IMPACT OF SOCIAL MEDIA ENGAGEMENT ON CULTURAL PARTICIPATION AND BEHAVIOURAL OUTCOMES AMONG TRIBAL ADOLESCENTS: IMPLICATIONS FOR DIGITAL COMMUNICATION MANAGEMENT
DOI:
https://doi.org/10.69980/2xgwby08Keywords:
Digital communication management, Social media engagement, Behavioural analytics, Digital inclusion, Communication policyAbstract
This study looks at the effects of using social media. on cultural participation and behavioural outcomes among tribal adolescents in Sanakaliapada, Machhua, and Jumabani villages of the Nilagiri block in Balasore district, Odisha. A sample of 100 adolescents aged 15–19 years was surveyed using a structured survey to assess patterns of utilisation of social media, cultural engagement, and perceived impacts of digital interaction. The study employed statistical decision science techniques, including ordinal logistic regression, binary logistic regression, and Spearman’s correlation, to generate behavioural analytics on adolescents’ digital engagement behaviour. Results indicate that education and gender significantly influence social media usage, while age showed no significant effect. Increased social media engagement was associated with reduced participation in community gatherings and lower adherence to Adivasi Sampradaya (tribal community) decisions, as well as a higher likelihood of adolescents ignoring traditional festivals. A statistically significant but weak inverse relationship was observed between festival participation and daily social media usage. Additionally, greater social media usage was linked to higher perceived usefulness and improved access to health-related information, although digital platforms did not significantly enhance cultural knowledge. Adolescents also demonstrated awareness of negative outcomes such as cultural dilution and mental health concerns, yet continued engagement suggests possible peer influence and emerging patterns of digital dependence. The findings highlight social media as a critical component of emerging digital communication ecosystems in rural regions and offer behavioural insights for policymakers, communication strategists, and digital engagement managers. These insights support the development of culturally sensitive policy and communication strategies that balance digital inclusion, responsible social media engagement, and preservation of indigenous cultural practices.
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