"BEYOND THE FEED: DIGITAL MEDIA'S TRANSFORMATIVE POWER IN SHAPING SOCIAL PERCEPTIONS IN INDIA"

Abstract

Digital media has come to rise as an effective weapon of forming social perceptions globally and India has not been left out. As a result of the fast rate of smart-phone and internet connectivity, people have adopted digital platforms, which have changed how people interact with information, interpersonal communication, and social movements. This research discusses the prospective role of digital media in constructing social perceptions in India, mainly the matter of gender equality, caste relations, and political participation. Using mixed-method approach, the research combines quantitative surveys and qualitative interviews in order to study the ways digital platforms affect the public discourse and activism. The findings reveal that over 80% of respondents perceive digital media as a crucial tool for raising awareness about gender issues, exemplified by the impactful #MeToo movement. On the same note, digital platforms strengthen marginalized voices involved in issues to do with caste; however, problems like online discrimination are still experienced. The data lays bare a strong correlation between social media use and political engagement of the youth, which points to the need for critical media literacy to fight misinformation and polarization in political discourse. This research indicates that digital media not only precipitates social change, but there is need for strategic approaches to address menaces such as harassment and misinformation to make sure that the online environment is safe to use. The implications for policymakers and activists involve the promotion of digital literacy, increasing safety for the users, and employing technology for advocacy. Overall, the research highlights two-fold potentials of digital media, to question societal norms and reinforce the existing disparities, while requiring further research and discourse for exploiting the best out of the medium for social perceptions in India.