Social Media Usage In Afghanistan: Unveiling Digital Trends

Social media usage in Afghanistan has been steadily increasing over the years. As of January 2021, there were 4.4 million social media users in the country, accounting for about 11.2% of the total population. This marked a significant increase of 800,000 users from the previous year. Facebook is the most popular platform, with over 2.5 million Afghan users, followed by Twitter, Instagram, and Snapchat. Social media has played a pivotal role in influencing change and empowering individuals, particularly women, in Afghanistan. It has enabled users to access information, engage in sociopolitical discourse, and connect with others beyond geographical and cultural barriers. Additionally, it has served as a platform for humanitarian and sociopolitical activism, such as blood donation drives and protest movements. Despite the benefits, there are challenges associated with social media usage in Afghanistan, including fake news and online harassment, particularly targeting women.

Social media usage in Afghanistan has increased by 22% between 2020 and 2021

Social media usage in Afghanistan has increased significantly in recent years, with a notable surge between 2020 and 2021. From January 2020 to January 2021, the number of social media users in Afghanistan rose by 800,000 (+22%), reaching a total of 4.4 million. This increase in social media usage is significant and has had a profound impact on the country.

Several factors have contributed to the growing popularity of social media in Afghanistan. Firstly, the country has witnessed an expansion of digital telecommunication services since the fall of the Taliban regime in 2001. This has resulted in millions of Afghans gaining access to mobile phones and other mobile devices, enabling them to connect with each other and access information like never before. The introduction of 3G internet services in 2012 played a pivotal role in increasing internet and social media usage.

Secondly, social media platforms like Facebook, Twitter, WhatsApp, and Instagram have become increasingly popular, especially among the younger, educated, and urban population. Facebook, in particular, is the most widely used platform in Afghanistan, with over 2.5 million users as of 2016. The popularity of these platforms can be attributed to their ability to connect people, share information, and engage in sociopolitical discourse. Additionally, the COVID-19 pandemic may have contributed to the rise in social media usage as Zoom became the primary platform for meetings and interactions during that period.

The increase in social media usage has had both positive and negative implications for Afghanistan. On the one hand, social media has empowered Afghans, especially women, to express their opinions, connect with like-minded individuals, and engage in sociopolitical activism. It has helped to overcome geographic and cultural barriers, fostering unity among diverse ethnic, linguistic, and tribal groups. Social media has also played a crucial role in mobilizing support for various causes, such as the protest movements Uprising for Change and the Enlightenment Movement.

On the other hand, social media has also presented challenges and negative impacts. Fake news and misinformation are prevalent on social media platforms, affecting a significant number of users. Additionally, the Taliban and other armed groups have recognized the power of social media and have utilized it for propaganda and control. Despite these concerns, the overall increase in social media usage in Afghanistan indicates a growing desire for connection, information, and self-expression among its population.

In conclusion, the 22% increase in social media usage between 2020 and 2021 highlights the evolving digital landscape in Afghanistan. This growth has had far-reaching consequences, influencing everything from sociopolitical activism to cultural and social interactions. As more Afghans embrace social media, it remains to be seen how these platforms will continue to shape the country's social fabric and contribute to its development.

Facebook is the most popular social media platform in Afghanistan

Facebook's rapid growth in Afghanistan can be attributed to the introduction of 3G internet services. In 2016, the number of Afghanistan-based Facebook subscribers reached 2.6 million, with 86% male users and 14% female users. The platform's user base continues to expand, with subscribers increasing day by day.

Facebook serves multiple purposes for Afghans. They use it to connect with the public or large groups of people, share news, events, literature, texts, and entertainment, and upload and view pictures and videos. Even those who are illiterate utilise Facebook to some extent. The platform has become so influential that it is now replacing mainstream media outlets like TV, radio, and print newspapers in delivering breaking news. As a result, almost all mainstream media outlets have Facebook accounts to receive raw data from their audiences.

In addition to its informational and entertainment value, Facebook has also played a crucial role in influencing social and political change in Afghanistan. It has become a platform for sociopolitical activism, where users engage in debates about current policies, security situations, and other complex issues in Afghan politics. Facebook has empowered users, especially women, to express their opinions, connect with like-minded individuals, and mobilise for collective humanitarian actions. For instance, after terrorist attacks, hospitals, doctors, and private individuals used Facebook to coordinate blood donations for the victims.

Facebook has also contributed to the development of individual identities in Afghanistan. In a society primarily based on family and community ties, open exchanges about personal dreams and interests are rare. Facebook provides a space for individuals to explore and express their personalities, hobbies, and passions freely. This has led to a growing interest in fashion and lifestyle trends from outside Afghanistan, particularly from the West.

Social media is used by the Taliban to exert control and influence

Social media has become an integral part of Afghan society, with about 4.4 million social media users in the country as of January 2021. This number is even more significant when considering that Afghanistan had a population of 39.38 million in the same month. Social media platforms like Facebook, Twitter, and WhatsApp have become increasingly popular in the country, with Facebook being the most used platform.

The Taliban, who previously banned the internet during their first rule in the 1990s, have now turned to social media as a powerful tool to exert control and influence in Afghanistan. Here are some ways in which the Taliban uses social media to achieve these goals:

• Propaganda and Messaging: The Taliban uses social media platforms, particularly Twitter, Facebook, and Telegram, to disseminate propaganda and shape narratives. They post videos and messages that project images of peace and stability, contrasting the chaotic scenes of the American evacuation and protests. By doing so, they aim to placate Afghanistan's urban population and sell their message of control and legitimacy.
• Intimidation and Threats: In the past, the Taliban has used social media to intimidate and threaten Afghans. They have posted videos of battlefield successes, looters being held at gunpoint, and public punishments to instill fear and showcase their power.
• Reassurance and Outreach: The Taliban has also used social media to send reassuring messages to specific groups. For example, they have posted videos reassuring female health workers that they could keep their jobs and messages protecting the rights of minority religious groups.
• Recruitment and Fundraising: During their insurgency period, the Taliban utilized social media platforms to attract followers and recruit new members. They also leveraged these platforms for fundraising purposes, gaining support from influential figures and the local population.
• Information Control: The Taliban has attempted to control the flow of information into and out of Afghanistan. They have flooded social media platforms with pro-Taliban content, creating an echo chamber that drowns out dissenting voices. Additionally, they have imposed strict regulations and censorship on traditional media outlets, further tightening their grip on information dissemination.
• Psychological Warfare: The Taliban has engaged in psychological warfare by spreading disinformation and shaping narratives on social media. They have targeted both local and international audiences, contributing to the suffering of Afghans by sowing disinformation that is repeated without question by global media outlets.
• Governance and Policy Communication: With their return to power, the Taliban uses social media as a tool for governance and policy communication. They have used it to announce decisions, such as the requirement for female television presenters to cover their faces, and to communicate their policies and intentions to both Afghans and the international community.

The Taliban's sophisticated use of social media has allowed them to exert control and influence in Afghanistan, shape public opinion, and solidify their power. However, it is important to note that their online presence also faces challenges, with some platforms banning their content and taking measures to limit their propaganda.

Social media has helped mobilise sociopolitical activism in Afghanistan

Social media has been instrumental in mobilising sociopolitical activism in Afghanistan. In a country where public protests are dangerous, social media has become the primary means for ordinary Afghans to voice their concerns, participate in political activities, and organise collective actions.

The availability of the internet and social media in Afghanistan has brought about substantial social changes. Millions of Afghans are now connected and equipped with mobile phones and other mobile devices, allowing them to access information and engage in sociopolitical discourse like never before. Social media has become the first source of information for many, and it has helped raise awareness of social changes and global trends.

Social media has been particularly beneficial for women in Afghanistan, offering them a private sphere to communicate about issues that cannot be addressed in public life. It has also provided them with the opportunity to express their opinions, wishes, and goals, which could be life-threatening in the offline world. For example, women have used social media to fight for their right to have their own individual identity and to be identified by their names instead of in relation to men.

Social media has also played a crucial role in mobilising support for humanitarian causes. For instance, after terrorist attacks, hospitals, doctors, and private individuals used social media platforms to make calls for blood donations for the victims. Additionally, social media has been used to organise protests and strikes, such as the Uprising for Change and the Enlightenment Movement. These protest movements were able to mobilise a large number of demonstrators through social media, which would not have been possible through word of mouth.

Furthermore, social media has enabled Afghans to connect with each other despite geographic and cultural barriers. In a country with diverse ethnic, linguistic, and tribal cultures, social media has helped to unite different cultural groups and allowed people in remote and inaccessible areas to join the discussion.

However, it is important to note that social media in Afghanistan also has its limitations and risks. The Taliban, for example, has recognised the benefits of social media for their war propaganda and now uses it to spread their message, threaten and cajole the Afghan people, and identify their opponents. Additionally, fake news and online harassment are also prevalent issues on social media platforms in Afghanistan.

Social media is a safer space for Afghan women to express themselves

As of January 2021, there were 4.4 million social media users in Afghanistan, with the number increasing by 800,000 (+22%) between 2020 and 2021. This number was equivalent to 11.2% of the country's total population at the time.

Social media has played a critical role in influencing change in Afghanistan, and the potential anonymity of the internet offers great opportunities for women. The private sphere and the possibility of anonymity online give women the chance to express their opinions, wishes, and goals, and to present themselves to a broader audience—actions that could be life-threatening in the offline world.

In Afghanistan, women face numerous restrictions and challenges in their daily lives. They are often not allowed to meet with friends, especially those of the opposite sex, and their freedom of movement is restricted. They are required to have a male chaperone when traveling more than 75-78 kilometers and must adhere to a strict dress code that includes covering their faces in public. These rules limit their ability to earn a living, access healthcare and education, and escape violent situations.

Social media provides a space for Afghan women to communicate about issues that are difficult or unsafe to address in public. It allows them to connect with others, share information, and engage in sociopolitical discourse anonymously. Apps like WhatsApp, Viber, and Snapchat are particularly popular among women as they enable private communication with male friends.

Despite the benefits of social media, it is important to recognize that women must still exercise caution online. They often use pseudonyms and profile pictures of Indian or Iranian pop stars to protect their identities. Additionally, online harassment and threats are prevalent, and women are often targets of such behavior.

Despite these challenges, social media has empowered Afghan women to advocate for their rights and connect with like-minded individuals. For example, the #WhereIsMyName campaign fights for a woman's right to have her own identity and not be identified solely in relation to men.

In conclusion, while social media usage in Afghanistan is still in its infancy, it has become a safer space for women to express themselves and engage in sociopolitical discourse. It offers a degree of anonymity and privacy that is not always possible in their offline lives. However, it is important to acknowledge the challenges and dangers that women still face online, and continued efforts are needed to ensure their safety and empowerment in the digital sphere.

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