Social Media as a Catalyst for Women Entrepreneurs: Exploring Indian Knowledge System in Relation to History, Painting and Sculpture with Special Reference to Assam

Abstract

The social media in the contemporary society is thus becoming a requirement that can not be viewed merely in respect to communication and entertainment, but also as a form of empowerment particularly amongst women entrepreneurs. The paper examines the way the social media platform can help promote and grow businesses owned by the women of Assam to allow them reach larger markets both domestic and otherwise. The paper explains why the women will use their heritage as their source of opportunities and technology as their tool to create new entrepreneurial opportunities by examining the interlude between the modern digital instruments and being abreast of traditional knowledge systems. Social media as the transformative media, in this instance, makes women more visible, networking and economical in Assam (Singh, 2020).

This is because the paper illuminates the entrepreneurial endeavors of the Assamese women in the overall cultural and historical context, which includes the artistic craft of painting and sculpture. The personal reflections of these entrepreneurs, their issues and emotions of people are comprehended using qualitative exploratory case study approach of the paper. Reconciliation of the past and the present knowledge systems in the art and history division with the modern business practices makes the research highlight how cultural identity and heritage can guide the new entrepreneurship in the state of Assam (Dutta, 2018). The strategy does not only emphasize the importance of social media in economic empowerment, the modern business customs have hidden meanings to the cultural continuity.