SOCIAL MEDIA USAGE AND LIFESTYLE CHANGES AMONG TRIBAL COMMUNITIES

The high spread of digital technologies and social media platforms has had a major impact on the shift in communication patterns and way of life in any given society including the traditional marginalized tribal societies. As more tribal populations become more accessible to smartphones and mobile internet, tribal populations become more active on social media, including WhatsApp, Facebook, YouTube, and Instagram, which gradually alter the routine, socialization, culture, and consumption. The current paper assesses the scope and trends of the use of social media and evaluates its effectiveness in causing a lifestyle shift among the tribal groups in the Araku district of Andhra Pradesh. The data were analyzed by a structured questionnaire with 200 tribal respondents, and a descriptive analysis, regression analysis and ANOVA with one way were used to analyze the data. The results indicate that the use of social media by the tribal society is moderate yet significantly and positively affecting lifestyle change in general. The dimension-wise outcomes show that the consumption behavior and daily routines are the most affected, then social interactions, and cultural practices. It is concluded in the study that social media is a significant source of lifestyle change within tribal groups and therefore that culturally sensitive digital literacy programs and policy interventions that prioritize technological development without interfering with local cultural identity should be provided. Keywords: Social Media Use, Tribal Society, Lifestyle Management, Digital Inclusion