International and national social media campaigns, for instance, #BringBackOurGirls, #MeToo #JusticeforZainab, have highlighted this instrumental use of social media. This is especially important contexts like Pakistan, where women who choose to express their individuality, assert rights, exercise freedom of choice, voice opinions openly, and move in the public sphere among or with men, all of which may often be looked down upon, while their defiance of traditional gender roles is interpreted as a sign of loose morals and bad character (Salam, Citation2011). However, these also offer a means of communication that facilitates transgression of traditional gendered social interactions. The popularity of social media resides in the diverse range of resources such as audios, videos, visuals, text and gifs that are on offer for online communication. Social media provide people with platforms for building and maintaining social relations with other individuals, regardless of age, language, ethnicity, color, region, sex or religion (boyd & Ellison, Citation2007).
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