BEYOND ENTERTAINMENT: ANALYZING THE INFORMATIONAL UTILITY OF SOCIAL MEDIA PLATFORMS AMONG YOUTH

Abstract

This research investigates the dual-usage patterns of social media platforms among teenage students in Peshawar, Khyber Pakhtunkhwa, focusing on the tension between entertainment-seeking and information-gathering behaviors. In the contemporary digital landscape, teenagers are increasingly reliant on social media for both academic survival and social leisure. However, the prevalence of high-stimulation, short-form content raises concerns regarding academic distraction and the credibility of digital information. The study employed a descriptive survey research design, utilizing a structured questionnaire to collect data from a purposive sample of students across various disciplines, including Nursing, Pharmacy, Arts, Computer Science, Engineering and Mass Communication. The findings reveal a significant Functional Split in platform preference: while TikTok and Instagram serve as the primary hubs for entertainment, YouTube remains the dominant and most trusted platform for educational tutorials and lectures. Notably, a new trend emerged with students increasingly utilizing Generative AI tools like ChatGPT and Meta AI for rapid information retrieval. Results indicate that a majority of the participants spend more than four hours daily on social media for entertainment, suggesting a high risk of Attention Residue that potentially hinders deep academic focus. Despite this, students perceive social media as a vital tool for personal development and informal learning, particularly in bridging the resource gap. The research concludes that while social media is an indispensable educational asset for the youth, there is an urgent need for formal digital literacy training. Recommendations include the integration of curated digital repositories by universities and the promotion of algorithmic awareness among students to better manage the balance between leisure and learning.

Keywords: Social Media, Entertainment, Information, Digital Literacy, YouTube Learning, TikTok