DIGITALIZATION AND SOCIAL TRANSFORMATION IN WEIGHTLIFTING: URBAN–RURAL DIFFERENCES IN DIGITAL ENGAGEMENT AND SOCIAL INCLUSIVITY IN PUNJAB, INDIA

Abstract

Objective: This study investigated urban–rural differences in Digital Media engagement and Social Inclusivity among young adults involved in weightlifting or structured strength training in the Malwa region of Punjab, India. It also examined the independent contributions of urban residence, gender, age, and training experience to these outcomes. Methods: A cross-sectional quantitative analysis was conducted using data from 200 participants aged 18–25 years recruited from Bathinda, Patiala, Sangrur, Moga, and Ludhiana. The sample included 100 urban and 100 rural participants and equal numbers of males and females. All participants had at least six months of continuous experience in weightlifting or structured strength training. Digital Media and Social Inclusivity were measured using continuous five-point Likert type scales. Independent-samples t tests, Pearson correlations, one-way ANOVA, and multiple linear regression were employed. Results: Digital Media engagement was substantially higher among urban participants (M = 4.50, SD = 0.50) than rural participants (M = 2.40, SD = 0.49), with a mean difference of 2.10, 95% CI [1.96, 2.24], t(197.92) = 29.85, p < .001, Cohen's d = 4.22. Urban residence was the strongest predictor of Digital Media engagement (B = 2.13, p < .001), while age was positively associated (B = 0.29, p < .001) and training experience negatively associated (B = −0.05, p = .001). The model explained 83.2% of variance. Social Inclusivity was also significantly higher in urban settings (M = 4.37, SD = 0.63) than rural settings (M = 2.50, SD = 0.50), t(198) = 23.20, p < .001, d = 3.28. Urban residence predicted Social Inclusivity (B = 1.88, p < .001), with the model explaining 78.0% of variance. Gender did not significantly predict either outcome. Conclusion: Urbanization is strongly associated with digital and sociocultural dimensions of contemporary weightlifting. The findings suggest that unequal access to digital fitness resources and differences in the social organization of training may reinforce the broader urban–rural divide. Digital inclusion strategies should therefore be incorporated into rural weightlifting development alongside physical infrastructure.