ROLE OF SOCIAL MEDIA IN PROMOTING PAKHTOON CULTURE IN KHYBER PAKHTOON KHAWA

Abstract

This research article examines the substantial influence of social media platforms on the dissemination and promotion of Pakhtoon culture in the region of Khyber Pakhtoon Khawa (KPK), with particular emphasis on the city of Mardan. A descriptive survey methodology was employed to gather data from a sample of 200 participants, utilizing interviews and questionnaires as the primary data collection instruments. The research findings indicate that social media platforms have a significant impact on the development and reinforcement of cultural identity, as well as facilitating intercultural interactions. It enables the exchange of knowledge, fosters political consciousness, and promotes social interactions among individuals. The impact of social media on individuals' lifestyles and interpersonal connections has been predominantly positive; however, it has also given rise to apprehensions regarding addictive behaviors and improper usage. The results underscore the significance of conscientious utilization of social media in order to harness its capacity for societal change.