Beyond the Digital Divide: Social Media and Youth Social Behaviour in a Rural Community of Northern India

Abstract This study examines the impact of social media on youth social behaviour in a rural village in Northern India. While existing research largely focuses on urban youth, limited attention has been given to rural communities experiencing increasing education levels, digitalisation, and youth migration. Using a mixed-methods approach, primary data was collected through surveys and semi-structured interviews with 20–25 youths aged 15–25 from a rural village in Uttar Pradesh. The findings reveal that social media plays a significant role in shaping communication patterns, educational aspirations, migration decisions, and social awareness among rural youth. Increased exposure to digital platforms has facilitated access to online education, competitive examination preparation, and remote work opportunities. At the same time, social media contributes to changing social norms, reduced attachment to village life, and permanent migration to urban areas. The study highlights how digitalisation acts as both an enabling and disruptive force in rural youth social behaviour and contributes to broader sociological discussions on rural transformation, digital socialisation, and youth mobility.