THE INFLUENCE OF NEW MEDIA ON SOCIAL LIFE OF

NIGERIA YOUTH

(A STUDY OF GODFREY OKOYE UNIVERSITY STUDENTS)

BY

UZOCHUKWU CLINTON UZOMA

U14/MSS/MAC/033

DEPERTMENT OF MASS COMMUNICATION, FACULTY OF

MANAGEMENT OF AND SOCIAL SCIENCES, GODFREY OKOYE

UNIVERSITY, THINKERS CORNER ENUGU, ENUGU STATE.

JUNE, 2007
2

THE INFRLUENCE OF NEW MEDIA ON SOCIAL LIFE OF

NIGERIA YOUTHS

(A STUDY OF GODFREY OKOYE UNIVERSITY STUDENTS)

BY

UZOCHUKWU CLINTON UZOMA

U14/MASS/MAC/033

A PROJECT PRESENTED TO THE

DEPARTMENT OF MASS COMMUNICATION,

FACULTY OF MANAGEMENT AND SOCIAL SCIENCES,

GODFREY OKOYE UNIVERSITY, THINKERS CORNER ENUGU,

ENUGU STATE

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE

AWARD OF BACHELOR OF SCIENCE (B.SC) DEGREE

IN MASS COMMUNICATION

JUNE, 2017.
3

CERTIFICATION

This is to certify that this research work has been read and graded in partial fulfillment
of the requirement for the Bachelor of Science Degree in mass communication, at
Godfrey Okoye University, Thinkers Corner, Enugu, Enugu State.

______________ ______________

Dr. Alex Onyebuchi Date

________________ _______________

Prof. Nwaokafor C. Date

________________ _______________

External Examiner Date

4

DADICATION

I dedicate this project to God, for His infinite mercy and grace upon my life.
5

ACKNOWLEDGEMENTS

Firstly, I give God the glory for His wisdom and grace all throughout my stay in Godfrey
Okoye University. May His name be highly praise.

Secondly, my sincere gratitude goes to my supervisor, Dr. Alex Onyebuchi for his
constructive criticism, advice and contribution at every stage of this project. God shall
bless you with long life and prosperity. My warmth gratitude goes to the HOD pro.
Nwaokafor C. for his efforts to make the department what it is today, and to other
lectures that was a great impact to my academic pursuit; Dr. Regina Acholonu, Mike
Nwasu, Mr.Nnamdi Nzekwe, Mr.Benjamin O. Mr. ment Nomeh, Mrs. Kate Abgo.

Finally, to my parents, Sir Prof. Uzochukwu and Lady Ada Uzochukwu for their love,
care, financial, moral support towards my academic and pursuit. God bless you all
greatly.
6

ABSTRACT

This research exercise is on the influence of new media in social life of Nigeria youth; in Godfrey
Okoye University students. The research study adopted the media systems dependency theory
as the theoretical framework for this study. The method used for this study was survey research
method, with the population of 1640 students and a sample size of 311 students. The study
revealed that over 68% of Nigerian youth log in on social media at least four to six times in a
week and that over 80% of the youth believed that there is influence of social media on youths'
use of traditional mass media in Nigeria and that over 48% of the respondents agreed that to
some extent social media has enhanced youths* interaction on social media. The study conclude
that social media have provided an open arena where the.
7 TABLE OF CONTENTS

Title Page i

Certification ii

Dedication iii

Acknowledgements iv

Abstract , v

CHAPTER ONE: INTRODUCTION

1.1 Background of the study 1

1.2 Statement of problems 4
1.3 Objectives of the study 7
1.4 Research questions 7
1.5 Scope of the study 7
1.6 Significance of the Study 8
1.7 Operational Definition of Terms 9

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 Introduction 10
2.2 Conceptual Review 10
2.2.1 Concept of New Media 10
2.2.2 Concept of Behaviour 14
2.2.3 Factors that can influence Human Behaviour 16
2.2.4 The Benefits of Social Media 19'
2.2.5 The Impact of New Media on Intercultural Communication 23
2.3 Review of Related Studies 25
2.4 Theoretical Review 30
2.5 Summary of the Review 35

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Research Design 36

3.2 Sources of Data 37
3.3 Area of Study 38
3.4 Population of Study - 38
3.5 Sampling Technique 39
3.6 Description of Research Instrument 39
3.7 Validity and Reliability of Research Instrument 40
3.8 Method of Data Analysis 40

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.1 Introduction 41
4.2 Analysis of data 41
4.3 Discussion of Findings 53
8
9

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

The history of human communication began with the oral or

spoken tradition. Through the course of history, the dissemination of

messages progressed from simply the oral tradition, to script, print, wired

electronics, wireless electronics and finally digital communication. The

greatest change in message dissemination in recent history occurred with

the introduction of computers and the Internet in the early 1990s. Since

then, this drastic change of communication medium has significantly

affected humans' perception of the media, the usage of time and space,

and the reachability and control of the media (Guo-Ming, 2012).

In the present age of digital communication, time has been

compressed by reducing the distance between different points in space,

and the sense of space has led people to feel that local, ^national, and

global space becomes obsolete (Harvey, 2010). In addition, the

reachability of digital media can now extend to all people, instead of a

limited audience. This is significant because without the confinement of

time and space, the control of message production and dissemination is

10
no longer a privilege possessed only by church, state, and government,

but instead, equally shared by all individuals (Guo-Ming, 2012).

The new media, that resulted from the invention, encapsulated the

characteristics of the old or traditional media, and extended the potentials

arid possibilities into which both the "old" and "new" media could be put

into use. Tokunbo and Felix (2013) noted that the new media, promoted

by Internet technology, exhibit an integration and convergence of the

existing media to extend the frontiers of the possibilities of the media of

communication, The new media, which hallmarked the integration and

convergence of computer and telecommunication technologies,

revolutionized the face of human communication especially in the 21st

century7. The new information Technology "provides near limitless

possibilities of increasing the quantity and enhancing the quality, speed,

and availability of information in a complex but increasingly interdependent

world (Soola, 2010).

.ft
According to Tokunbo and Felix (2013), the new media, propelled

and driven by the internet, provide platforms for social interactions

between and among users in such a manner that no older platforms/media

can boast of. Ignatius, Alice and Lucky (2014) opined

that by their nature the social media have peculiar characteristics that

make them probably more appealing to the audience than the

conventional media. The veracity of this assertion could be perceived in

the pace of the growth of the social media sites over the few years of their
11
emergence. He gave the example of Facebook, which is the acclaimed

most popular channel among the social media reached over one billion

users within ten years of its existence as a medium of communication in

the world. The medium attained a "total of 1.23 billion users" in just a

decade of its birth (Ignatius, Alice and Lucky, 2014). Other social media

sites have similar significant number of users within their short span. This

level of wider spread of the media among the people has never been seen

in any other earlier means of communication.

The invention of the new media in modern communication is rapidly

changing the whole mass media landscape and communication enterprise

in the universe presently. This very development brought by technologies is

affecting the means of assembling, delivery or dissemination and reception

of mediated messages today (Ignatius, Alice and Lucky, 2014). These new

means of interactions have greatly changed the media uses by the

audience, the journalists and the mainstream media's relation with the

audience. The social media have altered the basic processes involved in

news gathering and dissemination in the world. With that, the audience

pattern of news consumption especially

with regard to the contents of the traditional mass media is envisaged to
be affected.

However, the positive impact of the new media is greatly among

youth as its allowed youth to make friends beyond the borders of their

country. According to Chimela, Ovute and Obochi (2015), social media

have provided an open arena where the youths are free to exchange ideas
12
on various trending issues. In support of this fact, Chinwe and Uche (2014)

noted that as social media is quickly becoming prime political battlegrounds

for several political contenders, it has changed young people's political

outlooks and participatory behavior in Nigeria, This is because it has a

democratic potential that opens for new forms of political participation and

conversations. Socially, the new media have contributed in making an

average Nigerian youth to know more about the different tribes in Nigeria

(Ignatius, Alice, and Lucky, 2014). Therefore, the focus of this study is on

the impact of new media in social life of Nigeria youth; looking into the

credibility of News on social media amongst Godfrey Okoye University

students.

1.2 STATEMENT OF PROBLEM

With the prevalence of the new media technologies, there is a

change in the media choice of the youths globally, Nigeria inclusive. A

researcher like Broddason (2016) gives credence to the above view by

noting that, "there is general agreement among media and

communication scholars that a monumental shift is occurring in the

media and communication habits of young people." The rate at which

they cling to the use of social media is quite alarming, this leaves people

in doubt whether the new channels of communication would utterly

displace or at least reduce the youths' patronage of the mainstream

media.
13
Presently, the youths' much reliance and choice of the social media

is not hidden at all. Invariably, these new media's ability to exert

influence on the use of the conventional media is an unarguable reality.

According to Aja (2011) "traditional media organizations such as radio,

television, newspapers and magazines seem to have lost prominence and

their audience..." Their news and information, as the European Society

of Professional Journalists (2014) observes, are being increasingly

circumvented by users who use alternative media sources.

From the foregoing, the mainstream media's losing of grip on the

youths' and the general usage of the prior existing channels of

communication is an envisaged phenomenon. This kind of expectation is

usually nursed by the people with the introduction of a new means of

public interaction. That perhaps informed why Broddason (2016) argues

for instance that "there is some suggestion of television being replaced

by the "new media."

However, amidst all sociological benefits, social media have

regrettably contributed to moral degeneration and decadence among

youths in several countries, including Nigeria. This, no doubt, stems from

the gross obsession with and abuse of these social networking sites. Due to

the increase in social media web-sites, there seems to be a positive

correlation between the usages of such media with cyber bullying, online

sexual predators and the decrease in-face-to-face interaction. Likewise,

14
social media seem to be influencing youths' lives in terms of exposing them

to images or alcohol, tobacco, and sexual behaviors (Kaplan, 2010).

Therefore, the challenge now is that the influence of social media on

youths' uses of conventional mass media in Nigeria is hitherto buried in

obscurity. Another problem is finding out whether the social media usage

enhances the youths' interaction with the country's leaders. Also, it is

important to systematically ascertain other purposes which the social media

accomplish for the youths. These outlined points are the problems which

this study has empirically investigated and provided answers to them.

1.3 OBJECTIVE OF THE STUDY

The mam objective of this study remains on impact of new media in
social life of Nigeria youth, while other specific objectives include:

1. To ascertain the influence of social media on youths' use of traditional

mass media in Nigeria.

2. To determine whether social media usage enhance the youths'

interaction with Nigerian leaders.

3. To examine the influence of new media to the social behaviour of

Nigerian youth.

1.4 RESEARCH QUESTIONS

1. To what extent is the influence of social media on youths' use of

traditional mass media in Nigeria?

2. To what extent does social media usage enhance the youths'

interaction with Nigerian leaders?

15
3. To what extent is the influence of new media to the social behaviour

of Nigerian youth?

1.5 SCOPE OF THE STUDY

This work will concentrate on the credibility of News on social
media amongst Godfrey Okoye University students, in Enugu state.

1.6 SIGNIFICANCE OF THE STUDY

It is expected that the output of this research will benefit students
and the administration of Godfrey Okoye University, Enugu as will show

the level of the students' use of social media. This shall help them to

understand how best to sustain the students attention on using social

networking sites. Also this work will be of immense benefit to the field of

Library and information sciences as it will be on addition to existing

literature, and shall also add to the available academic literatures on new

media.

Also the findings could be used by academic advisers and

counselors proffer professional advice to the university authorities on

how to regulate the social network usage among undergraduate

students.

Again, the findings of this study would provide facts that will enable

the ministry of communication technology to know what arises

from students' use of the social media. This will help the ministry 7, to
-it
know how to control social network usage.
16
Finally, this work would be beneficial to future researchers who can

now readily lay their hands on the result of this work by making use of

The research report.

1.7 OPERATIONAL DEFINITION OF TERMS
• Youth: Youth is the time of life when one is young, but often means

the time between childhood and adulthood (maturity). Youth could be

described operationally as students in various Universities in Nigeria

and who fall between the ages of 15 -30.

• Influence: The capacity or power of persons or things to be a

compelling force on or produce effects on the actions, behaviour,

opinions of others.

• Social networks: Social networks are online services, platforms or

sites that focus building and reflecting social relations among people,

who, for example, share interests and or activities. Social networking

sites are websites that allow those who have account with them to

communicate with a selected group of friends (Awake, 2011).

® New media: According to Wikipedia (2014), "New media refers to on-

demand access to content anytime, anywhere, on any digital device,

as well as interactive user feedback, -and creative participation.

CHAPTER TWO REVIEW OF RELATED LITERATURE

2.1 INTRODUCTION

This chapter treats on the review of related literatures on the

subject under discus and is divided in subheadings as follows; concept of

17
new media, concept of new media, concept of behaviour, factors that can

influence human behaviour, the benefits of social media, impact of new

media on intercultural communication, review of related studies,

theoretical review and summary.

2.2 CONCEPTUAL REVIEW

2.2.1 CONCEPT OF NEW

MEDIA

The new media is a broad term in media studies that emerged in

the latter part of the 20th century that refers to on- demand access to

content anytime, anywhere on any digital device as well as interactive

user feedback, creative participation and community formation around

the media content. New media has engendered the "democratization" of

the creation, publishing, distribution and consumption of media content.

Most technologies referred to as "new media" are digital easily

manipulatable, networkable, dense, compressible and interactive. Flew,

(2013) stated that "as a result of the evolution of new media

technologies, globalization occurs". He states further that globalisation is

described as more than expansion of activities beyond the boundaries of

particular nation states. It shortens the distance between people all over

the world by the electronic communication.

Until the 1980s, the media primarily relied on print and analogue

broadcast models, used by television and radio. The last three decades

have brought a rapid transformation in the media which are predicated,

18
upon the use of digital technologies such as the Internet, video games,

digital broadcasting, as well as online publications. Shapiro, cited in

Croteau and Hoyness, (2012) argues that the "emergence of new, digital

technologies signals a potentially radical shift of who is in control of

information, experience and resources". With the use of the Internet, the

world wide web, Facebook, twitter, Naijapals, blogs, short message

service (SMS), Naija pings, Badoo, pin book, pin share, YouTube, 2go,

Whatsapp, smoothie, etc. Students and people have been able to

communicate. Social media have changed the entire world. These media

ensure interactivity.

According to Spurgeon (2010), interactivity is a major criterion of

comparison between "old" mass media and "new" digitally networked

media. It is important to note that the more interactive a communication

system is, the more flexible the system is in terms of the types of

communication and exchange such a system can support.

However, Jenkins (2016) identifies two properties of communication

as participation and interactivity. While "interactivity" is a property of non-

human actors, participation is a characteristic of human actors. According

to Jenkins, while "interactivity describes the technical possibilities of

communication in closed systems; participation denotes the will to

communicate in cultural and social contexts" (Jenkins, 2006).

The new media environments provide possibilities for conversational

interaction and participation as well as generate new possibilities. The

19
possibilities, according to Spurgeon (2010), consist of "direct involvement in

the selection and distribution of media content, the appropriation and

transformation of media content to create new content, and the generation

and circulation of original content".

In view of the differences in the level of interaction and participation

in the different media systems, Bordewijk and Van Kaam (2013) classified

all media into five categories, namely, allocutionary media (broadcast),

conversational media (telephone), consultational media (print), registration

media (cable networks) and digital (Internet).

For "allocution" it is one-way communication; conversation, it is two-

way communication; consultation, one has to consult or check out the

properties before selection, registration, one must obtain permission or

register to participate; and digital, refers to the networking capabilities of

the medium. According to Spurgeon (2009), "the Internet is considered the

most interactive of all communication media because it is engineered to

support all modes of interpersonal, mass and computer-mediated

communication".

Paxson (2010) posits that the new media include internet websites

such as MySpace, Facebook, Twitter, Flicker, and other social networking or

social media, and sharing sites, as well as blogs, video games, virtual

worlds, mobile telephones, text messaging devices and Global Positioning

System (GPS) devices. Social media, which

20
include blogs (political Blog), networks (Facebook, Twitter, etc), video

sharing (YouTube) audio sharing (Podcast), mobile sites (2go etc), image

or picture sharing (flicker), etc have the capacity of boosting participation

because of its openness, conversation nature, connectedness, and textual

and audio-visual characteristic appeal (Abubakar, 2011).

It is imperative to concede to the fact that social media are "fast

becoming the default internet mode of interaction, communication and

collaboration. According to Abubakar (2011) social media are both internet

and mobile based apparatuses that allow people to easily share and discuss

information. Thus, the role of the different social media platforms in

enhancing socio-cultural, economic, political and technological development

of any nation as well as its citizenry can never be overemphasized. More

importantly, social media are being used to promote scholarship by youths

in institutions of higher learning across the globe.

2.2.2 CONCEPT OF BEHAVIOUR

Human behaviour according to Suleimanu and Nnamdi (2011) is
the potential and expressed capacity for physical, mental, and social

activity during the phases of human life. Heidi (2005) opined that human

beings like other animal species, have a typical life course that consists of

successive phases of growth, each of which is characterized by a distinct

set of physical, physiological, and behavioural features. These phases are

prenatal life, infancy, childhood, adolescence, and adulthood (including old

age).
21
Hakim, Akhtar and Hakeem (2014) further described human

behaviour as the range of behaviours exhibited by humans and which are

influenced by culture, attitudes, emotions, values, ethics, authority,

rapport, hypnosis, persuasion, coercion and genetics. They further noted

that the behaviour of humans fall within a range, with some behaviour

being common, some usual, some acceptable, and some outside

acceptable limits.

In sociology, Muhammad and Bushra (2015) observed that behaviour

in general is characterized as having no meaning, being not directed at

other people, and thus, is the most basic human action. Behaviour in this

general sense should not be mistaken with social behaviour, which is a

more advanced action, as social behaviour is behaviour specifically directed

at other people. The acceptability of behaviour depends heavily on social

norms and is regulated by various social controls.

Human behaviour is experienced throughout an individual's entire

lifetime. It includes the way they act based on different factors such as

genetics, social norms, core faith, and attitude. Behaviour is impacted by

certain traits each individual has. The traits vary from person to person and

can produce different actions or behaviour from each person (Suleimanu

and Nnamdi, 2011).

 2.2.3
22 FACTORS THAT CAN INFLUENCE HUMAN BEHAVIOUR
According to Suleimanu and Nnamdi (2011), there are factors that

can influence human behaviour. These factors according to them determine

most often how one behaves at a particular time, and they as follows:

• Genetics: Long before Charles Darwin published his book on'the

"Origin of species" in 1859, animal breeders knew that patterns of

behaviour are somehow influenced by inheritance from parents.

Studies of identical twins are compared to less closely related human

beings, and of children brought up in adoptive homes, have helped

scientists understand the influence of genetics on human behaviour.

In the study of human behaviour, genetics is still developing steadily

with new methods such as gnome- wide association studies.

• Social Norms: Social norms, the often-unspoken rules of a group,

shape not just our behaviours but also our attitudes. An individual's

behaviour varies depending on the group(s) they are a part of, a

characteristic of society that allows norms to heavily on impact

society.

Without social norms, human society would not function as it

currently does, humans would have to be more abstract in their

behaviour, as there not be pre-tested "normal" standardized lifestyle and

individuals would have to make many more choices for themselves. The

institutionalization of norms is, however, inherent in human society perhaps

as direct result of the desire to be accepted by others, which leads humans

to manipulate their own behaviour in order to "fit in" with others.

23
Depending on their own nature and upon one's perspective, norms can

impact different sections of society both positively (e.g. eating, dressing,

salutation) and negatively (e.g. racism, drug use, materialism).

Core faith and culture: Another important aspect of human
\
behaviour is their "core faith". This faith can be manifested in their forms of

religion, philosophy, culture, and/or personal belief and often affects the

way a person can behave. It is only natural that something that plays such

a large role in society to have an effect on human behaviour. Morals are

another factor of core faith that affects the way a person behaves.

Emotions connected to morals including shame, pride, and discomfort and

these ckn change the way a person acts. Most importantly, shame and guilt

have a large impact on behaviour. Lastly, culture highly affects human

behaviour. The beliefs of certain cultures are taught to children from such a

young age that they are greatly affected as they grow up. These beliefs are

taken into consideration throughout daily life, which leads to people of

different cultures acting differently. These differences are able to alter the

way different cultures are able to interact and act.

Attitude: An attitude is an expression of favour or disfavour toward a

person, place, thing, or event. The interesting thing about an attitude and

human beings is that it alters between each individual. Everyone has a

different attitude towards different things. A main factor that determines

attitude is likes and dislikes. The more one likes something or someone the

more one is willing to open up and accept what they have to offer. When

one doesn't like something, one is more likely to get defensive and shut
24
down. An example of how one's attitude affects one's human behaviour

could as simple as taking a child to park or to the doctor. Children know

they have fun at the park so their attitude becomes willing and positive, but

when a doctor is mentioned, they shut down and become upset with the

thought of pain. Attitude can sculpt personalities and the way people view

who we are. People with similar attitudes tend to stick together as interests

and hobbies are common. This does not mean that people with attitudes do

not interact, because they do. What it means is that specific attitudes
can bring people together.
Attitudes have a lot to do with the mind which highly relates to

human behaviour. The way a human behaves depends a lot on how

they look at the situation and what they expect to gain from it.

Positive attitudes are better than negative emotions that most of the

time can be avoided. It is up to humans to make sure their attitudes

positively affects the behaviours they want to show. This can be done

by assessing their attitudes and properly presenting them in society.

2.2.4 THE BENEFITS OF SOCIAL MEDIA

The emergence of social media offers great benefits to humanity.
Ikpe and Olise (2010) observed that social media as new communication

technologies are used as channels of information dissemination to

heterogeneous audiences without the constraints of time, space or

25
distance. Further, stating that with the social media one can conveniently

send or receive information to or from anyone and at anytime irrespective

of geographical barriers.

Soola (2009) described the new media (social media) as

communication technologies with impressive array of sophistication,

increasing efficiency, reliability, speed, accuracy, cheapness, portability and

ubiquity made possible by microprocessors. Some of these phenomenal

media include internet websites such as Facebook, My space, Twitter,

Flicker and other social networking or social media and sharing sites, as

well as blogs videos games, virtual worlds, mobile telephones, text

messaging devices and Global Positioning System (GPS) devices (Paxson

2010). These devices currently serve as easy, quick and reliable sources of

information.

Soola (2009) observed that social media "provides near limitless

possibilities of increasing the quantity and enhancing the quality, speed and

availability of information in a complex but increasingly interdependent

world. Through the use of social media, people can be kept up dated on

issues or events on a minute interval. This is particularly possible because

these social websites are interactively accessible with mobile phones. The

use of Blackberry phones (BBM) for instance, makes this easier, as one can

send both images and snapped shots alongside information on the most

current event or issues as the case may be, on minute interval. An example

of this can be seen in the case of the "3 June 2012 Dana Air crash" and the
26
October 6, 2012 lynching of four students of the University of Port-Harcourt

in Lagos and Port- Harcourt respectively. These news and events alongside

with pictures circulated all over Nigeria, within a twinkle of an eye, through

social networks and mostly by Blackberry users who were probably

presents at the scene. Apart from this, social media can as well serve as

easy source of information for academic purpose. For instance, while citing

a group of students in Annenbery College of Journalism, Overholser (2010)

quotes that we at Annenbery have done it patchily by bringing in folks to do

series of workshops for students and faculty. We've had regular discussions

with digital media innovators throughout the year".

Additionally, social media contribute immensely in the enhancement

of social bonds and relationships. According to Adaja and Ayodele (2013)

opined that the potentials of the new media are seamless and boundless in

terms of interactions, interrelationships, and information sharing and

exchanges. In the same vein, Nche (2012) has noted that the fundamental

aim of social media sites is to enhance communication through the act of

socializing. These sites enable users to interactively communicate, share

images, audios and videos with friends

online. They offer users opportunities to meet lost friends, make new
it
ones, meet family members who might be in different locations and

generally stay connected. Hence social bonds and relationship are

maintained and enhanced. With the social media, people communicate and

keep in touch, through sharing experiences, pictures, audio, videos and all
27
manner of information, without having to see each face to face (Nnamonu,

2013).

However, in as much as social media maintains social bonds/relation,

it unfortunately fells to meet all the social needs of man as a gregarious

animal. Hence, Tapscott as cited in Awake (2012:7) observed that "one of

the ironies of the internet is that while it makes staying in touch easier

when family members are physically apart, it can also keep them apart

when they are at home. Social media also contribute in the enhancement

of work efficiency in the office and business centres. Ikpe and Olise (2010)

have observed that social media "possess the capability to increase work

efficiency and speed as well as reduce cost". Likewise, Umekachikelu

(2013) noted that social media have "improved efficiency, as many tasks,

intellectual and otherwise can now be completed within a shorter

timeframe and with less error'*. Some of the social media sites that aid in

businesses include Linkedin, companyloop, DoMyStuff, etc, while the

"Business wiki" can be employed

in carrying office tasks.

As has been noted earlier, social media offer great and seemingly

limitless benefits. Social media, "by their very nature are drivers of social

change, organizational and national development" (Adaja and Ayodele,

2013). However, notwithstanding all these benefits, social media have

caused difficulty in understanding or communication between generations

and among people in the same culture.

28
New media also extrinsically breeds communication gaps between

different cultural and ethnic groups. The fragmented nature of new media

has switched traditional cultural grammar, cultural themes', or cultural

maps to a new pattern, resulting in the loss of traditional cultural logic. The

rearrangement or restructuring of cultural patterns, or worldview, demands

that members of a culture realign their communication behaviors within

their own community, and to learn a new way of interaction with people

from differing cultures. New media fosters a new culture in human society,

in which the degree of ambiguity and uncertainty has been reshuffled and

has reached its highest pdint, especially in the process of intercultural

communication. How to readjust to this new situation and smoothly achieve

the goal of mutual understanding for people from different cultural groups

in this chaotic stage of cultural change becomes a great challenge for the

practical need

of interaction in daily life and research in the scholarly community. It is

under this circumstance that we see more and more scholars are becoming

involved in the investigation of the relationship between new media and

intercultural communication (Allwood & Schroeder, 2000; Shuter, 2011).

2.3 REVIEW OF RELATED STUDIES

Some empirical studies have shown that student refer social

networking sites as an interactive site were people communicate and

interact with one another. An empirical study conducted by Idakwo (2011),

among other things upholds the fact that the use of social media as a
29
means of communication has been adopted in Nigeria. The study examines

"the use of social media among Nigerian youths. From the title, it is crystal

clear that some findings of the study shall be relevant here, as many"

youths fall within the age bracket of most students in the universities this

study covered. In his study, Idakwo, among other things discovered that

most people use Facebook more than other social media channels in

Nigeria. Also, most respondents concurred to the fact they use the social

medial especially Facebook, as an alternative to other conventional

communication media. In the words of the researcher, "with regard to the

use of Facebook as an alternative mode of communication, 74% admitted

to using Facebook as an alternative to other kinds of communication". In a

nutshell, the author summarizes other key points of his findings as follows:

Social media have become a mainstream activity and have become

%
a major mode of communication especially for youths who form about 50%

of the world population on facebook. Social media have moved from

30
being just interactive to a form of mass media. Social media have been

predicted as a strong force in shaping public opinion especially in issue

of politics, social causes and sexuality. Social media have also been an

expression of the complexities between the media and society (Idakwo,

2011).

Moreover, another empirical study which is related to this work is a

research conducted by Folorunso, Vincent, Adekoyo and 0gunde,(2010),

at university of Agriculture Abeokuta, Ogun State, Nigeria. They studied

'Diffusion of Innovation in social Networking sites among university

students.' One of the major findings of the study shows that the

respondents had attempted to try social networking sites before

adopting its uses. Thus, the users of the sites often examine it and

probably know the gratifications they could derive from the media

before accepting to use any of them Folorunso, et al, (2010).

According to Kim (2011) As much as individuals get immersed in

the endless flow of free videos on YouTube potentially sacrificing real

world relationships, they continuously redefine the notion of community

• by constructing alternative ones that promote active interactions with

others virtually or physically. This is seen in the case of school-girls' and

stay-home mothers' capability to form activist communities for the

candlelight movements. For example, soul Dresser, Korean women's

online taste community on fashion exemplified how the virtual community

transformed itself as a real world force of people power by amassing

31
resources such as money and protesters based on its existing networks. In

the finding of Kim above, another different picture was being Rainte,

maintaining that as people deepen themselves in viewing videos on you

Tube, they build a form of community that encourage an active interaction

physically or cyberspace-wise with other users.

Olasinde (2014) examined on the analysis of the Influence of Social

Media Sites on Nigerian Undergraduates. He adopted both quantitative and

qualitative methods of using questionnaire to research on 620 students of

Bowen University. The results of the study of 620 respondents to

questionnaire and 16 participants in two focus group discussion sessions

revealed different uses of social media. These range from socialization,

enhanced learning opportunities, communication usage, entertainment,

political participation, sexting, bullying to poor academic performance. The

findings also suggested that Nigerian youths visited popular sites that

youths in other regions of the world visit as those sites served as vehicles

of news information, opinion sharing, business development and cultural

production. The paper concluded that those sites visited by Nigerian youths

were not significantly different from those visited in other climes and these

sites served as avenues for

information, opinion sharing, entertainment business development as well

as cultural productions.

Onah and Nche (2014) examined the moral implication of the

phenomenon of social media in Nigeria. The study posits that though

32
social media offer great benefits, the phenomenon has given rise to

moral issues in Nigeria, especially among the youths. Through the use of

qualitative and quantitative data analysis, it was found that the social

media phenomenon is overwhelmingly popular among Nigerian youths as

well as one of the major contributors to moral degeneration in the

country.

Ignatius, Alice and Lucky (2014) investigated on the influence of

Social Media on Youths' usage of Traditional Mass Media in Nigeria. The

study was conducted using survey research method with sample size of

500, multi-stage sampling technique was adopted to draw samples and

questionnaire was used as instrument of data collection. The study

revealed that social media create wider links enabling yoyth audiences

using them to access traditional mass media online. Thus, social media

widen the horizon of media convergence. Also, the study found that

youths use social media to date, indulge in cybercrimes, discuss national

issues like economic, politics, and socio-religious matters; but most of

them do not use the media to communicate to their national leaders on

38
aforementioned issues. Based on the results, the researchers recommend

that the government enact laws to guide the youths' uses of the social

media in Nigeria.

Eke, Omekwu and Odoh (2014) carried out a research on the use of

social networking sites among the undergraduate students of university of

Nigeria Nsukka. The study adopted the descriptive survey research design

which was employed to derive responses from a sample size of 150

undergraduate students of university of Nigeria Nsukka who were selected

via random sampling techniques. Data were collected from this population

using questionnaire. The 150 respondents completed and returned the

questionnaire correctly representing 100% response sate. Means (x) were

used to analyze the six research questions that guided the study. The

result of the study reveals that mostly all the student were using the

social networking sites in interaction with friends, connecting to their class

mates for online study and for discussing serious national issues and

watching movies etc. There are also laudable benefits of using social

networking sites and dangers associated with social networking and such

dangers can be ameliorated using the strategies available in the work.

Drawn from the findings, it was recommended that university Authorities

should organize seminars to enlighten students on the not-so good

aspects of social networking sites etc. In addition useful suggestions for

further research were equally made.

 « 39

In addition, Haridakis and Hanson in (2009) examined one of the

social media, you Tube, in a study entitled, "social interaction and co-

viewing blending mass communication reception and social

communication". The major finding of the researchers was that, "...while

people watch videos on you Tube for some of the same reasons identified

in the studies of television viewing, there is a distinctly social aspect to

you Tube use that reflects its social networking characteristics". Therefore

the study reveals that the viewers of the you Tube medium perceived it as

sharing certain features with television but in addition it has some social

media properties.

2.4 THEORETICAL REVIEW

In a bid to give theoretical backing to the study of Impact of new
media in social life of Nigeria youth, Uses and Gratifications Theory and

media systems dependency (MSD) theory were examined and adopted as

the theoretical framework for this study.

The uses and gratifications theory holds that the nature and extent

of effect of the mass media on the audience is conditioned by the uses

which the audience make of the media. As an effect theory, Melvin (2009)

writes, there are three objectives in developing the uses and gratifications

theory:

• To explain how individuals use mass communication to gratify their

needs. "What do people do with the media?"

 « 40

• To discover underlying motives for individuals' media use.

• To identify the positive and the negative consequences of individual

media use.

The bottom line of uses and gratification theory is that media do

not do things to people; rather, people do things with media. Specifically
«
the objective of uses and gratification theory, according to Burgeon,

Hunsaker and Dawson (2009), is to explain how individuals use mass

communication to gratify their needs. Putting it analogical, the theory

explains why one person rushes home, for example, to stay up late at

night to watch the local news or read a medium. In the words of Ojobor

(2012), "All the discussions before now had emphasised what the media

do to people. To embrace the interactive relationship between the media

and the audience, the discussion at this point changes to what people do

with the media."

The uses and gratifications theory also highlights the positive

consequences of individual media use. In their contribution, Baran and

Davis (2011) conclude that audience members actively seek out the

mass media to satisfy individual needs. These include learning, passing

time, companionship, escape from tension, excitement and relaxation.In

other words, the theory is an alternative paradigm, a challenge to the

old thinking that saw the media as irresistibly forcing itself on the

audience. This old idea had inspired earlier theories like the

hypothermic needle, mass society and social control - which all

 « 41

conceived the audience as a helpless absorber of media messages.

Katz, Blumler and Gurevitch (1974), identify a key figure in the

development of this theory, called attention to the need for a functional

uses and gratifications approach to understanding media effects. They

write thatuses and gratifications theory is concerned with the social and

psychological origins of needs, which generate expectations of the mass

media or other source, which leads to differential patterns of media

exposure (or engagement in other activities), resulting in need

gratification and other consequences, mostly unintended ones.

The theory holds that the audience's use of the media is

principally inspired and shaped by the benefits which it looks forward to

by consuming specific media messages. Ojobor (2002) elaborates on

this point: people don't just buy papers or listen to radio or view

television programmes just for the sake of doing so. There must be

expectations of

some gains from the programme or publication. The theory therefore is

concerned with how people use the mass media to satisfy their needs.

The theory is based on the assumption that the audience is proactive and

seeks media that satisfies their needs; that people choose what they want

to see or read and that different media compete to satisfy each

individual's needs. For example, if we watch the 9 o'clock network news

on channel 10 everyday and like the newscasters or their rendition, that

means we seek gratification of news by watching channel 10. As we gain

 « 42

experience with segment of the media and create a cyclical process that

reverts us back to watching the news everyday on the same channel.

The Media Systems Dependency (MSD)

This study can be explained, using the media systems dependency

(MSD) theory. The media systems dependency theory was first proposed

by Sandra Ball-Rokeach and Melivin Defleur in 1976, and consists of a

complex system in which the media, individuals, their personal

environment, and the social environment have dependency relationships

with each other. Each component depends on the others components in a

system by drawing on resource in order to satisfy goals. Particular

attention is given to the resources of media systems in modern society

and the consideration conditions which will increase or decrease

individuals reliance on media system. In another way, media systems

dependency theory is a relationship in which the capacity of individuals to

attain their goals is contingent upon the information resources of the

media systems (wikipedia, 2012).

According to Baran and Davies (2009), media systems dependency

theory assumes that the more a person depends on having his or her

needs met by media use, the more important will be the role that the

media play in the person's life, and therefore, the more influence the

media will have on the person. People turn to the media to communicate

or make sense of what is happening, as the world becomes complex.

 « 43

Little-John (2002) also explained that people will become more dependent

on the media that meet a number of their needs than on the media that

touch only a few needs. The more an individual relies on the media for

the expression of thought and sharing of ideas, the more that individual is

influenced by the media.

Again, the more we depend on social media, the more our attitudes,

cognition, emotional states or behavior will change (wikipedia, 2011). As

individuals develop expectations that the media system can provide

assistance toward goal attainment, individuals generally develop

dependency relations with the media or medium perceived to be the most

helpful in the goal pursuit. Media systems dependency theory also rests

on the fact that industrialization have decreased the influence of inter

personal communication and, therefore, increased the role of media

system (wikipedia, 2011).

Therefore, the focal point is that the theory is of the notion that

there are distinct benefits the media message consumers envisage to

get from any medium they would expose themselves to. Once the

medium does not deliver to the people those purposes, needs and or

benefits they anticipate from the organ, the tendency is that they

(audience) may desert the very channel or content that does not satisfy

them. The import is that the media audience is not an 'idle' soccer

spectator that accepts what his football team plays; failure of a medium
 « 44

to satisfy the audience's basic desire regularly will give them room for

searching for another medium.

2.5 SUMMARY

This study set out to provide a comprehensive narrative analysis

of literature addressing the allied areas of the impact of new media in

social life of Nigeria youth. Virtually all studies reviewed reveal the

impact of social media on the behavioural aspect of the youth and how

social media have been great benefits in communication.

CHAPTER THREE RESEARCH METHODOLOGY

3.0 INTRODUCTION

This chapter details the various methods, techniques and the

procedures adopted by the researcher in the process of carrying out the

study. It entails the research design, source of data, area of study,

population of the study, sampling technique, and description of research

instrument, validity and reliability of research instrument, method of data

analysis.

3.1 RESEARCH DESIGN

In the process of this study, the survey method was adopted with
the use of questionnaire as research instrument. The survey method i.e.

Questionnaire is the most appropriate for a research work that will sample

the opinion of the people in a specified problem. According to Udeagha

(2013), in a survey research design the scientific sample is studied to

 « 45

gather demographic information or sociological facts as well as

psychological information, opinion and attitude.

As a matter of fact, survey method is useful in obtaining data in a

population which might be too large to be subjected to direct observation.

Isaac (2010) stated that survey is particularly versatile and practical,

especially for the administrator, in that they identify present conditions

and point to present needs. Survey does not make decisions for the

administrators, but they can provide him with information on which to

base sound decisions.

What informs the researcher's use of the survey method was that

it gathers both factual information and the opinion of respondents,

hence the relationships among given variables will be determined.

Therefore, the results were best organized from a survey research

because it gave the researchers the chance to study human beings in

their natural surroundings and what they want. With the sample

properly done, it will produce a result which could be generalized on

the larger population.

 « 46

3.2 AREA OF STUDY

The area of study used in this research exercise is Godfrey Okoye
University Ugwuomu-Nike, Enugu, Enugu state.

3.3 POPULATION OF STUDY

The Research Population of this study comprises the students
M of

Godfrey Okoye University Thinkers Corner Emene Enugu state.

According to the statistic available to the researcher through the

University Registrar it is noted that the university have 1,640 numbers

of

students.

3,4 SAMPUB SIZE

In determining the sample size, the researcher decided to use

Wimmer and Dominick online Calculator in calculating the sample size. In the

calculation, the confidence level was 95%, the confidence interval is 5.0

and with the population of 1640, the sample is 311.

 « 47

3.5 SAMPLING TECHNIQUE

For this survey research, the instrument used was questionnaire.

In designing the questionnaire, conscientious efforts were made to

structure the series of questions in dichotomized multiple choice

i
questions which give the respondents the chance to choose from a range of

possible answers or alternatives. This questionnaire was basically divided

into two parts. The first part was the classification section that requires

the biographic information of the respondents. These questions are on

age, sex, level of education, marital status, income level etc.

The second part of the questionnaire possesses the questions

relating to the subject matter of the study. They are easy to answer

because they have two or more options "yes" or No" as the case may be

and all these questions were non-committal and neutral in nature as well
 « 48

as structured in a close ended manner that will allow for easy coding and

response identification.

3.7 VALIDITY AND RELIABILITY OF RESEARCH INSTRUMENT

The questionnaire for this study was validated by the project
supervisor who went through it and made some corrections before it was

administered.

The researcher administered some 20 copies of questionnaires to

sample/respondents. The respondents answered the questionnaires to the

best of their knowledge without being bias. The respondents used for the

pretest were selected students from different faculties.

 3.9
49 METHOD OF DATA ANALYSIS
The data collected will be analyzed using simple percentage. So to

say, these statistical tools have been proven to be appropriate and ideal for

contemporary topics like this.

The formula for simple percentage is given thus;

Number of respondents x 100

Total number of respondents 1
CHAPTER FOUR DATA PRESENTATION AND ANALYSIS

4.1 INTRODUCTION

The need for clarity in the presentation of data can only be fully

appreciated when one recognizes that a properly generated data which is

free from the common problems of inaccuracy can still not serve as useful

purpose, if poorly analyzed and presented.

For the purposes of clarity the researcher intends to in the

questionnaires and research question that will further contribute

significantly towards the achievements of the research objectives. The

data will be presented in tables with frequencies of respondents and the

simple percentage approach will also be adopted.

 504.2 ANALYSIS OF DATA

TABLE 4.2.1: AGE DISTRIBUTION OF RESPONDENTS

OPTION FREQUENCY PERCENTAGE
17-20 69 22.2
21-25 123 39.5
26-30 83 26.7
30-35 36 11.6
36 and above -
-

Total 311 100%

Source: Field Survey 2017

The table 4.2.1 shows the age distribution of respondents. In the

table, 69 respondents representing 22.2% out of the entire

respondents are within the age of 17-20 years, 123 respondents

representing 39.5% are within the age bracket of 21-25 years, 83

respondents representing 26.7% are within the age bracket 26-30

years, 36 respondents representing 11.6% out of the entire

respondents are within the age bracket of 30-35 while none of the

respondents indicated to be within 36 and above age bracket.

4.2.2 ANALYSIS OF SUBSTANTIVE ISSUES

 51TABLE 4.2.2: DO YOU LOG IN ON SOCIAL MEDIA AT LEAST 4-6
TIMES IN A WEEK?
OPTIONS RESPONSE PERCENTAGE (%)
Yes 212 68.2
No 56 18
| Can't say 43 13.8
TOTAL 311 100%
Source: Field survey, 2017.

The above table shows the responses of respondents on "Do you

log in on social media at least 4-6 times in a week". In the table, 212

respondents representing 68.2% state yes that they log in on social

media at least 4-6 times in a week, 56 respondents representing 18%

states no on the issues whether they log in on social media at least 4-6

times in a week, while the remaining 43 respondents representing

13.8% can't say anything on the question.

TABLE 4.2.3: DO SOCIAL MEDIA HAVE ANY IMPACT ON YOU?
OPTIONS RESPONSE PERCENTAGE (%) -
Yes 232 74.6
24 7.7
Can't say 55 17.7
TOTAL 311 100%

Source: Field survey, 2017.

The above table shows the responses of respondents on "Do social

media have any impact on you" In the table, 232 respondents

representing 74.6% state yes that social media have impact them, 24

respondents representing 7.7% states no on the issues whether social

 52
media have any impact on them, while the remaining 55 respondents

representing 17.7% can't say anything on the question.

TABLE 4.2.4: WHICH OF THE SOCIAL MEDIA PLATFORMS IS
MOSTLY USED BY NIGERIAN YOUTHS?
OPTIONS RESPONSE PERCENTAGE (%)
YouTube 31 9.9
Twitter 54 17.4
Instagram 71 22.8
Facebook 127 40.8
Whatsapp 28 9
Total 311 100
Source: Field survey, 2017.

The above table shows the responses of the respondents on

"which of the social media platforms is mostly used by Nigerian

Youths". In table, 31 respondents representing 9.9% indicated that

Youtube is mostly used by Nigerian youth, 54 respondents

representing 17.4% indicated Twitter as mostly used by Nigerian

youth, 71 respondents representing 22.8% indicated that Instagram is

mostly used by Nigerian youth, 127 respondents representing 40.8

indicated Facebook as mostly used, while the remaining 28

respondents representing 9% indicated that Whatsapp is mostly used

by Nigerian youth.
 46

TABLE 4.2.5: DO YOU THINK THERE IS INFLUENCE OF SOCIAL

MEDIA ON YOUTHS' USE OF TRADITIONAL MASS MEDIA IN
NIGERIA?
OPTIONS RESPONSE PERCENTAGE (%)
Strongly agree 250 80.4
Agree 27 8.7
Disagree 10 3.2
Strongly disagree 3 0.9
Undecided 19 6.1
Total 311 100
Source: Field survey, 2017.

The above table shows the responses of respondents on "do you

think there is influence of social media on youths' use of traditional mass

media in Nigeria'. In the table, 250 respondents representing 80.4%

strongly agreed that there is influence of social media on youths' use of

traditional mass media in Nigeria', 27 respondents representing 8.7%

agreed that there is influence of social media on youths' use of

traditional mass media in Nigeria', 10 respondents representing 3.2%

disagreed that there is influence of social media on youths' use of

traditional mass media m Nigeria', 3 respondents representing 0.9%

strongly disagreed that there is influence of social media on youths' use

of traditional mass media in Nigeria' while the remaining 19 respondents

representing 6.1% were undecided over the question.

 47

TABLE 4.2.6: TO WHAT EXTENT IS THE INFLUENCE OF SOCIAL

MEDIA ON YOUTHS' USE OF TRADITIONAL MASS MEDIA < IN
NIGERIA?
OPTION FREQUENCY PERCENTAGE %
Very high extent 127 40.8

High extent 149 47.9

Indifferent 32 10.2

Low extent 3 0.9

Total 311 100%

Source: field survey, 2017.

The table 4.2.6 shows the research responses on "To what extent

is the influence of social media on youths' use of traditional mass media

in Nigeria".

127 respondents representing 40.8% of the entire respondent

agreed that to a very high extent there is influence of social media on

youths' use of traditional mass media in Nigeria, 149 respondents

representing 47.9% of the entire respondents agreed that to a high

extent there is influence of social media on youths' use of traditional

mass media in Nigeria, 32 respondents representing 10.2% were

indifferent over the question while the remaining 3 persons representing

0.9% agreed to a low extent there is influence of social media on youths'

use of traditional mass media in Nigeria.

 48

TABLE 4.2,7: DOES SOCIAL MEDIA USAGE ENHANCE THE YOUTHS'

INTERACTION WITH NIGERIAN LEADERS?
OPTIONS RESPONSE PERCENTAGE (%)
Strongly agree 98 80.4

Agree 174 8.7

Disagree 35 3.2

Strongly disagree 12 0.9

Undecided 4 6.1

Total 311 100

Source: Field survey, 2017.

The above table shows the responses of respondents on "Does

social media usage enhance the youths' interaction with Nigerian leaders.

In the table, 98 respondents representing 80% strongly agreed that

social media usage enhance the youths' interaction with Nigerian leaders,

27 respondents representing 8.7% agreed that social media usage

enhance the youths' interaction with Nigerian leaders, 10 respondents

representing 3.2% disagreed that social media usage enhance the

youths' interaction with Nigerian leaders, 3 respondents

representing 0.9% strongly disagreed that social media usage enhance

-.i*

the youths' interaction with Nigerian leaders while the remaining 19

respondents representing 6.1% were undecided over the question.

 49

TABLE 4.2.8: DO YOU AGREE THAT THE SOCIAL MEDIA HAVE

REALLY CHANGED COMMUNICATION HABITS IN NIGERIA?
OPTIONS RESPONSE PERCENTAGE (%)
Strongly agree 101 32.5

Agree 183 58.8

Disagree - -

j Strongly disagree 7 2.2

Undecided 20 6.4

«
Total 311 100
Source: Field survey, 2017.

The above table shows the responses of respondents on "Do you

agree that the social media have really changed communication habits in

Nigeria". In the table, 101 respondents representing 32.5% strongly

agreed that social media have really changed communication habits in

Nigeria, 183 respondents representing 8.7% agreed that social media

have really changed communication habits in Nigeria, no respondent

indicated disagree on the question, 7 respondents representing 2.2%

strongly disagreed that social media have really changed communication

habits in Nigeria while the remaining 20 respondents representing 6.4%

were undecided over the question.
 50

TABLE 4.2.9: TO WHAT EXTENT DOES SOCIAL MEDIA USAGE

ENHANCE THE YOUTHS' INTERACTION WITH NIGERIAN LEADERS?
OPTION FREQUENCY PERCENTAGE %
Very high extent 47 15.1

High extent 152 48.8

Indifferent 28 9

Low extent 84 27

Total 311 100%

Source: field survey, 2017.

The table 4.2.9 shows the research responses on "To what extent

does social media usage enhance the youths' interaction with Nigerian

leaders"

47 respondents representing 15.1% of the entire respondent agreed

that to a very high extent, 152 respondents representing 48.8% of the

entire respondents agreed that to a high extent social media usage

enhance the youths' interaction with Nigerian leaders, 28 respondents

representing 9% were indifferent over the question while the remaining

84 persons representing 27% agreed to a low extent social media usage

enhance the youths' interaction with Nigerian leaders.

 51

TABLE 4.2.10: DO YOU THINK THAT SOCIAL MEDIA GIVES ACCURATE

AND CREDIBLE INFORMATION COMPARED WITH THE TRADITIONAL OLD
MEDIA?
OPTIONS RESPONSE PERCENTAGE (%)
Strongly agree 121 38.9

Agree 135 43.4

Disagree 23 7.4

Strongly disagree 15 4.8

Undecided 40 12.8

Total 311 100

i
Source: Field survey, 2017.

The above table shows the responses of respondents on "Do you

think that social media gives accurate and credible information compared

with the traditional old media" In the table, 121 respondents representing

38.9% strongly agreed that social media gives accurate and credible

information compared with the traditional old media, 23 respondents

representing 7.4% agreed that social media gives accurate and credible

information compared with the traditional old media, 15 respondents

representing 4.8% strongly disagreed that social media gives accurate and

credible information compared with the traditional old media while the

remaining 40 respondents representing 12.8% were undecided over the

question.
 52

TABLE 4.2.11: TO WHAT EXTENT IS THE INFLUENCE OF NEW

MEDIA TO THE SOCIAL BEHAVIOUR OF NIGERIAN YOUTH?
OPTION FREQUENCY PERCENTAGE %
Verv high extent 69 22.2

High extent 147 47.3

Indifferent 19 6.1

Low extent 76 24.4

Total 311 100%

Source: field survey, 2017.

The table 4.2.11 shows the research responses on "To what extent is

the influence of new media to the social behaviour of Nigerian youth"

69 respondents representing 22.2% of the entire respondent agreed

that there is influence of new media to the social behaviour of Nigerian

youth, 147 respondents representing 47.3% of the entire respondents

agreed that there is influence of new media to the social behaviour of

Nigerian youth, 19 respondents representing 6.1% were indifferent over

the question while the remaining 76 persons representing 24.4% agreed to

a low extent there is influence of new media to the social behaviour of

Nigerian youth.
 53

TABLE 4.2.12: THE MAJOR FACTOR ENCOURAGING USE OF SOCIAL

MEDIA AMONG NIGERIAN YOUTH?
OPTIONS FREQUENCY PERCENTAGE %
Its speed and faster way of sending 98 31.5
information

The unrestricted nature of it 53 17

Avenue to make new friends 116 37.3

Avenue to learn new things 44 14.1

TOTAL 311 100

Source: Field survey, 2017.

The. above table shows the responses of the research respondents

on "The major factor encouraging use of social media among Nigerian

youth". In the table, 98 respondents representing 31.5% stated that the

Its speed and faster way of sending information as the major factor, 53

respondents representing 17% indicated that the unrestricted nature of

it as the major factor, 116 respondents representing 37.3% indicated

that avenue to make new friends as the major factor, 44 respondents

representing 14.1% indicated that avenue to learn new things as # the

major factor encouraging use of social media among Nigerian youth.

 54

TABLE 4.2.12: DOES THE FACTORS LIST ABOVE INFLUENCES YOU?

OPTIONS RESPONSE PERCENTAGE (%)
Strongly agree 176 56.6

Agree 118 37.9

Disagree 17 3.2

Strongly disagree -
-

TOTAL 311 100%

Source: Field survey, 2017.

The above table shows the responses of respondents on "Does the

factors list above influence you". In the table, 176 respondents

respondent representing 56.6% strongly agreed that the factors listed

above influence the average Nigerian youth, 118 respondents

representing 37.9% agreed that the factors listed above influence «the

average Nigerian youth, 17 respondents representing 3.2% disagreed

that the factors listed above influence the average Nigerian youth while

no respondents indicated strongly disagree on the question. 4.3

DISCUSSION OF FINDINGS

The respondents favoured the leading sites that were also

popularly used across the globe including the Nigeria. The social

networking sites of choice were Facebook (60%) and Twitter (40%).

The predominant /use of Facebook by the respondents was rather not

surprising as they frequently post or do come online to read posts and

comment.
 55

Some scholars had found out that social networking could be a bit

more effective than traditional old media of communication with respect

to quick response, interactivity, an advantage which some corporations

can utilize in acting upon complaints almost immediately. (Faraidooi,

2011). According to Internet World Statistics 2012, Nigeria constitutes

48.4% of Internet users in Africa with 6,630,200 facebook subscribers as

at 31st December, 2012. This was quite reflected that social networking

had been regularly and frequently used by Nigerian youths to share their

ideas, thoughts and opinions with others.

This study found out that with the use of social media, Nigerian

youths access traditional mass media online. This was ascertained as

greater percentage of the respondents accepted that, Nigerian youths

access traditional mass media through the social media. This finding is in

line with the submission of Edogor (2012) that "to better reach their

target audiences effectively, most mass media organizations (both the

broadcast and the print) in the world presently are connected to the

social media in much similar manner like the individual members of the

society." So, the use of the social media, offers Nigerian youths easy

access to the traditional mass media, which have connections with the

former and solicit their audiences to follow them on the links. This link of

the traditional media with the social media is what Edogor (2012).

Furthermore, this study found out other communication purposes

which the social media serve the Nigerian youth for. In that regard, it has
 56

been established that the youths use the social media to date. This finding

is an eye-opener which proves that the youths use the social media to

initiate and nurture opposite-sex relations in the cyberspace. With a finding

of this nature, it becomes imperative that the age through which young

people are permitted to use any of the social media platforms be

scrutinized in a developing country like Nigeria. This very finding is akin to

part of the results of Haridakis and Hanson (2009, p. 329-330), who

submitted after their study entitled 'social interaction and co-viewing with

YouTube: blending mass communication reception and social connection,'

that the group they studied, "viewed YouTube for purposes of leisurely

entertainment."

Additionally, the findings of this paper reveal that most of the

respondents accepted that the youths use the social media to discuss

national issues. This finding is an encouraging fact in Nigerian youths' use

of the new media. This means that they use to have brainstorming on

certain issues about national matters through their use of the social media.

This would be essential for them to garner useful ideas that could be

implemented for the betterment of the nation. Therefore, social media

provide a forum for the youths to discuss relevant national matters, as

McQuail (2010, p. 149) noted that the mass media as a whole do when he

remarks that, "mass media often provide topics of conversation for

discussion and thus help to lubricate social life in families, workplaces..."

 57

This paper's revelation that Nigerian youths use the social media to

discuss some national issues among themselves is cheering, be that as it

may, they (the youths) do not use the media to communicate with the

country's leaders on affairs of the nation. It is interesting to learn here that

most Nigerian youths do not use the new media to communicate to their

national leaders. This should be worrisome because with the interactive

nature of the social media; it is logical to expect that the youths would be

applying them as instruments of reaching their national leaders, in this

modern era, that can be described as digitized democracy.

CHAPTER FIVE
SUMMARY OF FINDING, CONCLUSION AND RECOMENDATION
5.1 INTRODUCTION

This chapter presents the summary of research findings, conclusions,

recommendations

5.2 SUMMARY OF RESEARCH FINDINGS

4, The research study revealed that to a very significant extent there e

influence of social media on youths' use of traditional mass media in

Nigeria.

5. The researcher discovered that social media usage enhances youths'

interaction with themselves and their Nigerian leaders.

1. The research study further revealed that there is the influence of new

media to the social behaviour of Nigerian youth.

 58

5.2 CONCLUSION
The results obtained from this study have shown that a reasonable

number of Godfrey Okoye University Undergraduate students use the social

networking sites. Therefore, The popularity of the* social media usage by

undergraduate students of Godfrey Okoye University and the benefits it has

on the student -users have been confirmed from the findings of this study.

Thus, social media have provided an open arena where the youths are free

to exchange ideas on various trending issues, this making communication

free, accessible and faster. However, it is a thing of concern that only one-

third of the respondents use Social media for academic purposes. In view of

the fact that the platform was created by a student and for the use of

fellow colleagues, one would have expected Nigerian Youths to consolidate

and expand the platform for the exchange of academic materials. More so,

that there is paucity of academic journals, especially international, in the

Nigerian market and libraries of tertiary institutions.

5.3 RECOMMENDATIONS
Based on the findings of this study, it is germane to recommend to
newspaper and magazine publishers in Nigeria that:

1. The local media station should tap into the opportunity of the social

media and ensure that the station has online presence; this will help

to boost their coverage.

2. Government should to tap into the potential opportunity of the social

media by building strong ties with the youth through social media.

This will encourage civic participation of the youth in governance.

 59

3. Nigerian youth should avoid the obsession and abuse of the social

media sites, but instead should moderately utilize the array of

benefits which they offer.

4, Social Media Sites are often used for negative things such as sex-

texting, cyber bullying, sharing of obscene images, therefore non-

governmental organizations should periodically organize seminars and

workshops to enlighten the youth on how to maximize the social media

rightly.

5. Parents and guardians should as well exercise some control on what

their children and wards engage in online as a form of check when

they are at home.

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 60

Broddason? T. (2016). Youth and New Media in the Millennium.

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 17

13. To what extent does social media usage enhance the youths'
interaction with Nigerian leaders?
a. To a very high extent [ ]
b. To a high extent [ ]
c. Indifference [ ]
d. To a low extent [ ]

14. Do you think that social media gives accurate and credible
information compared with the traditional old media?
a. Strongly Agree []
b. Agree [ ]
c. Disagree [ ]
d. Strongly disagree [ ]

15. To what extent is the influence of new media to the social

behaviour of Nigerian youth?
a. To a very high extent [ ]
b. To a high extent [ ]
c. Indifference [ ]
d. To a low extent [ ]

16. The major factor encouraging use of social media among Nigerian
youth?
a. Its speed and faster way of sending information
b. The unrestricted nature of it
c. Avenue to make new friends
d. Avenue to learn new things

17. Does the factors listed above influence the average Nigerian youth?
a. Strongly Agree [ ]
b. Agree [ ]
c. Disagree [ ]
d. Strongly disagree [ ]
Onah. N. G. and Nche, G. C. (2014). The Moral Implication of
Social Media Phenomenon in Nigeria. Mediterranean Journal of
Social Sciences MCSER Publishing, Rome-Italy, Vol. 5(20)
Overholser, G (2010). Swimming in the Ocean of Socia Media.
Rhodes Journalism Review. No.30.
Paxson, P (2010). Mass Communications and Media Suites: An
Introduction. New York: The Continuum International Publishing
Group.
 18

Soola, O. (2010). Modern Business Communication. Ibadan:

Kraft Books Limited.
Spurgeon, C. (2010). Advertising and New Media. New York.
Routledge.
Suleimanu, U, and Nnamdi T. E. (2011). Perceived Role of
Entertainment Television in Shaping Social Behaviour of
Teenagers, the Nigerian Journal of Communication Vol. 9(1)
Tokunbo A. A. and Felix A. A. (2013). Nigerian Youths and Social
Media:
Harnessing the Potentials for Academic Excellence. Kuwait
Chapter of Arabian Journal of Business and Management Review
Vol. 2(5)
 19

APPENDI
X
SECTION
A
Department of Mass Communication
Godfrey Okoye University Thinkers
Corner Emene Enugu state 9th June,
2017.
Dear Sir/Madam,
REQUEST TO COMPLETE QUESTIONNAIRE
I am a student of the above named university and department
carrying out a research on "Impact of new media in social life of Nigeria
youth (A study of the credibility of News on social media amongst
Godfrey Okoye University students)"". This is part of the requirement for
the award of a Bachelor of Science (B.sc) degree, in Mass
Communication.

I therefore, solicit your assistance in providing answers to the

questions contained in this questionnaire. All information to be provided
will be treated with great confidentiality and will be strictly used by for
academic purpose. Thanks in anticipation of a positive response

Yours faithfully

Clinton Uzoehukwu
 20

SECTION B

INSTRUCTION: Please tick (V) in your preferred option BIO DATA

1. What is your gender?

a. Male []
b. Female []
2. What is your age bracket?
a. 17-20 []
b. 21-25 []
c. 26-30 []
d. 31-35 []
e. 36 and above []
3. What, is your marital status?
a. Single []
b. Married []
c. Divorced []
4. What is your highest educational qualification?
a. WASC/GCE/NECO [ ]
b. NCD/ND []
c. Bsc./HND []
RESEARCH QUESTION
NOTE: Thick the option that seems right to you in each of the question
<«
5. Do you log in on social media at least 4-6 times in a week? a. Yes [
] b. No [ ] c. Can't Say [ ]

6. Do social media have any impact on you

7. a. Yes [ ] b. No [ ] c. Can't Say [ ]
8. Which of the social media platforms is mostly used by Nigerian
Youths?
a. YouTube
b. Twitter
c. Instagram
d. Facebook
e. Whatsapp
 21

9. Do you think there is influence of social media on youths' use of

traditional mass media in Nigeria?
a. Strongly Agree []
b. Agree []
c. Disagree []
d. Strongly disagree []

10. To what extent is the influence of social media on youths' use of

traditional mass media in Nigeria?
a. To a very high extent [ ]
b. To a high extent [ ]
c. Indifference [ ]
d. To a low extent [ ]

11. Does social media usage enhance the youths' interaction with
Nigerian leaders?
a. Strongly Agree [ ]
b. Agree [ ]
c. Disagree [ ]
d. Strongly disagree [ ]

12. Do you agree that the social media have really changed
communication habits in Nigeria?
a. Strongly Agree [ ]
b. Agree [ ]
c. Disagree [ ]
d. Strongly disagree [ ]