Nexus Between Social Media and Social Isolation Among Urban and Rural Youth: A Comparative Study

Abstract

Social media is very popular worldwide. Social media platforms like Facebook, Instagram,
Twitter, LinkedIn, and Snap chat remain popular choices for connecting with others, sharing
content, and staying informed. The usage of social media and networking sites continues to
evolve rapidly. It is influenced by various factors like technological advancements, cultural
shifts, and global events. While social media platforms provide opportunities for connection
and interaction, excessive or problematic usage may also contribute to feelings of social
isolation. Excessive use or reliance on social media for social interaction may lead to feelings
of loneliness or social isolation, especially if online connections do not adequately substitute
for face-to-face interactions. Current study focuses on the connection between the excessive
use of social media and perceived social isolation. Conversely, rural youth, who often face
geographic and social constraints, may rely on social media as a vital tool for communication
and social integration. Understanding these contrasting experiences is crucial in assessing the
broader implications of social media on youth mental health and social well-being. It was a
comparative study of rural and urban youth of Punjab and quantitative in nature. Sample was
selected through multistage sampling technique. Three agricultural universities i.e. PMAS
Arid Agriculture University, University of Agriculture Faisalabad and MNS-university of
agriculture Multan was selected from north, central and south zones of Punjab, Pakistan
through purposive sampling technique. A sample of 396 respondents (198 rural and 198
urban) was selected through Taro Yamini formula after getting the list of enrolled students
from the selected universities at 5% error and 95% confidence interval. The equal proportion
was selected due to the better comparative analysis. Well-structured questionnaire was used
for collection of data. Collected data was analysed by using SPSS (Statistical Package for
Social Sciences). Findings reveals that urban youth are expected to spend more time on social
media due to greater internet accessibility and digital literacy. They may use social media for
networking, entertainment, and self-presentation but may also experience negative outcomes.
Youth may use social media primarily as a tool for maintaining long-distance friendships,
overcoming geographic isolation, and accessing educational resources. The findings indicate
that while social media can serve as a powerful tool for connectivity and information sharing,
excessive and unregulated use can contribute to social isolation in both urban and rural
contexts. Urban youth, with greater access to social media, may experience higher levels of
social comparison, online peer pressure, and, exacerbating feelings of loneliness and disconnection. Meanwhile, rural youth, despite using social media to overcome geographic
barriers, may face additional isolation due to limited digital access and fewer online peer
interactions. It was concluded that study provides a comparative analysis of social media
usage and perceived social isolation among urban and rural youth, highlighting the differing
challenges and experiences associated with digital interactions.