How TikTok Rewrote Pashtun Norms

Back in 2012, the emergence of Facebook introduced a revolutionary platform for social interaction, and like many, I joined out of curiosity. Initially, it offered an enjoyable way to connect with others, but it wasn’t long before the misuse began. Fake accounts, often created under female names, quickly turned the platform into a space marred by deception and negativity. Within just a few years, it had become an unpleasant experience due to the lack of understanding about its purpose. Seeking a change, I turned to Twitter, now known as X, but found it similarly uninspiring over time. Eventually, I moved to TikTok, originally known as Musically, which offered a unique concept: sharing videos that showcased talent, provided education, or spread awareness all in just a few seconds. However, much like its predecessors, TikTok too suffered at the hands of users who misunderstood its purpose, transforming it into a space that alienated those seeking meaningful engagement.

Social media has emerged as a platform of unparalleled freedom, allowing individuals to voice their thoughts and opinions without the constraints often imposed by traditional media outlets. Unlike television channels, where content is meticulously curated and agendas are subtly or overtly engineered, platforms like TikTok, Twitter, and Instagram offer unfiltered spaces for expression. This democratization of communication enables people to bypass gatekeepers and connect directly with global audiences.

Social media stands as a double-edged sword in modern communication. On one hand, it empowers audiences with knowledge, fosters global connections, and provides a voice to the marginalized. On the other hand, its unregulated nature makes it a breeding ground for manipulation, exploitation, and even blackmail. Malicious actors exploit these platforms to spread misinformation, harass individuals, or coerce vulnerable users, often under the guise of anonymity. 

Social media can be likened to a knife a tool designed to benefit society, enabling connection, education, and awareness. Just as a knife is intended for constructive purposes like preparing food, social platforms were created to foster communication and knowledge-sharing. However, when misused, both can cause harm. The fault lies not in the tool itself but in the hands that wield it irresponsibly.

TikTok, a global social media phenomenon, has become a hub where billions of users create and consume content spanning entertainment, education, awareness, and morality. Its short-video format has democratized storytelling, allowing individuals from diverse backgrounds to share their skills, ideas, and values with a worldwide audience. From humorous skits to educational tutorials and thought-provoking messages, TikTok serves as a platform that transcends borders and cultures. However, its rapid growth has also sparked debates about content regulation, cultural erosion, and the ethical implications of virality. While it thrives as a space for creativity and connection, its influence on societal norms continues to draw both praise and scrutiny.

TikTok has taken root in Pashtun society, drawing a vast majority of users into a world they often engage with blindly. The content created, coupled with the language and attitudes displayed, reflects a shallow mindset that is eroding the core values of Pashtun culture. The platform, while offering a space for creativity, has also become a breeding ground for behaviors that disregard traditional norms of morality and respect. The younger generation, entranced by the allure of virality and fleeting fame, has become deeply engrossed in this digital vortex, often at the cost of their cultural identity. This unchecked immersion is not only fading the moral fabric of the community but also distancing the youth from the values of dignity, honor, and respect that once defined Pashtun society.

Traditionally, the cornerstone of Pashtun upbringing was rooted in homes and hujras, where elders played a pivotal role in shaping the character and values of the younger generation. Guided by wisdom, patience, and mutual respect, these spaces nurtured discipline, dignity, and a deep respect for societal norms. Olaf Caroe in his book "The Pathan",  highlights that,

"The Hujra as a central institution in Pashtun society. Hujra as a communal space that serves multiple purpose social, political, and cultural. The hujra acts as a gathering place for men, where hospitality is extended to guests, community matters are discussed, and younger generations are mentored by elders. It is deeply tied to the Pashtunwali code, symbolizing values like hospitality (melmastia) and counsel (jirga)"

Today, however, the advent of platforms like TikTok has fragmented this cultural framework. The younger generation has retreated into digital worlds, where respect for elders, patience, and courteous language have eroded. Girls, once symbols of modesty and honor, now appear live on social media, often using inappropriate language, sometimes in front of their families. The moral decline is stark, and the traditional authority of parents to guide or mend their children has diminished. This cultural shift highlights the growing disconnect between Pashtun values and the influence of unchecked digital platforms.

"It is easier to build strong children than to repair broken men"  Frederick Douglass

In the age of screens and technology, part of the responsibility for the moral decline in Pashtun society rests with parents who provide smartphones to children at an impressionable age. These young minds, fragile and still developing, are influenced by the digital content they consume, often without proper guidance. Traditionally shaped by elders through structured upbringing, children now turn to social media for validation, leading to the erosion of cultural norms. The rapid impact of this shift on Pashtun culture is stark, manifesting in the rise of domestic violence, unnecessary quarrels, impatience, impulsive actions, and widespread disrespect. The very tool meant to connect and inform has, in many cases, become a catalyst for social decay, sowing seeds of discord within families and communities.

 A lack of digital literacy and unchecked misinformation can turn these platforms into weapons of exploitation, manipulation, and harm. This comparison underscores the critical need for education and ethical use to ensure that social media serves its intended purpose of societal progress.

The great Khushal Khan Khattak says,

پښتانۀ چې يو ځل مخ کښې په يو لور

بيا دا نه ګورې کوهي دے که ګړنګ

"Pashtuns, once they set out in one direction,

Do not look to see if it’s a well or a cliff"

Salom