Exploring the Impact of Social Networking Sites on the Evolution of Democratic Culture

Abstract

This research delves into the intricate relationship between social networking sites (SNS), namely Facebook and Twitter, and the development of democratic culture in the specific context of Khyber Pakhtunkhwa (KPK), Pakistan. Employing a descriptive research design, the study focuses on the population of journalists and political workers in KPK. Through a convenient sampling strategy, a sample size of n=144 is chosen to represent this population. The data collection process involves the utilization of both open-ended and closed-ended questionnaires, adapted from established instruments used in similar contexts. Two key variables are explored in the study: social networking site usage and democratic citizen attitude. The former is measured through a modified questionnaire based on a scale previously utilized by DeVellis (2016) and adapted for the Pakistani context by Ahmad, Alvi, and Ittefaq (2019), Zaheer (2016), and Ali, Danaee, and Firdaus (2020). The latter variable, democratic citizen attitude, is assessed using a questionnaire adapted from Yildirim and Turkoglu (2017) and further employed by Gainous, Wagner, and Gray (2016) and Park and Kaye (2018). The democratic citizen attitude scale includes dimensions such as the culture of democracy, democratic rights and equality, duties and responsibilities, democratic participation, global citizenship, and values of citizenship. Prior to the main data collection phase, a pilot study is conducted among 18 participants to identify and address any issues related to clarity, difficulty, and understanding of the questionnaire. The subsequent refinement of the questionnaire ensures the reliability and validity of the instruments used. Reliability is further confirmed through Cronbach's Alpha, demonstrating significant internal consistency with values of 0.949 for social networking site usage and 0.939 for democratic citizen attitude. The study then proceeds to obtain official approval and informed consent from participants, with data collected through Google Docs to ensure efficiency and ease of access. The study's findings highlight a low positive correlation between social networking sites and democratic citizenship, suggesting a nuanced relationship. However, a positive influence of social networking sites on democratic culture is identified. Importantly, the research indicates no significant differences among respondents based on demographic attributes. The study concludes with recommendations, policy implications, and acknowledgment of limitations, offering valuable insights into the evolving democratic culture influenced by social networking sites in KPK, Pakistan.