An Assessment of Social Media Usage Patterns and Influences among Tribal Naga Women of North East India

Abstract

Social media platforms have been acclaimed as providing immense potential for the empowerment of diverse societal groups regardless of gender, caste, class or race. But studies on women’s online experiences have authenticated the hindrances faced by women in access and engagement in social media discourses. This study aimed to assess the pattern of social media use, influences and hindrances faced by tribal Naga women of North East India in their engagement in social media public platforms. Data was collected through a questionnaire survey of 360 female respondents from the States of Nagaland and Manipur. The results showed that WhatsApp Messaging is the most popular platform (n=338) among Naga women, followed by YouTube (n=298) and Facebook (n=286). About seventy-four per cent (74.55%) of the respondents stated that they access social media several times daily. Using social media for news and information ranked the highest (95.93%) followed by social relationships (92.51%). It was observed that social media exposure and usage has positively increased Naga women’s gender awareness (97.16%) as well as their awareness of political and civic issues (96.15 %). However it has not significantly increased their public opinion expression (20%) on socio-political and civic issues. The main hindrances in engagement on social media discussions were Lack of Knowledge about issues (73.98%), followed by a Lack of Interest (71.13%) and a Lack of Time (62.14%). Based in the findings, despite the hindrances and low level of engagement in social media public discourses, it was concluded that Naga women’s information seeking behaviour being the main motivation behind social media could be a positive indicator for the development of their agency.