Exploring social media engagement among women in Haryana impact on lifestyle social agency and identity

Abstract

Over the past decade, social media has emerged as the key area of media research all over the world. Research studies on this new medium as well as on the users of this medium have shown that social media use, and impact varies in different socio- cultural domains. This study explores the phenomenon of social media use and impact, in the context of Haryana, with a focus on the women social media users in select cities of the state. Although these cities are geographically located near the national capital, yet the prevailing social systems there are based on traditional value system that restricts women to access public sphere on their own. Most women in these families are not employed and face restrictions in travelling alone, staying outside home till late, eating out, or shopping alone. They are mostly homemakers, and strictly follow traditional norms of gender segregation that includes adorning ghunghat (veiling), avoiding male gatherings, participating or expressing opinion on any family issue etc. This study focuses on those women among them, who have access to social media, to find out how their social media use impacts their family norms, roles and relationships as well as their personal choices and decision making. Using a mixed method approach, the data was collected through a combination of qualitative tools, like Netnography used for public accounts of 10 mini-celebrities,and in-depth interviews with 20 women, as well as the quantitative tool of survey questionnaire ( among 438 women) who are actively engaged with social media. These women are content developers or consumers of the brand-websites, platforms for networking, entertainment etc. This thesis is well researched document that found the role of social media as a change agent in the lives of these women in Haryana in terms of the way they negotiate traditional expectations and roles while undergoing transformation in their own value systems, lifestyle and relationships. Using thematic analysis, the study argues that social media engagement act