Social Networking and Cultural Impacts: Insights from Indian University Students

Abstract

India is one of the world's fastest-growing nations in terms of information and communication technology advancement, which is connected to three major technological components: computers, mobile phones, and the internet. The introduction of broadband internet services has led to the widespread usage of Social Networking Sites (SNS) such as Facebook, WhatsApp, Instagram, Twitter, YouTube, LinkedIn, and others. These SNSs have also impacted the social, cultural, and economic lives of Indian university students. This paper uses social media (SM) and SNS interchangeably. SNSs have occupied many students' valuable time and have had varying degrees of impact on their social, personal, cultural, and economic lives. It was vital to ascertain the extent and way SNS has culturally affected the university students of Raipur City, India.  The study was carried out with a sample size of 380 students.  According to the survey, 84.2% of students believe that SNS as a potent medium has contributed to today's educated youth's socio-cultural integration and camaraderie. SNS is, therefore, valid for fostering social cohesion, cultural integration, and social integration. The study found that most students (77.7%) use social networking sites to meet people worldwide and gain knowledge about their diverse cultures. As a result, it demonstrates the contribution of social media to students' cultural integration both within and outside the national borders, regardless of their social and cultural backgrounds. Most students (78.4%) think that social media helps value integration among youth and promotes local cultures around the world. Therefore, societies are evolving into a global society via such integration and promotion of values.