SOCIAL MEDIA AND YOUTH: USES, PROBLEMS AND PROSPECTS (A CASE STUDY OF SOUTHERN PUNJAB, PAKISTAN) By MUHAMMAD BILAL NAWAZ Supervised By DR. ABDUL WAJID KHAN A dissertation submitted in the partial fulfillment of the requirements for the degree of Doctor of Philosophy in Media Studies DEPARTMENT OF MEDIA STUDIES The Islamia University of Bahawalpur, Pakistan 2017 In the name of Allah, the most Gracious and the most Merciful AUTHOR’S DECLARATION I, Muhammad Bilal Nawaz, Ph.D scholar in the Department of Media Studies at The Islamia University of Bahawalpur do solemnly declare that the thesis entitled, “Social Media and Youth: Uses, Problems and Prospects (A case study of Southern Punjab)” submitted by me in partial fulfillment of the requirement of Ph.D in the subject of Media Studies is my original work. It shall also not be submitted to obtain any degree to any other university or institution. Muhammad Bilal Nawaz i | P a g e FORWARDING CERTIFICATE The research entitled “Social Media and Youth: Uses, Problems and Prospects (A case study of Southern Punjab)” by Muhammad Bilal Nawaz in the partial fulfillment of the requirement, for the degree of Doctor of Philosophy in Media Studies, under my guidance and supervision, is forwarded for further necessary action. Dr. Abdul Wajid Khan ii | P a g e APPROVAL CERTIFICATE The research entitled “Social Media and Youth: Uses, Problems and Prospects (A case study of Southern Punjab)” written by Muhammad Bilal Nawaz is accepted and approved in partial fulfillment of the requirement for the degree of Doctorate of Philosophy in Media Studies. Supervisor: Dr. Abdul Wajid Khan ______________________ Assistant Professor Department of Media Studies The Islamia University of Bahawalpur External Examiner-I: ______________________ External Examiner-II: ______________________ Chairman: ______________________ Date: ______________________ iii | P a g e DEDICATED TO My loving Mother a minaret of love, affection and kindness, who enlightened me a learning spirit by which I am learning much, from her lap till now. iv | P a g e ACKNOWLEDGEMENTS All praises for ALMIGHTY ALLAH, who enables us to know about certain unknown things in the universe and helps us to overcome a lot of difficulties. I am immeasurably indebted to ALMIGHTY ALLAH, the propitious, the benevolent and sovereign whose blessing and glory flourished my thoughts, giving me loving supervisor, talented teachers, affectionate parents, sweet sisters, caring wife and unique friends. All respect for the HOLY PROPHET MUHAMMAD (PBUH) who clearly mentioned the difference of right and wrong path, to ensure the success in our lives. My each and every breath, my each and every gesture throughout my transient life has ever been grateful to the HOLY PROPHET (PBUH) who is the only paragon of guidance and knowledge for all humanity. I was fortunate to have worthy Dr. Abdul Wajid Khan as my supervisor. Simply speaking this study has only been completed owing to his guidance based on his global exposure to media studies. I am deeply indebted and wish my utmost appreciation and gratitude to him for his encouragement, technical discussion, inspiring guidance, remarkable suggestions, keen interest and constructive criticism which enabled me to complete this research study. He has broadened my professional horizon and supported me throughout the course of study. I am greatly indebted to you sir for guiding me through. Words are lacking to express my special gratitude and sincere thanks to my honorable teachers who are no doubt responsible for my academic growth in Mass Communication and Media Studies. I would like to pay tribute to my teachers Prof Dr. Muhammad Shamsuddin, (Former, Dean Faculty of Arts, University of Karachi and Ex-Chairman, Mass Communication, IUB), Prof Dr. Zahangir Kabir,(Chairman, Journalism and Media Studies, Manarat International University, Bangladesh, Ex Chairman, Media Studies, IUB), Dr. Sajjad Ahmad Paracha (Chairman, Department of Media Studies, IUB), Dr. Ghulam Shabir (Professor, Media Studies IUB and Ex-Chairman Department of Communication Studies, BZU-Multan) and Dr. Muhaammad Shehzad (Assistant Professor, Media Studies IUB).They encouraged me and en-lighted the goal of my life. I am also thankful to my teacher Dr. Muhammad Akbar Ali Shah (Associate Professor Department of Statistics, IUB) for his special guidance and cooperation in research expertise and consistent encouragement, guidance and strategic command at every step for a quality work. His kind support, understanding, and patience were of immense help to me. v | P a g e I am highly grateful to my Ph.D fellows; Sir Naeem Gul (Assistant Professor, Department of Journalism and Mass Communication, University of Peshawar) Shehla Jabeen (Lecturer, Lahore College for Women University) Malik Adnan (Assistant Professor, Department of Mass Communication, University of Gujrat) Usman Farooq, Sobia Ghous, Umair Chaudhary and Abdul Ghani. Their kind support, understanding and patience were of immense help to me. Fruitful thanks and deep sense appreciation for my friends Syed Aamir Abbas Rizvi (Ph.D Fellow, Communication Studies, BZU-Multan) and Muhammad Waseem their company will ever haunt me in life and their way of encouragement, support, constructive criticism and their loving behavior will be ever source of guidance, happiness and success in my life. Words don’t come easy for me to mention the feelings of obligations toward my magnanimous family. I am more earnestly obliged to my adorable father Saeed Ahmed Khan who always raised his hands for my success and gave me an environment to achieve this goal, my angelic mother who enlightened me with a learning spirit from her lap till now, my sisters, younger brother Muhammad Azhar Nawaz and my wife whose prayers, sympathies, stress my way towards success. Whatever I am is purely due to the efforts of my family. Thanks for your marvelous help, strenuous efforts and prayers done by all of you for my unbreakable success. In the end I am again much thankful to Almighty ALLAH who enabled me to complete my research work. (Alhamdulillah) Muhammad Bilal Nawaz vi | P a g e TABLE OF CONTENTS Author’s Declaration………………………………………………………... i Forwarding Certificate…………….………………………………………... ii Approval Certificate………………..………………………………………... iii Dedication………………………….………………………………………... iv Acknowledgments……….………….………………………………………... v Table of Contents……………………………………………………………. vii List of Tables………………………………………………………………… x List of Appendices…………………………………………………………… xvii Chapter 1 – Introduction 1 Introduction………………………………………………………... 2 1.1 Statement of the Problem …………………………………….…… 3 1.2 Rationale of the Study……………………………………..……… 4 1.3 Rationale for the Selection of Social Media………………………. 5 1.4 Definition of Youth………………………………………..……… 9 1.5 Rationale for the Study on Youth……….………………………... 9 1.6 Youth and Social Media……………………………………...…… 10 1.7 Rationale for the Study in Southern Punjab, Pakistan……….…….. 13 Chapter 2 – Development of Social Media 2.1 Internet……………………………………………………………... 15 2.2 Internet in Pakistan………………………………………………… 15 2.3 Social Networking Sites…………………………………………… 16 2.4 MySpace…………………………………………………………… 18 2.5 Facebook…………………………………………………………... 18 vii | P a g e 2.6 YouTube…………………………………………………………… 19 2.7 Skype………………………………………………………………. 20 2.8 Twitter……………………………………………………………... 21 2.9 Social Media in Pakistan…………………………………………... 21 2.10 Pakistan Telecommunication Authority (PTA)……………………. 23 Chapter 3 – Literature Review 3.1 International Studies on Social Media……………………………... 25 3.2 Studies on Social Media in Pakistan………………………………. 36 3.3 Studies on Youth with Social Media………………………………. 39 3.4 Studies on Social Media and U&G Theory………………………... 40 Chapter 4 – Theoretical Framework 4.1 Uses and Gratifications Theory……………………………………. 44 4.2 Social Learning Theory……………………………………………. 45 Chapter 5 – Materials and Methods 5.1 Introduction………………………………………………………... 47 5.2 Objectives of the Study…………………………………………..... 47 5.3 Hypotheses…………………………………………........................ 48 5.4 Independent Variable…………………………………………........ 48 5.5 Dependent Variables………………………………………………. 49 5.6 Operationalization of the Variables………………………………... 49 5.7 Limitations of the Study…...………………………………………. 49 5.8 Punjab: The Study Province……………………………………….. 50 5.9 South Punjab……………………………………………………….. 51 5.10 Research Design…………………………………………………… 51 viii | P a g e 5.11 Survey Method…………………………………………………….. 51 5.12 Study Area…………………………………………………………. 51 5.13 Population for the Study…………………………………………… 51 5.14 Sampling Technique……………………………………………….. 52 5.15 Sample of the Study......…………………………………………… 52 5.16 Pilot Study/Questionnaire Screening………………………………. 53 5.17 Data Collection……………………………………………………. 53 5.18 Coding……………………………………………………………... 54 5.19 Data Processing (SPSS Analysis)………………………………….. 54 Chapter 6 – Results and Findings 6.1 Social Demographics of the Research Participants………..……… 56 6.2 Frequency Tables………………………………………………….. 61 6.3 Cross Tabulation…………………………………………………… 127 Chapter 7 – Discussion and Conclusion 7.1 Summary of the Results…….…………………………………...… 138 7.2 Hypotheses Testing………………………………………………... 142 7.3 Hurdles and Problems Faced in Research…..……………………... 148 7.4 Suggestions for Further Research.…………………….…………... 148 7.5 Recommendations for Policy Makers and Government…………… 149 BIBLIOGRAPHY………………………………………………………...... 150 APPENDICES……………………………………………………………… 164 ix | P a g e LIST OF TABLES Table 6.1.1 Gender 56 Table 6.1.2 Age 57 Table 6.1.3 Education 58 Table 6.1.4 Internet Facility 59 Table 6.1.5 Employment