IJFANS International Journal of Food and Nutritional Sciences

ISSN PRINT 2319 1775 Online 2320-7876

CONSUMER INFLUENCE OF SPIRITUAL LEADERS ON THE YOUTH USING SOCIAL MEDIA IN INDIA DURING COVID

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Meher Shah and Dr. Khushnuma Tata

Abstract

There is a famous quote by Maxime Legace that states, “Spirituality is the art of keeping your internal fire alive.” Over the past few years, spirituality has been inculcated by different generations. Even though the concept is an old one, it has gained tremendous popularity in the last few decades. Today spirituality is a broad concept that includes a sense of connection to something bigger than ourselves, and it typically involves a search for meaning in life. Spirituality is widespread in different sectors like the health sector, education, and working cultures. Social media is a relatively new concept that has changed the meaning of spirituality. Its impact and reach are maxima among all the media tools. The pandemic has given people a very difficult time. Many were diagnosed with depression, anxiety, alcoholism, and many such mental health problems. Spirituality has taken a digital route where monks tried to reach out to people using social media platforms to talk to them and convey their teachings amidst the pandemic. The aim of this paper is to find the influence of social media on spirituality among the youth in India. Our findings suggest a preference among the youth to explore the journey of spirituality through online videos and podcasts as opposed to books and articles. The paper traces not only the rise and impact of social media usage but also its lack of success in spreading awareness about the difference between a spiritual and religious person.

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