Exploring the impact of social media on Tribal Enterprises in Jharkhand: A qualitative approach in the context of the New Education Policy 2020

Introduction: Known as the "land of forests," Jharkhand established itself in 2000 to cater to the socio-economic needs and cultural identity of its predominantly tribal population. Despite its rich cultural heritage and significant natural resources, tribal communities in Jharkhand face challenges including economic marginalization and limited access to technology. This study investigates the impact of social media on tribal enterprises in light of India's New Education Policy (NEP) 2020. Objectives: The primary objectives of this study were to understand tribal enterprises' current Social Media usage, investigate perceived benefits and challenges, examine alignment with NEP 2020 objectives, and identify strategies to optimize Social Media's impact on tribal enterprises. Methodology: Employing a qualitative research approach, this study utilized in-depth interviews, focus group discussions, and participant observations. Secondary sources such as academic journals, books, policy documents, and internet articles supplemented primary data to provide a comprehensive understanding of the impact of Social Media on tribal enterprises. Findings: The study reveals that Social Media platforms like WhatsApp, Facebook, and Instagram are increasingly integral to the business practices of tribal enterprises, providing significant market access and opportunities for cultural preservation. However, challenges such as the digital divide, limited digital literacy, and infrastructural inadequacies limit the full potential of these digital tools. Conclusion: Social media serves as a vital tool for economic empowerment and cultural preservation among tribal enterprises in Jharkhand. The NEP 2020 makes a significant contribution by fostering digital literacy and inclusion, which are critical for effectively leveraging social media. Continued efforts to improve digital infrastructure and literacy are critical for tribal communities' sustainable development and empowerment.