ABSTRACT: This study explores the influence of social media on lifestyle of youth. Given the pervasive use of platforms such as Facebook, WhatsApp, Twitter, YouTube, Instagram, and TikTok, where students engage daily in activities ranging from chatting and dating to business and gossip, this research aims to understand how these interactions shape youth lifestyle. Anchored in the frameworks of Technology Determinism Theory and Uses and Gratifications, a cross-sectional survey method was employed. Data was gathered through questionnaires distributed to 100 students selected via a multi-stage sampling technique. The findings reveal a widespread daily engagement with social media among the respondents, significantly impacting their lifestyle and social behaviours including dressing patterns, communication styles, study habits, dating, and romantic relationships. The study concludes that while social media significantly influences various aspects of students’ lives, it holds potential as a powerful tool for academic advancement if leveraged appropriately.
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
The digital revolution has fundamentally transformed how individuals across the globe interact, communicate, and conduct various aspects of their daily lives. Among the most impactful developments in this revolution is the rise of social media, which has redefined social norms, behaviors, and interactions, especially among the youth. In Nigeria, the influence of social media on the lifestyles of young people is profound and multifaceted, shaping everything from social interactions to cultural expressions and educational pursuits.
Social media platforms, such as Facebook, WhatsApp, Twitter, Instagram, YouTube, and TikTok, have become ubiquitous among Nigerian youth. These platforms provide avenues for communication, entertainment, self-expression, and even entrepreneurship. According to recent statistics, Nigeria boasts one of the largest populations of social media users in Africa, with millions of young people logging in daily to these platforms (Statista, 2023). This high engagement is driven by the proliferation of smartphones, improved internet accessibility, and the inherent appeal of social media in facilitating instant and broad-reaching communication.
The allure of social media lies in its ability to connect users across vast distances, offering a virtual space where they can share experiences, ideas, and content in real-time. For Nigerian youth, this connectivity provides a vital link to both local and global communities, enabling them to participate in a shared cultural dialogue that transcends geographical boundaries (Ajiboye et al., 2021). Social media thus serves as a conduit for cultural exchange, where trends, norms, and values can be disseminated and adopted quickly.
One significant impact of social media on the lifestyle of Nigerian youth is evident in their social behaviors and interactions. Social media platforms have redefined how young people build and maintain relationships. Traditional face-to-face interactions are increasingly supplemented, and in some cases replaced, by virtual engagements. This shift has introduced new dynamics in social connections, where the quality of relationships is often gauged by online presence and digital interactions. Studies have shown that many young Nigerians use social media to keep in touch with family and friends, seek new connections, and even form romantic relationships (Ibrahim & Adamu, 2022).
In the realm of cultural expression, social media has become a powerful tool for shaping and reflecting youth identity. Platforms like Instagram and TikTok are particularly popular for sharing fashion trends, music, dance, and other forms of artistic expression. Nigerian youth are known for their vibrant and diverse culture, which is increasingly showcased and propagated through social media. The influence of these platforms is evident in the rapid adoption of global fashion trends and the fusion of local and international styles in everyday attire and lifestyle choices (Oni, 2020). Social media influencers and celebrities play a crucial role in this process, as their posts and endorsements significantly shape the cultural landscape and aspirations of young Nigerians.
Furthermore, social media has also impacted the academic lives of Nigerian youth. While it provides an avenue for educational content and opportunities for learning, it also poses challenges regarding time management and focus. Many students find themselves spending significant amounts of time on social media, which can detract from their academic responsibilities. However, the educational potential of social media should not be underestimated. Platforms like YouTube and LinkedIn offer vast resources for learning and professional development, and many students utilize these tools to supplement their formal education and enhance their skills (Bala & Jibril, 2021).
The entrepreneurial spirit among Nigerian youth has found fertile ground in social media as well. Platforms such as Instagram and Facebook have become critical for young entrepreneurs to market their products and services, reach wider audiences, and engage directly with customers. This trend has democratized business opportunities, allowing youth from various backgrounds to start and grow their ventures with minimal capital investment. Social media thus serves as a catalyst for economic empowerment and innovation among Nigerian youth (Nwaorgu, 2021).
However, the influence of social media on the lifestyle of Nigerian youth is not without its challenges. The pervasive nature of social media has raised concerns about its impact on mental health, privacy, and the potential for exposure to harmful content. Excessive use of social media has been linked to issues such as anxiety, depression, and a sense of isolation, as young people may feel pressured to conform to unrealistic standards of success and beauty presented online (Oluwatuyi & Abosede, 2019). Additionally, the rapid spread of misinformation and cyberbullying are significant concerns that can have detrimental effects on the well-being and safety of young users.
Privacy issues are also paramount, as many young people may not fully understand the implications of sharing personal information online. The digital footprints they leave can expose them to various risks, including identity theft, harassment, and exploitation. There is a growing need for digital literacy and awareness among Nigerian youth to navigate these challenges effectively and to use social media in a way that maximizes its benefits while minimizing its risks (Ojo et al., 2022).
The Nigerian government and various stakeholders have recognized the profound impact of social media on youth and have initiated efforts to harness its positive aspects while mitigating its negative effects. Policies and programs aimed at promoting digital literacy, responsible use of social media, and the protection of online privacy are being implemented. Additionally, there is an emphasis on leveraging social media for educational purposes and economic opportunities, aligning with broader national goals of youth empowerment and development (Eze, 2020).
In short, social media plays a pivotal role in shaping the lifestyle of Nigerian youth. It influences their social interactions, cultural expressions, educational pursuits, and entrepreneurial activities. While it offers significant opportunities for connectivity, learning, and economic empowerment, it also presents challenges related to mental health, privacy, and misinformation. Understanding and addressing these complex dynamics is essential for fostering a balanced and positive impact of social media on the youth of Nigeria. Future research and policy initiatives should continue to explore ways to maximize the benefits of social media while addressing its potential drawbacks, ensuring that it serves as a tool for empowerment and development in the lives of Nigerian youth.
1.2 Statement of the Study
Despite the rapid proliferation and widespread use of social media among Nigerian youth, its profound and nuanced impacts on their lifestyles remain inadequately explored and understood. Social media platforms like Facebook, Instagram, TikTok, and WhatsApp are deeply embedded in the daily routines of young Nigerians, influencing various aspects of their lives, from social interactions and cultural expressions to educational pursuits and entrepreneurial activities. However, existing research often provides a fragmented view, focusing predominantly on the positive aspects or the negative consequences in isolation.
A significant research gap lies in the holistic understanding of how social media shapes the multifaceted lifestyles of Nigerian youth. Current studies tend to examine specific dimensions such as academic performance, mental health, or social behaviours in isolation, without considering the interrelated effects of social media on these and other aspects of life. Additionally, there is a scarcity of empirical data on the long-term implications of social media use, particularly how it affects youth identity formation, cultural assimilation, and socio-economic development over time.
Furthermore, while social media’s role in fostering connectivity and providing educational and economic opportunities is acknowledged, there is limited investigation into the extent to which Nigerian youth are equipped with digital literacy skills necessary to navigate the complexities of online interactions safely and effectively. The potential for misinformation, privacy breaches, and cyberbullying poses significant risks that are often overlooked in the broader discourse.
Given these gaps, there is an urgent need for comprehensive research that not only examines the immediate effects of social media on the lifestyles of Nigerian youth but also delves into the broader, long-term impacts. This research should integrate multiple perspectives and consider the socio-cultural and economic contexts unique to Nigeria, providing a nuanced understanding that can inform policy and educational initiatives aimed at maximizing the benefits of social media while mitigating its risks. It is against this background that this research investigated the influence of social media on the lifestyle of youth with a particular focus on Osun state Polytechnic, Iree.
1.3 Objectives of the Study
The main objective of the study is to investigate the influence of social media on the lifestyle of youth. The specific objectives are:
- To examine the extent to which social media platforms influence the daily social interactions and relationships among youth.
- To investigate the ways in which social media platforms shape the cultural expressions and identity formation of youth.
- To assess the effect of social media usage on the academic performance and educational aspirations of youth.
- To analyze the extent to which social media platforms facilitate entrepreneurial activities and economic opportunities for youth.
- To ascertain the extent of digital literacy skills of youth to navigate potential risks associated with social media use.
1.4 Research Questions
In order to explicate the aforementioned objectives, the listed questions provide answers to the research problem:
- To what extent do social media platforms influence the daily social interactions and relationships among youth at Osun State Polytechnic, Iree?
- In what ways do social media platforms shape the cultural expressions and identity formation of youth?
- What is the effect of social media usage on the academic performance and educational aspirations of youth?
- To what extent do social media platforms facilitate entrepreneurial activities and economic opportunities for youth?
- To what extent are youth equipped with digital literacy skills to safely navigate the potential risks associated with social media, such as misinformation, privacy breaches, and cyberbullying?
1.5 Significance of the Study
The significance of this study can be discussed from multiple perspectives, encompassing societal, professional, academic, and policy-related dimensions.
Understanding Societal Trends: Social media has become integral to how young people interact, communicate, and express themselves globally. Studying its influence provides insights into current societal trends, cultural dynamics, and evolving norms among Nigerian youth.
Educational Implications: It helps in designing educational interventions that leverage digital platforms for learning while mitigating distractions and negative impacts on students’ academic pursuits.
Digital Literacy and Safety: Investigating the digital literacy skills and safety awareness of Nigerian youth on social media is crucial for enhancing their online safety, privacy protection, and ability to critically engage with digital content. This knowledge can inform educational programmms and policies aimed at promoting responsible digital citizenship.
Policy and Intervention Development: Findings from this study can inform evidence-based policies and interventions that promote positive uses of social media while addressing its potential risks. This includes measures to combat misinformation, protect user privacy, and support healthy digital behaviours among youth.
Academic Contribution:|The study contributes to the academic literature by filling gaps in existing research, particularly in the Nigerian context. It adds empirical evidence and nuanced insights into the complex relationship between social media use and youth lifestyles, enriching academic discourse and informing future research directions.
1.6 Scope of the Study
The study which investigates the influence of social media on the lifestyle of youth shall be narrowed in scope to Osun State Polytechnic, students, Iree. Therefore, the geographical scope of this study shall be within Osun State Polytechnic, Iree, Osun State. The choose of Osun State Polytechnic, Iree is due to its proximity to the researcher as it will be difficult if not impossible to study all students across Osun State due to the limited time available, funds among other logistics.
1.7 Operational Definitions of Terms
Influence: In the context of the effects and changes in their behaviours, attitudes, interactions, cultural expressions, academic performance, economic activities, and digital literacy skills attributable to their engagement with social media platforms.
Social media: It refers to the impact and effects that platforms such as Facebook, Instagram, TikTok, and WhatsApp have on various aspects of young people’s daily interactions, cultural expressions, academic pursuits, entrepreneurial activities, and overall behavior patterns.
Lifestyle of youth: In this study, it refers to how social media influenced social lifestyle among youth in Nigeria, particularly among Osun State Polytechnic, Iree.
Social media on the lifestyle of youth: In this research, it means the impact and changes in behavioral patterns, cultural expressions, academic pursuits, economic activities, and digital literacy skills among young individuals as mediated and facilitated by their engagement with various social media platforms.
