Page 1 of 13 Participatory Development and Social Media: Mapping Correlation and Constructing Framework Through the Case of Paani Foundation First Author: Second Author: Dr. R.B. Chincholkar, Head, Chaitanya Shinkhede Department of Mass Communiation Research Assistant, And Journalism, PAH Solapur Department of Mass Communication University, Solapur and Journalism, PAH Solapur University, Solapur Abstract The foundation of participatory development paradigm is entrenched on the integrity of public participation. As broad as it gets, the discipline of public participation in digital mediums is replacing the conventional framework of information sharing with the notion of functional interactivity. Strikingly, this phenomenon is not restricted solely to the urban sector. Online infrastructure and internet connectivity have reached the deepest part of India in recent years, ensuring inclusive development and empowerment. In spite of that, the mass population of India residing in rural areas is heavily reclined on governmental schemes and aid. Instead of utilizing new communication technologies to transport governmental schemes for the welfare of rural people, the efforts should be taken on the implementation of active engagement of mass in development projects, feasibly with the advent of social media. With a perspective of participatory development, this paper takes up the case of Paani Foundation, a non- governmental organization, and analyses its social media activity. This study attempts to understand the source and nature of the social media content produced during Water Cup 2019, an annual competition organized by Paani Foundation to make Maharashtra drought-free. Further, it investigates the mass approach to the organization's initiatives on social media. For the purpose, quantitative content analysis is conducted, which examines the state of public participation through the comments on the social media platform. The key idea of this research is to make an inquiry about the indistinct correlation between social media and participatory development. Keywords Participatory Development, Social Media, Facebook, Comments, Paani Foundation, Water Cup 2019 Introduction The linkage between society, culture, and media is complicated. There is a logical as well as the natural association between these three interdependent disciplines. At the core, communication plays an important role. The nature of society, whether it is barbarian or civilized, revolves around the factor of communication. Communication maintains the status quo and at the same time, formulate a characteristic that leads societies to the development and progress. In other words, in urban and as well as rural societies, mass media is the bearer of effective communication. As media is a confluence of technology and content, it possesses the power to develop societies, meanwhile transforming the culture.