FACTS OF SOCIAL MEDIA AND ITS SOCIO-CULTURAL IMPLICATIONS ON THE PAKHTUN SOCIETY

Abstract

This study investigates the impact of social media on cultural and societal dynamics in Khyber Pakhtunkhwa (KP), Pakistan, using Barry Wellman’s Organized Independence Hypothesis. It examines how digital technology has shifted social interactions from traditional, localized groups to networked, individualistic relationships. A quantitative approach was employed, using primary and secondary data collected through questionnaires, focus group discussions, and interviews to explore social media’s role in rural and urban areas of KP. Findings reveal that platforms like Facebook, Twitter, and WhatsApp are central to accessing news, participating in political 
discourse, and shaping public opinion. Social media democratizes information access, enabling engagement in political and cultural discussions across diverse demographics. It also serves as a space for political expression, enhancing pluralism and public participation in KP. The study highlights the persuasive power of social media in influencing political opinions, with many users reporting shifts in their beliefs due to online content. This underscores social media’s role as a key driver of societal and political change in KP. In conclusion, social media has transformed KP’s political and cultural landscape, fostering information access, enabling political engagement, and reshaping public perceptions, thereby playing a vital role in societal Evolution.