A Study on the Impact of Social Media on the Lives of Rural Women in Western Uttar Pradesh

Social media is rapidly transforming the landscape of rural life and society. The most significant aspect of rural life—cooperation and harmony—is gradually disappearing. Due to social media, not only has the traditional rural community gathering (Chaupal) disappeared, but social media itself has become the new Chaupal. Women's use of social media is steadily increasing, with the highest surge observed during the COVID-19 pandemic. However, rural women generally spend only one to two hours daily on social media, with the percentage of users declining as usage time increases. Among social media platforms, rural women engage the most with YouTube, where they watch videos extensively. Their interest in Instagram is also growing, along with a rising trend in listening to music and consuming entertainment content. Social media has had a profound impact on the lives of rural women. Women in Western Uttar Pradesh believe that social media plays a crucial role in education and providing health-related information. Many women report gaining health-related knowledge through social media, which benefits them. However, most women feel that social media does not provide significant employment-related information, thus limiting job opportunities for them. Social media has played a negative role in eliminating superstitions and social evils in rural areas, as it has, in some cases, contributed to their spread. Significant changes are occurring in rural customs, traditions, and cultures due to social media, which should not be ignored. This indicates that social media has both positive and negative impacts on rural women.