THE INTERSECTION OF TECHNOLOGY AND CULTURE: EXPLORING SOCIAL MEDIAS DUAL IMPACT ON RAJASTHANS TRIBAL POPULATIONS

The rapid expansion of social media has reshaped cultural landscapes across the globe, yet its implications for marginalized communities remain complex and underexplored. This study investigates the dual impact of social media on Rajasthan’s tribal populations, examining how digital platforms simultaneously foster socio-economic empowerment and challenge traditional cultural structures. Drawing on data from 120 participants representing diverse tribal groups across five districts, a mixed-method research design was employed, combining structured surveys with in-depth interviews to capture both statistical trends and nuanced narratives. Quantitative analysis revealed significant positive associations between social media use and increased access to educational resources, health information, livelihood opportunities, and e-governance services. Qualitative insights, however, highlighted a parallel shift in community values, with concerns over language dilution, reduced intergenerational transmission of oral traditions, and the spread of misinformation. These findings underscore the paradoxical role of social media as both a catalyst for development and a vector for cultural transformation. The paper concludes by advocating for culturally sensitive digital literacy initiatives, community-driven content creation, and policy frameworks that integrate technological inclusion with the preservation of indigenous heritage. By situating the discourse at the intersection of technology and culture, this study contributes to a deeper understanding of how Rajasthan’s tribal communities navigate the promises and perils of the digital age. Keywords: Social Media, Tribal Populations, Rajasthan, Digital Inclusion, Cultural Change, technology