but also it brings
in a new way of life, of seeing and doing things which is
not necessarily welcomed by the Mauritanian society.
Guided by the reflection of giving a central place to
social media in shaping one’s behavior, we will attempt
to bring a sociological perspective to this socio-cultural
phenomenon as well as analyzing the changes they bring
within societies. This paper confirmed that the social
media has a direct impact of individual’s behavior in
Mauritania and that the Mauritanian society undergoes
a change in its socio-cultural norms which is shaping
new identities and bringing new norms.
Keywords : Social Media, users, Influence, Behavior, Norms, Identity.