SOCIAL MEDIA UTILIZATION AMONG TRIBAL YOUTH OF NORTH COASTAL ZONE IN ANDHRA PRADESH

Abstract

The present study was conducted to assess the social media utilization patterns among tribal youth of Parvathipuram Manyam district of Andhra Pradesh. A sample of 120 tribal youth were selected using a purposive sampling technique and data were collected through a structured interview schedule and analysed using appropriate statistical tools. The findings revealed that majority of the tribal youth were in the age group of 22-26 years, belonged to joint families, currently pursuing graduation and majority of them possessed medium to high social participation and information-seeking behaviour. With regard to social media utilization, majority of the tribal youth possessed android smartphones, depended on BSNL network and were mostly using platforms such as WhatsApp, YouTube and Instagram for communication, entertainment and social interaction. Usage of professional networks like LinkedIn and Twitter remained negligible. With regard to the purpose of use of social media, majority expressed entertainment and communication as the need. The study highlights the growing digital engagement among tribal youth while also indicating gaps in educational and professional use of social media. These insights can guide educators and extension professionals in designing targeted digital literacy and inclusion programs for tribal communities.