The word “addiction” raises eyebrows essentially due to its tabooed nature. Particularly in our Pakistani society, we see copious levels of addictions, much of them prevalent in a latent fashion but generally people are imperceptibly seen to be flaunting it expansively. In recent times, there is an “au courant” kind of an addiction that is conventionally exhibited by the general population, from which people drive more gratification and less destitution. This is the addiction to Social Media networks, dominantly Facebook.
The onset of globalisation and development of technology has had a deep appulse on the entire human race. This has resulted in pervasion of social media in the lives of every individual who might have admittance to a smart phone or access to Internet. Among the various social media networks, Facebook happens to be one of the most celebrated one, becoming almost a global actuality. The acceptance of this network is widespread to the extent where the reason for adaptation ranges from socialisation, professional networking, group and private chatting and even in some cases, resulting in (un)holy matrimony. This network supplies ample contingency to stay in contact with friends and family, and keep abreast with global events as well. A great number of benedictions come for the young and budding entrepreneurs, who capitalise by promoting their businesses amongst their target consumers. This benefit actually increases the adoration exponentially. As any youth would do, the adolescent in Pakistan has responded to this in a most altruistic fashion. Social comparison, networking, connection, passing time, domiciliation of new connections while maintenance of old ones, entertainment, companionship and relieving themselves of any trepidation, are just to name a few reasons.
According to a recent survey, Pakistani Facebook users have crossed the landmark of 20 million, which is twice the number from 2013. The survey also states that two-third of Pakistani audience are below age of 24 years. One cannot help but envisage the addictive capacity that this social media network offers. In much of the recent academic research that has been conducted on this addiction, it is interesting to note that the measurement scale used to measure addiction is the same that is used by the scientists measuring addiction in pathological gamblers.
A city wise comparison reveals interesting statistics, with Lahore having the highest percentage of Facebook audience, while Karachi and Islamabad at second and third place respectively. Gender wise comparison is astoundingly opposite to most expectations, with male Facebook audience being at least three times of the female audience. These statistics certainly supports certain significant premonitions about the “weaker sex” in Pakistani society, and further endorses, though not directly, the male dominance in the country.
On a lighter level, it is interesting to see that even the driver employed at your home has a Facebook account. He may or may not be formally educated or have any comprehension of the English language, yet he has a strong impetus to engage into something that is perceived to be only done by the educated. A friend of mine recently received a friend request by her tailor, which she conveniently declined, but on the next visit to his shop, the same individual audaciously put forward the same request, but this time verbally. Ironically, this friend of mine is working for an NGO that strives for equal rights for the lower socio economic class. A couple of months ago, a peon at my husband’s office approached him for an interesting request; no, it wasn’t a Facebook friend request. It was a request to click a picture for his Facebook page from my husband’s more sophisticated cellphone. The kind of filters he later used to “enhance” his image is a different story altogether.
The real life efficacy of this networking site dawned on me, not so long ago, when a student of mine applied for a visitor’s visa to a country where “orange is the new black.” On inquiry about his interest in guns, he replied he has none. To his dismay, the visa officer turned the computer screen towards him to show his Facebook page displaying his profile picture, in which he was holding a long-range rifle, only posing for the picture. Fortunately his application was approved for travel, but it left us only to conjecture our naivety. In another incident, my friend was looking for information about a prospective spouse for her younger sister. After much contemplation she was advised to check the Facebook page of that gentleman, which revealed that he was not so innocent as the candidate’s mother endlessly campaigned.
On the other hand, this network site is a great asset for senior citizens in particular, who in many households have now equipped themselves with the competence of using it ardently. Fortunately enough they are able to maintain the usage to a healthy level rather than succumbing to its addiction. Imagine an elderly couple, their home which used to bustle with the habitation of young individuals, is now an empty nest. These individuals yearn for visits of their children and relatives residing in different cities or countries. For these individuals Facebook brings in the much-needed socialisation, even though it may be absolutely virtual in nature. Not only does it provide them with the acquiescence of staying abreast with the events of the lives of their children and relatives, but also ensures the contribution of their unfathomable wisdom in the lives of their grandchildren, who do not miss out on their learning just because of the physical distance between the two generations.
A much deeper observation reveals that, just as the elevation of technology of this age or of any age; generally these social networking sites, and specifically Facebook, have both positive and negative repercussions. Users are engaged in conferring long hours to viewing, or creating updates, of trivial nature, or commenting on the updates of their online friends and their activities. Often a debate sparks up that converts into ugly exchanges of abusive words, only to decide if a certain person is a “martyr” or not.
For students it has precarious connotations. The hormonal changes associated with the youth often result in loosing focus on the important aspects of life, and as an aftermath, they often suffer with the incompetence of ensuing a proper routine. Facebook usage for extended time emanates in decreased time for other more critical jobs. This addiction and the adrenal rush results in putting up inappropriate pictures, statuses, comments or remarks, which then concludes in bereavement at the loss of great opportunities of getting acceptances in college/universities.
Parenting now has to take another responsibility of ensuring reasonable online time for children and adolescents at home. Just as we would not want our youth to indulge into any sort of addiction that is harmful for health and mental stability, care must be administered as social media addiction is now an addition to the list. It is an addiction of a different kind, but is an addiction for sure!
The writer has an experience of teaching at the graduate and undergraduate level at various Business Schools. Her academic research interests are in Children/Adolescent studies and Social Media Addiction. She can be reached at [email protected]