Impact of Social Media and Internet Access on Rural Youth and Employment Patterns
Siripuram Srinivas
Research Scholar and Principal Vignan Degree College, Karimnagar
Dr N.V. Sriranga Prasad
Head & Assistant Professor Department of Business Management Atavahana University, Karimnagar
Download PDF
http://doi.org/10.37648/ijps.v21i03.042
Abstract
The spread of the internet and social media has brought major changes to life in rural India. What was once a communication gap between rural and urban areas is now being bridged through digital connectivity? Young people in villages today are using the internet and social media not just for entertainment, but also for education, job opportunities, and self-employment. This digital shift has created new hope and possibilities for rural youth, but it also comes with new challenges. This paper studies how social media and internet access are changing the employment patterns and aspirations of rural youth, especially in the context of Viksit Bharat @2047, which envisions a self-reliant, developed, and digitally empowered India.
Keywords:
Social Media; Internet Access; Rural Youth; Employment; Digital Literacy; Rural Development; Viksit Bharat 2047; Digital Inclusion; Public Policy
References
- Agarwal, R., & Thakur, S. (2021). Digital inclusion and rural youth empowerment in India. Indian Journal of Development Studies, 15(2), 45–59.
- Aceto, G., Botta, A., Marchetta, P., Persico, V., & Pescapé, A. (2018). A comprehensive survey on internet outages. Journal of Network and Computer Applications, 113, 36–63. https://doi.org/10.1016/j.jnca.2018.03.021
- Bhatnagar, S. (2020). Digital India: Bridging the rural–urban divide. Economic and Political Weekly, 55(32), 24–31.
- Bhattacharya, D., & Singh, N. (2021). Social media as a catalyst for rural entrepreneurship: Evidence from emerging markets. Journal of Rural Development, 40(3), 423–438.
- Census of India. (2011). Primary census abstract – Data highlights India. Registrar General and Census Commissioner, Government of India.
- Government of India. (2015). Digital India programme: Empowering citizens through technology. Ministry of Electronics and Information Technology (MeitY).
- Gupta, A. (2020). Digital exposure and social mobility among rural youth in India. Asian Journal of Social Science Research, 9(1), 88–103.
- International Labour Organization. (2021). the changing nature of work in the digital economy: Global employment trends for youth 2021. https://www.ilo.org
- Internet and Mobile Association of India. (2024). Internet in India report 2024. IAMAI & Kantar.
- Jain, P. (2022). Rural entrepreneurship through social media: A new wave of digital livelihoods. International Journal of Rural Development, 39(1), 1–12.
- Kaur, G., & Rani, M. (2022). The influence of social networking sites on skill development among rural youth. Indian Journal of Communication Studies, 10(2), 56–70.
- Kumar, S., & Babu, R. (2021). What Sapp and rural women entrepreneurs: A study on digital microbusinesses in South India. Journal of Entrepreneurship and Innovation in Emerging Economies, 7(2), 134–149.
- Mehta, P., & Rao, S. (2021). Bridging the connectivity gap: Internet infrastructure and rural digital transformation in India. Telecommunications Policy, 45(9), 102–124.
- Ministry of Rural Development. (2023). Annual report 2022–23. Government of India.
- Mishra, R. (2023). Social media, aspirations, and youth migration: Evidence from rural India. Asian Journal of Social Science Research, 8(4), 59–74.
- Nair, A. (2022). Digital freelancing and gig economy: New employment paradigms in rural India. Indian Journal of Labour Economics, 65(3), 489–507.
- National Sample Survey Office. (2023). Employment and unemployment situation among youth in India (Report No. 568). Ministry of Statistics and Programme Implementation.
- NITI Aayog. (2023). Digital inclusion and rural economy: Annual report 2023. Government of India.
- Patel, D. (2022). Cyber awareness and digital safety among Indian youth: A rural–urban comparison. Indian Journal of Social Sciences, 11(4), 33–47.
- Pradhan, R., & Mukherjee, S. (2021). ICT, rural transformation, and inclusive growth in India: A macro perspective. Information Technology for Development, 27(4), 689–707.
- Rao, V. (2023). Reimagining rural digital policy: From connectivity to capacity. Journal of Public Policy and Governance, 17(2), 98–115.
- Sharma, M., & Das, S. (2020). Social media and online learning behavior among rural students: An exploratory study. International Journal of Education and Development using ICT, 16(4), 75–89.
- UNESCO. (2022). bridging digital gender divide: Challenges and opportunities in South Asia. United Nations Educational, Scientific and Cultural Organization.
- World Bank. (2022). Digital transformation for inclusive rural growth in India. https://www.worldbank.org
- Yadav, P., & Srivastava, N. (2023). Social media engagement and employability skills among rural youth in Uttar Pradesh. Contemporary Social Sciences Journal, 32(2), 201–217.
- Yadav, P., & Srivastava, N. (2023). Social media engagement and employability skills among rural youth in Uttar Pradesh. Contemporary Social Sciences Journal, 32(2), 201–217.
