SOCIAL MEDIA USAGE AND VALUE ORIENTATION AMONG COLLEGE STUDENTS: EMPATHY, MORALITY, AND CIVIC ENGAGEMENT

This study investigates the impact of social media usage on the value orientation of college students in Tamil Nadu, India, with a particular emphasis on rural-urban differences. A purposive sample of 558 students from Trichy and Dindigul districts was selected, encompassing diverse demographic variables such as age, gender, and educational background. Data were collected through a structured questionnaire featuring sections on demographic profiles, social media usage patterns, and value orientation. The analysis employed quantitative methods using SPSS, including descriptive statistics and ANOVA, to explore the relationships between social media engagement and various dimensions of value orientation, including personal, moral, social, and cultural values. The findings reveal significant differences in social media engagement between rural and urban students, with urban students reporting higher exposure to platforms like Instagram and YouTube, while rural students exhibit more focused usage patterns. The study identified moderate correlations between high-frequency social media use and shifts in value orientation, particularly in areas such as individualism, social responsibility, and ethical flexibility. Urban students displayed more liberal attitudes towards personal autonomy and premarital relationships, whereas rural students maintained more traditional values. These findings underscore the transformative role of digital media in shaping youth attitudes and highlight the necessity for value-based digital literacy interventions tailored to students’ socio-cultural contexts. The study contributes to understanding the nuanced effects of social media on the ethical and social values of young individuals, emphasizing the importance of considering socio-cultural factors in educational strategies.