DIGITAL ECHOES & TRIBAL TRADITIONS: TRACING ICT-DRIVEN CULTURAL TRANSITIONS AMONG PASHTUNS IN ZHOB, BALOCHISTAN

Abstract

Globalization, driven by rapid advancements in information and communication technologies (ICTs), has had a profound influence on cultural dynamics across the globe. Among these technologies, mobile phones have emerged as powerful agents of social and cultural transformation. This study examines the impact of mobile phone usage on the cultural norms, values, and social behaviors of the Pashtun community in Zhob District, Balochistan, with a particular focus on university students. Using a sociological lens, the research investigates how mobile phones are reshaping traditional modes of communication, interpersonal relationships, and the transmission of cultural values. Findings indicate that mobile phones have become an integral part of daily life, facilitating not only communication and information access but also altering the fabric of social interactions. While these devices offer positive outcomes such as increased connectivity, exposure to global knowledge, and educational support, they also challenge conventional Pashtun cultural practices related to modesty, respect, and social cohesion. The study reveals a dual influence: mobile phones serve both as tools of empowerment and as agents of cultural disruption. This research contributes to the broader discourse on ICT and cultural change, offering insights into how traditional communities navigate modern technologies in the context of cultural preservation and adaptation.