The Impact Of Facebook On The Framing Of Gender Roles: An Application Of Agenda Setting Theory

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Ch. Aqeel Ashraf (Ph.D. Research Scholar) , Dr. Noor Hayat (Assistant Professor)


Facebook allows young people to present themselves and identify themselves. Current research focuses on gender roles. Parenting norms vs. idols on parenting Facebook pages. Pakistan is a patriarchal society where men are the decision makers, breadwinners, and disciplinarians and women are considered dependent, domestic, and limited to housewives and child care. This research examines how Facebook users perceive Fathers and Mothers in Idol roles. Second, we want to examine how Facebook users perceive gender roles. In addition to investigating gender identity construction on Facebook, the research draws on gender identity theory from social psychology and framing from Agenda. After reviewing previous research, media setting theory is used. The phenomenon is also studied using Quan-Quan methods. To document Facebook users' perceptions of Gender Identity construction, a quantitative survey research design was used to collect structured questionnaire data from 450 respondents in Islamabad, Lahore, Karachi, Peshawar, and Quetta, Pakistan, using a multi-staged sampling technique. Quantitative content analysis of 100 Facebook posts about gender role as parenting from 20 Facebook pages was used to investigate framing. 83% of respondents think Facebook is influential, while 79% think it reflects society. 0.000 chi-square p value is highly significant, according to research. Respondents think Facebook posts help maintain and construct gender identity. To test the hypothesis "Facebook is significant in framing new gender roles of Father as caregiver and mother as manager," a one-way ANOVA test is used to investigate Father and Mother Idol Roles framed in Facebook Posts. 0.000 p-value indicates hypothesis acceptance.

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