EXPLORING THE IMPACT OF DIGITAL MEDIA ON YOUTH'S SOCIAL AWARENESS AND ENGAGEMENT IN PAKISTAN: A QUALITATIVE STUDY

Abstract

Digital media has become a transformative force in shaping youth perceptions and behaviors worldwide, particularly in developing countries like Pakistan. This qualitative study explores the impact of digital media platforms on the social awareness and engagement of Pakistani youth. Using semi-structured interviews and focus group discussions with individuals aged 18–30 from diverse backgrounds, the research investigates how digital media influences their understanding of social issues and motivates their participation in social campaigns. Thematic analysis reveals key factors driving youth engagement, such as exposure to global and local issues, emotional appeals, and peer influence. Additionally, the study identifies barriers like misinformation, online harassment, and the digital divide, which hinder meaningful participation.The findings highlight the dual role of digital media as an enabler and a challenge in fostering civic consciousness among youth. This study contributes to the discourse on media's role in social change and offers recommendations for leveraging digital platforms to enhance youth involvement in addressing societal challenges in Pakistan.