This research explores the complex role of social media in influencing the empowerment, self-image, and academic engagement of college-going women in Prayagraj, India. With the rapid penetration of digital platforms, social media has become an essential part of young women’s lives, simultaneously providing avenues for empowerment and posing challenges to their well-being. Employing a mixed-methods approach, this study integrates quantitative surveys and qualitative interviews conducted with 385 students across urban, semi-urban, and rural colleges in Prayagraj. The research examines socio-economic and geographical differences in social media usage and their implications for gender equality, academic performance, and self-perception.The findings indicate that social media plays a dualistic role in shaping the experiences of young women. On one hand, it fosters gender equality awareness, career exploration, and self-expression, serving as a platform for personal and professional growth. On the other hand, it perpetuates unrealistic beauty standards, exacerbates body image concerns, and distracts students from academic pursuits. Notably, 90% of participants acknowledged an increased awareness of gender equality through social media, while 80% reported feeling pressured to conform to unattainable beauty ideals. Furthermore, the study reveals variations in the impact of social media based on socioeconomic status and geographical location, highlighting the diverse experiences of women in urban and rural contexts.This research contributes to the academic discourse on digital feminism and the intersection of technology and gender empowerment. It underscores the critical need for informed and responsible social media usage among young women to mitigate negative consequences. The findings hold significant implications for policymakers, educators, and social media platforms in creating interventions that promote equitable and supportive digital environments. By addressing both the empowering and detrimental aspects of social media, this study provides a nuanced understanding of its role in shaping the lives of college-going women in contemporary India.
Yadav et al. (Mon,) studied this question.