Cultural Change and Modern Economic Trends: A Digital Ethnography of V-logging in Pakistan

Abstract

V-logging has become the economic opportunity in the digital time period and the youth has gained economic opportunities in race to fulfil other employment deficiencies. This research aims to find the impact of the trend of v-logging on youth of Pakistan and how it contributes to the personality development and cultural change. It also focuses upon the modern economic opportunities that come with the use of v-logging as a tool. The method used to conduct this research is the digital ethnography. I have conducted this research for over a year where I began it by studying the v-loggers in the digital platforms by interacting with them in the comment sections. The filed work lasted for 6 months from February to August. This research took place in Islamabad. The major findings of this research employ that the youth of Pakistan has been fascinated by the trend of v-logging since the beginning. The use of v-logging as a source of income serves as an easier way of finance enhancement but the challenges, in terms of privacy, negative response, hatred, also comes alongside the success. The influencers believe that v-logging is a new way of life. Displaying and sharing their everyday activities and routine, with their followers, motivate them to be more practical and punctual with their digital media presence. Not just for the fun and entertainment element, v-logging has been used for abundant of other purpose like knowledge, learning, motivation, cultural awareness, personality development and empathy. I believe that this trend has made the youth of Pakistan more independent in terms of finance. They have gained economic empowerment by earning money through vlogs at a very young ae which was a noel phenomenon in terms of cultural change and economic opportunities. It also contributed in building their social identities in digital spaces and living a life of independence.