Social Change in the Digital Era: Social Media’s Role in Quetta City of Balochistan

Abstract

This study investigates the role of social media in bringing about social change in Quetta, a city in the province of Balochistan, Pakistan, within the context of the digital era. With the increasing use of digital communication technologies, social media platforms such as Facebook, Twitter, Instagram, and WhatsApp have emerged as powerful tools for public engagement, awareness building, and social activism. To explore this phenomenon in Quetta, data was collected using the survey method through a structured questionnaire administered to a diverse group of respondents. The participants varied in age, gender, education, and professional backgrounds, providing a broad perspective on the impact of social media. The findings of the study reveal that social media is seen as highly effective in raising awareness about various social issues among the residents of Quetta. Respondents reported being regularly exposed to content related to important topics such as education, women’s rights, climate change, healthcare, human rights, and political matters. Many individuals stated that they not only consumed such content but also actively engaged with it by liking, sharing, commenting, and even initiating conversations around these themes on their personal social media profiles. This interaction has helped foster a more informed and socially aware public. Furthermore, the study highlights that social media is contributing to changes in societal norms and individual behaviors. A considerable number of respondents acknowledged that their attitudes, beliefs, and behaviors had evolved due to their interactions and exposure to diverse ideas and opinions shared on social media platforms. For instance, some reported becoming more open-minded, socially responsible, and conscious of issues they had previously overlooked. The accessibility and immediacy of social media allow people to connect beyond traditional boundaries of class, ethnicity, and geography, enabling the creation of new networks and virtual communities dedicated to promoting social change. This digital engagement has empowered individuals, especially the youth, to take part in discussions and campaigns that seek to address pressing social challenges and bring about positive change in society. In conclusion, the study confirms that social media plays a pivotal role in shaping public discourse, influencing societal attitudes, and encouraging civic participation, making it a vital instrument for social transformation in Quetta in the modern digital landscape.