Facebook Usage and Cultural Impact on: A comparative study of college students in Pune and Mumbai
Author(s):
ANKITA ASHISH MALPANI
Keywords:
Facebook, Youth, Culture, Cross-Cultural
Abstract
Internet usage has constantly been on rise in India. Mumbai, the financial capital of India and Pune, the education hub are the constant emerging places where youth and technology travels at lightning speed. Facebook has been adopted in many countries with over 80% of its user-base from metropolitan region. Aim: Yet, despite this global dominance, not much is understood of Facebook usage by individuals in non-western cultures. This research tries to examine the issues such as motivations for use, friendships, privacy and trust, and life changing events such as relationships, deaths. Methods: A cross-cultural study was conducted with 500 undergraduate students in Mumbai and Pune to examine Facebook use. The study used a mixed method of online surveys and interview method in both cities. Findings: It is suggested cultural influences on both online and offline practices. Appropriation and re-contextualization to fit existing offline cultural practices is much needed. While we find that participants from the Mumbai are changing their online behaviour towards increased self-censorship, more users from Pune, where family and community structures are important, continue to engage in online behaviour that is more open and transparent.
Article Details
Unique Paper ID: 151240

Publication Volume & Issue: Volume 7, Issue 12

Page(s): 256 - 261
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