INVESTIGATING THE INFLUENCE OF FACEBOOK PAGES ON WOMEN’S EMPOWERMENT

Abstract

This study explored the impact of FB pages on women’s empowerment. Women empowerment is a critical issue globally, and Pakistan presents a unique context. Social media platforms like Facebook offer new avenues for women to connect, share experiences, and advocate for change. This study used gratification theory, with a focus on the content of two renowned pages Hum TV and Aurat March by analyzed 300 posts (150 each page) Till 2nd August. The content of these pages posts categorized according to the kind of satisfaction attained such as social engagement, empowerment, information and User’s engagement measures such as likes,shares,comments. The findings revealed Hum TV mainly focused on entertainment content only 15% posts are related to women empowerment whereas Aurat March 50% posts related to women empowerment and leaderships, 20% posts informational posts related to women health and legal rights.The Investigation revealed that HUM TV occasionally offers content related to women empowerment. Aurat March demonstrates how social media can be an effective tool for supporting women's empowerment in urban areas of Pakistan by using it to raise awareness and inspire social action through Facebook. The study's conclusions led to the formulation of several important recommendations for TV networks and other organizations in order to assist national efforts to fulfill Sustainable Development Goal No. 5, which focuses on women's empowerment and gender equality.