A STUDY ON SOCIAL MEDIA AS A CATALYST FOR SOCIAL TRANSFORMATION AND PUBLIC AWARENESS

Dr. Nirmala M; Dr. S. H. Sheik Mohamed; Sam Hermansyah; Dr. Usman M

Dr. Nirmala M Department of Visual Communication,Vels Institute of Science, Technology and Advanced Studies, Chennai, India
Dr. S. H. Sheik Mohamed Department of Visual Communication,S.A. College of Arts and Science, Chennai, India
Sam Hermansyah University of Muhammadiyah Sidenreng Rappang
Dr. Usman M Universitas Muhammadiyah Sidenreng Rappang

Keywords: Social Media, Digital Activism, Public Awareness, Social Change, Media Ethics

Abstract

Social media has emerged as a transformative medium for driving public awareness, fuelling social movements, and enabling social change. Its decentralized, user-generated nature allows individuals and communities especially marginalized groups to participate in dialogues and mobilize support for critical issues. From global campaigns like #MeToo to localized protests such as #JusticeForNirbhaya, digital platforms have amplified real-time citizen engagement and influenced policy shifts.However, despite its significant potential, social media comes with inherent challenges. Misinformation, cyberbullying, algorithmic content bias, and the digital divide pose ongoing threats to its integrity and reach. Moreover, ethical concerns around privacy and responsible content sharing complicate the landscape of digital activism.

This article explores the dual role of social media as both an enabler and a disruptor in shaping social consciousness in India. It critically examines case studies, highlights key advantages and limitations, and offers recommendations for ethical and responsible digital engagement.