Open AccessPERCEPTION OF INDIAN YOUTH ON DIGITAL ACTIVISM: MOTIVATION, BARRIERS AND RECOMMENDATIONS FOR EFFECTIVE UTILIZATION
Author(s) -
Kuhu Sharma,
Aniruddh Verma,
Pranav Sangwan,
Siya Kohli,
Tanvi Chakravarty
Publication year - 2021
Publication title -
international journal of engineering applied science and technology
Language(s) - English
Resource type - Journals
ISSN - 2455-2143
DOI - 10.33564/ijeast.2021.v06i04.027
Subject(s) - perception , social media , social activism , stakeholder , political activism , public relations , political science , subject (documents) , psychology , sociology , politics , computer science , world wide web , neuroscience , law
The present study draws insightsfrom primary research, examines the existingliterature on the subject and uses case studies,with a prime objective to understand the use ofsocial media by youth for digital activism.Thereafter, the paper providesrecommendations for effectively leveragingdigital platforms to encourage youthparticipation and activism. This research paperlooks at the forms of Digital activism and theways in which the youth have leveraged digitalactivism to voice their issues, highlighting theirmotivations and challenges. To get betterinsight into the barriers and motivations ofyouth participation in digital activism, multiplestakeholder conversations and survey of Indianyouth within the age group 15-25 years (93respondents) was conducted to gauge theirperception on digital activism. Primary datawas collected using an online survey from 93respondents through a structuredquestionnaire. Results of this study showed thatclose to 76.09% of the sample does not engagein digital activism, despite 93.5% of themhaving a social media presence.