ROLE OF SOCIAL MEDIA IN WOMEN EMPOWERMENT IN PAKISTAN

Abstract

The global interest in the function of social media in empowering women has been significant. It is clear that social media platforms have given women a distinct opportunity to express their views, question established conventions, and promote their rights. This transition has sparked a new epoch of female empowerment, both on a worldwide scale and specifically inside Pakistan. This research investigates the intricate relationship between social media, information-seeking behavior, digital access, and women's empowerment in Pakistan. While the influence of social media on empowerment was found to be non-significant, indicating a nuanced role, the impact of online activism and content engagement was notably positive, suggesting that digital advocacy and content creation can enhance women's autonomy. Women's information-seeking behavior strongly correlated with empowerment, highlighting the pivotal role of digital access in fostering informed decision-making. Moreover, digital access was positively associated with empowerment, emphasizing its significance in providing women access to education, economic opportunities, and support networks, particularly in remote areas. Additional variables such as age, education, income, and geographical location, though not always significant, provide a comprehensive understanding of the multifaceted factors that shape women's empowerment. This research underscores the need to acknowledge the diverse and evolving factors contributing to women's empowerment in the digital age, emphasizing the importance of a holistic approach that recognizes the multifaceted nature of empowerment. Such an approach is vital for policymakers, NGOs, and researchers seeking to promote women's autonomy and well-being in Pakistan and beyond.