EVALUATION OF SOCIAL MEDIA INFLUENCE ON THE CULTURAL VALUES OF NEMBE YOUTH

ABSTRACT

This study examined social media influence on the cultural values of Nembe Youth in Bayelsa State. The objectives of the study were to find out the extent of exposure of Nembe youth to cultural messages on social media, find out the social media platforms through which youth in Nembe access the cultural values of Nigeria, examine the perception of Nembe youth on the cultural values of Nigeria on social media, and the influence of youths' exposure to Nigerian cultural values on social media. Elaboration Likelihood Model (ELM), Cultivation Theory and the Technological Determinism Theory served as the theories for the study. Survey served as research design while questionnaire was the research instrument. The population of the study was 282, 480 and the sample size was 399. The study found that Nembe youth are exposed to cultural messages on social media to a moderate extent. Social media platforms, particularly Facebook and YouTube, are popular among Nembe youth for exposure to cultural messages, and they have the potential to influence cultural behaviour and promote cultural awareness and engagement. However, it was also found that many Nembe youth do not really learn their culture from social media but only use social media to complement their pre-existing cultural beliefs. This implies that social media may not be the most effective means of promoting deep learning and understanding of cultural values. Based on this, it was recommended among other things that organisations and individuals promoting cultural messages on social media should increase their efforts to reach a larger audience of Nembe youth and that they should consider using other methods, in addition to social media, to promote deep learning