A Study of the Facebook Page of ‘Kanya Shiksha Pravesh Abhiyan’ For Promotion of Women Education

Social media is a storehouse containing the potential to unlock wide possibilities that can bring in revolution. Social media connects individuals for numerous causes and has facilitated women’s education. There is a lot of information shared on social media creating awareness for benefitting women and connecting them to the larger world. Many women in a developing country rarely get the opportunity to access the activities and events happening outside their region and social media fills this space by bringing the world to them through a smartphone. Social media campaigns carried out by the government are crucial to the reception of the various schemes and awareness of the masses about the importance of social issues. In 2022, the Ministry of Women and Child Development launched the Kanya Shiksha Pravesh Abhiyan along with Ministry of Education and UNICEF. The campaign holds significance as it envisages development by promoting education, gender equality, and girl empowerment under the aegis of Beti Bachao Beti Padhao scheme, Samagra Shiksha Abhiyan and New Education Policy. The objective of the research is to understand the role of social media in female education and study the campaign carried out on Facebook by the government for promoting Kanya Shiksha Pravesh Utsav scheme. The research uses qualitative analysis and content analysis of the Facebook pages to understand the use of social media to promote the campaign. The analysis finds different storytelling methods on social media used by the Government of India to encourage women education.