DIMENSIONS OF SOCIAL MEDIA AND ITS SOCIO-CULTURAL EFFECTS ON PAKHTUN SOCIETY

Abstract

The study explores the influence of social media on individuals’ cultural and social views, focusing on its role in shaping cultural perceptions, promoting diversity, and contributing to cultural stereotypes. Through a survey-based analysis, the research examines how social media affects personal beliefs and values, with particular attention to engagement with cultural content and its impact on cultural diversity. The findings reveal diverse experiences: while a significant proportion of respondents report changes in their perspectives due to social media, a large portion remains unaffected, and some express uncertainty about its influence. Additionally, the study highlights a high level of engagement with cultural content, suggesting its cultural significance in the digital landscape. The research also addresses respondents' perceptions of social media’s role in cultural diversity, with a majority viewing it positively, though concerns about the spread of negative cultural stereotypes, particularly in regions like Khyber Pakhtunkhwa, remain prevalent. This paper contributes to the understanding of social media’s complex role in shaping cultural discussions, promoting diversity, and reinforcing stereotypes,offering insights into the varying perceptions of digital platforms' impact on culture.