THE PARALLEL LIFE - A QUALITATIVE STUDY ON DIFFERENT PERCEPTIONS ABOUT SOCIAL MEDIA AMONG GENERATION Z.

Social media is a crucial double-edged sword in the hands of youth, especially the Generation Z. Along
with its inherent advantages it has many disadvantages which cannot be ignored at any cost. Social media
like Facebook, Instagram, Twitter, Snapchat, and WhatsApp has created a segment of its own
encompassing large group of this generation as their vital consumer base. Social media has revolutionized
the way people live their lives. The engagement is so strong that it has penetrated cultural and social
aspects of individuals. The paper examines and tries to put forward the various perception about social
media among Generation Z. It emphasizes both positive and negative outlook of the said media and how it
has become an inevitable to life and lifestyle of its users. It provides a sneak peek into the mindset of a
generation which is technologically native and highly aware but still chooses to be part of media which
have negative impact to many aspects of their lifestyle thus leading to a self-aware parallel life. The paper
examines the various perceptions that the Generation Z have about the social media and how it has
impacted the way of life in this technological and digital Himalayan tsunami that world has witnessed.