The Impact of Social Media Use on the Communication Behavior of Housewives in Jorong Tanjung Durian, Sangir Jujuan District, South Solok Regency

Abstract

Social media is reshaping everyday communication, yet limited attention has been given to how the use of multiple platforms relates to communication behavior among housewives in rural communities. This study examines these relationships in Jorong Tanjung Durian, Sangir Jujuan District, South Solok Regency. A descriptive qualitative approach was employed, involving 18 informants selected through purposive sampling. Data were collected through non-participant observation, unstructured in-depth interviews, and document review. Analysis followed the stages of data collection, reduction, display, and conclusion drawing. The findings indicate that WhatsApp, Facebook, TikTok, YouTube, and Instagram facilitated long-distance communication, expanded social relationships, and improved access to everyday information. Less regulated use was associated with reduced attention during face-to-face interactions, lower responsiveness to people nearby, and repetitive engagement that affected time management. These findings suggest that social media supports more flexible communication practices while presenting challenges for balancing digital engagement with direct interpersonal interaction. The study contributes to understanding social action in digital communication within a rural setting and highlights the practical importance of digital literacy that supports attentive interaction, effective time management, and meaningful family and community relationships.