Preface
Social networking sites (SNS’s) have become imperative to the
lives of youth today. They are a compulsive and addictive behavior
to our modern adolescence. Facebook, twitter, orkut, linkedin and
other networking sites have not only given them a platform to
interact, discuss and remain in touch with their loved ones who
live at places across the globe but also to voice their opinions on
social issues. It has created nothing less than a revolution across
the world. The recent Jan Lokpal Bill Movement led by Anna
Hajare and his team, and Nirbhaya Gang Rape case movement are
uprising examples of SNS’s where youths created mass awareness
across the society. They not only participated to create a movement
but also voiced their opinions through the various social networking
sites mobilizing people to sign online petitions, sending them across
to the respective authorities. It was an eye opening example for
any country and the government to understand the power of Social
networking sites.
The SNS’s have made a significant change in their personal
and social lives, and played a crucial role in breaking boundaries,
crossing nations, enabling them to communicate and share their
view on issues like violation of human rights, girl’s education,
10 • Social Media and Indian Youth
adverse effects of global warming, wrong deeds of political leaders,
crime against women, corruption etc.
On one hand where social networking sites empower the youth
and enable them to grow up to their social circle in terms of their
own acquaintances, on the other it raises many questions about
their life styles, safety, privacy and legal issues. The study is an
attempt to understand the impact of these networking sites on the
life styles of Indian youths and also to form opinion about their
thoughts, sociological and psychological change in their Behavior.
There is no doubt Social media industry in India is run by
young and educated youths in big cities and town. According to
Analysis and Outlook Social Media in India 2011 and 2012, Indian
SNS market saw a tremendous growth in the rise of the number of
users and their participations and the amout of time spent. While
Telecom Regulatory Authority of India (TRAI) in their report status
“there has been rapid rise in the number of internet users in India,
it has reached 21 million users in 2011. Broadband too has seen
significant growth in 2011with13.30 million users (22%, Youth
Organizations Umbrella, Inc. Y. O. U) compared to 10.92 million
users in 2010 and was expected to reach 15.9 million users by end
of 2012. 80% of the internet users are urban users and 20% are
rural users in India and educated young people. Indians migrate to
United States (US) for education and jobs and most of them will
be in constant touch with friends and families which led to the rise
in usage of social networks and it is further expected to increase as
US companies set up offices in India employing thousands of
people here. Apart from this more technology related products like
mobiles, laptops, other computing devices like PCs, tablets and
finally the voyeuristic appeal with open networks will drive the
usage further. Most popular social networking site in India is
Facebook as recently it dethroned Indonesia from the number two
slot with 46 million monthly active users in February 2012 on the
site, an increase of 132% from the prior year. Urban cities like
Mumbai, Delhi, Chennai, Kolkata, Bangalore, Hyderabad, Pune,
Ahmedabad and other tier 1and 2 cities and towns dominate the
social networking usage in India. 75% is dominated by male and
mostly the young students and professionals in the age group of
18-24 are dominating the social media usage followed by the 25-
34 age group. They spend hours every month on the various social
networking sites and actively engage with friends and others. Most
of the users are using social media to stay in touch with friends,
track and update their activities, social gaming, follow groups and
communities, discuss social, political cultural and entertainment
topics and also look for information about brands, products and
also provide their feedback.”
Apart from the significant conceptual, theoritical and related
aspects of SMS, the book presents a research analysis, gathering
data across Delhi and Mumbai City from 550 respondents exploring
the broad dimensions of the impact of social networking sites on
the Indian youths, changing mind sets and their life styles. Further
it also explores the potential possibilities for developing a
knowledge based society and enhancing the quality of life.
The book is of immense importance to the ones, who wants to
understand social media and its importance on Indian youths. It
will provide an insight to the students, educationists, researchers,
media planners, social media users and policy makers. The authors
trust that the book is an asset for all of us as we all are affected and
attached in some means to the next generation revolution of social
media.
Dr. Sanjay Singh Baghel