The Double-Edged Sword of Social Media: Opportunities and Challenges for Community Development.

Abstract

Although social media platforms have been hailed as powerful tools for marginalized communities to express themselves, this phenomenon has also raised important questions about their capacity to facilitate meaningful developmental efforts in these communities. Regardless of the potential benefits of social media, concerns have been raised about its ability to drive tangible positive change in rural areas, highlighting the need for a more nuanced understanding of the relationship between social media and development. This research explored the potential of social media to facilitate community development, with a particular emphasis on its utilisation and effectiveness in supporting developmental initiatives at the local level. Within the framework of participant development communication theory, this study adopted a qualitative research design, drawing on data from participants purposively sampled from Insiza, a rural district in Zimbabwe. The evidence suggests that negative perceptions and inadequate coordination have hampered social media’s potential to improve the lives of villagers. Based on the findings, I argue that the capacity of social media to facilitate development in rural areas is often overestimated. I contend that educating villagers on effectively utilising social media platforms can unlock enormous benefits for their communities.