Exploring the Hashtag Movements Role on Facebook in Political Activism Among Youth of Pakistan: A Digital Ethnography

Abstract

This study aims to examine the youth in political activism through Facebook in Pakistan, A digital anthropology study focusing on the attitudes, motivations, and objectives that drive youth to participate in online political matters. The research explores how political mobilization is raised on Facebook through a hashtag movement. By adopting a digital anthropology approach, the study employed participant observation to collect qualitative data from purposively sampled Facebook posts, comments, and content related to political activism for the specific hashtags. The sample size of about 350 posts, 1,200 comments, and around 800 reactions and shares were analyzed. The data were analyzed thematically to identify trends and patterns in youth engagement. The findings reveal that Facebook is a significant platform for youth political activism, enabling anonymous participation that encourages freedom of expression. However, the platform is also marked by widespread abusive behaviour and hate speech. The study highlights the prevalence of hashtag movements and online mobilization as key strategies for political engagement, with youth leveraging these tools to influence public discourse and advocate for political causes. The study concludes that Facebook has transformed political activism by providing a virtual space for dialogue and mobilization but also emphasizes the need for measures to curb online abuse. It suggests promoting digital literacy and fostering constructive political engagement to enhance the positive impact of social media on political discourse. This study advances knowledge of Pakistan's complex interactions among technology, young culture, and political activity.