Use of Social Media among Housewives in Hyderabad, Sindh Province, Pakistan

Abstract

In recent times, social media has emerged as a powerful communication tool and media. It has proved as a powerful medium for its users, and no one can deny its power. Over the last two and a half decades, social media has made a tremendous difference in people’s daily lives in Pakistan, social media has provided a platform to users that have no access to any other forum especially housewives who cannot pursue their careers because of their marital status being married after just completing studies. The main purpose of the study was to evaluate the usage of social media made by housewives and how it empowers them. A cross-sectional survey was conducted to collect data from purposively and conveniently selected sample of housewives residing in the sub-division- Latifabad, District Hyderabad, Sindh province Pakistan. The findings show that the use of social media platforms made by housewives empowers them. It was also found that the surveyed housewives mostly used Facebook, WhatsApp, YouTube, and Instagram. Added they mostly accessed social media on a smartphone for a duration of 2 to 3 hours. The three main purposes of using social media platforms by the housewives were seeking entertainment, interacting with friends, and learning skills. However, a smaller number of the housewives said that they used social media for business and earning. The housewives also told that they had their social media groups. The popular groups among them in descending order were WhatsApp and Facebook.  Finally, the housewives also taught some skills through social media platforms. The most common skills they taught were cooking and makeup.