Usage of Social Media and Cultural Identity in Chitral: An Exploration through Mix-Method Approach

Social media is a fast-expanding platform, and considered as a hallmark of 21st century communication and cultural patterns. Rapidly changing cultural trends are observable as the ways of communication and patterns of interaction through social media are playing a pivotal role and its profound impact on cultural identity is evident. Framed under mix-method design, the aim of this study was to investigate the usage of social media and its impact on cultural identity in Chitral, Pakistan. A multifaceted sampling approach was utilized by using purposive and simple random sampling techniques. A well-structured interview schedule for quantitative information and semi- structured interview guide for qualitative information were utilized. The data was analyzed statistically and thematically. Findings shows that social media has a significant impact on cultural patterns and cultural identity in Chitral as the social media has provided an environment with enhanced information and communication means. It facilitated sharing opinions, perceptions, digital images, photographs, and knowledge on various issues of human life including but not limited to academic, social- cultural, spiritual, and business and tourism. On the contrary, acculturation and loss of cultural identity has been found at significant level. Moreover, physical interaction in terms of social isolation has caused considerable impact on psychological wellbeing of people. Qualitative explorations are further required to know about micro level cultural impacts of social media on Chitrali culture.