Social Media and Women: A Critical Evaluation of the Behavioural Disconnect

Media is established as an effective tool to achieve fruitful communication process. However, the media consumers have not known the use of the tool effectively. The emergence of New Media resulting in convergence is playing havoc in the developing situation. Social Media has been a forum to exchange views and feelings which is confined to a community or individuals. Thus the characteristics of Social Media require examining its role under mass communication. Also, the larger objectives like moulding the public opinion or direct participation in the process of development needs to be relooked in Social Media. Moreover computer skills, technological peripherals and affordability, non-availability of vernacular language over Social Media are some of the big barriers. Social Media, which is in its infancy, is perceived as the neighbours’ enemy and the pride of the owner. While India is emerging as a powerful economy, the socio-economical ? educational ? political development of women in a multi-cultural, multi-lingual, hierarchical society is a conceived reality. The empowerment of women and the potentiality of technology which are simultaneous occurrences call for a study of this kind. With the above arguments, this study limiting itself to urban women has the scope to examine the role of participants in Social Media and has the objectives of checking it for its strength in societal influences including developmental activities. The significance of the study is in redefining the behaviour of women in Social Media. The methodology here is of a theoretical study with critical approach to probe into the status of participation of women in Social Media. The theoretical frameworks are Feminism, Social Responsibility and the theory of Out Of Reach that refute the Marketing paradigms.