ABSTRACT
The influence of social media was examined and how it affects the usage of traditional mass media among youths. Also its effect on communication and socialization habit. Further more, the media relationship with its immediate audience, suggests that media weaken or delimit the audience capacity to act autonomously.
This study considers the uses and gratification theory whose emphasis on the audience is active in reception of the media. Also it suggests no passivity within the audience. This study combines both quantitative and qualitative methods of revealing the empirical data at the interpreted conclusion . 200 questionnaires were administered toward this study. Selected youths of Kwara state polytechnics were contacted to ascertain how they often make use of social media. Also it set to understand their attitude toward the social media and its impact on their lifestyle. The research work was intended to consider the influence of social media on the use of traditional mass media among youths of Nigeria. It however recommended that this study was able to expose various insight into the uses of social media by Nigerian youths. Also government policies should be employed so as to regulate any negative impact and enhance maximum benefits of the social media to the youths and the society.
LIST OF TABLES
Table
1: analysis
of respondents gender
Table
2: analysis
of respondents age range
Table
3: analysis
of respondents marital status
Table 4: Analysis of respondents education qualification
Table
5: analysis
of respondents occupation
Table 6: analysis of respondents number of years of familiarity
Table
7: analysis
of functions ascribed to social media by
Nigerian youths
Table
8: analysis
of the influence of social media on the
lifestyle of Nigerian youths
Table 9: analysis of the respondents view on social media as substitute for traditional media
Table 11: analysis
of the social media mode of attraction to the youths on social issues
Table
12: analysis of the
respondents view towards government policy to avert abuse
usage
Table 13: analysis of the nature of communication exchange among social media users
TABLE OF CONTENT
Title
page
i
Certification ii
Dedication
iii
Acknowledgment iv-vi
Abstract
vii
List
of table
viii
Table
of content ix-xii
CHAPER ONE
INTRODUCTION
1.1 Background of the study 1-5
1.2 Research objectives 5-6
1.3 Research questions 6-7
1.4 Significance of the study 7-9
1.5 Scope of the study 9-10
1.6 Statement of the problem 10-13
1.7 Operational definition of terms 13-15
1.8
References 16
CHAPTER TWO
LITRATURE
REVIEW
2.1 Mass media and the society 17-18
2.2 Social media 19-22
2.3 Relationship between mass and social media 23-24 2.4 Differences between social and mass media 25-27
- Effect of social media on youth 27-29
- Uses of social media 29-31
THEORETICAL FRAME WORK
2.7 Social media theory 31-33
2.8 The emergence of social media 33-37
2.9Uses
and gratification theory 37-40
2.10 Marshall MCLuhan’s theory of globalization 40-43
CHAPTER THREE
RESEARCH METHODOLOGY
AND PROCEDURES
3.1 Introduction 44-46
3.2 Population of the study 46-47
3.3 Instrumentation 48-49
3.4 Validity and reliability of instrument 49
3.5 Data analysis procedure 49-50
3.6 Data collected benefit 50-51
CHAPTER FOUR
DATA ANALYSIS AND RESULT PRESENTATION
4.1 Introduction
52
4.2 Analysis of data 52-65
4.3 Summary of the finding 66
CHAPTER FIVE
SUMMARY,
RECOMMENDATION AND CONCLUSION.
5.1 Summary
67-71
5.2 Recommendations 71-74
5.3 Conclusion 74-76
Reference 77-78
Appendix I 79
Appendix ii 80-84
CHAPTER
ONE
1.1 BACKGROUND OF THE STUDY
Social
media as sources of communication and connection across the world. It tends to
improve the psychology of human being. It helps to ensure that the update of event
and motivational traits swings among every socialized individual. This is
implemented through communication.
Communication
is a basic human need and for that reason, man has always found a means of
meeting those needs. The media which is an umbrella term for various means of
communication had been show case as an integral part of human around and across
the world. The weakness of not being able to communicate to large audience led
to the development of mass media in Nigeria such as writing the
earliest forms of personal media, speech and gestures has the benefits of being
easy to use and did not necessarily need complex technology.
The
development of communication technologies have profound the role of the media
in the society has being more significant. Also in relevant to cultural and
civilized education. According to “John Dewey” the role of media is to educate.
“James Ages and Walter” also highlighted the function of the media as a source
of trapping information around the globe and as a means of entertainment.
However,
it’s a form of electronic communication which facilitates interaction based on
certain intervals and characteristics. Social media is a medium for social
interaction using highly accessible and scalable publishing techniques. Social
media uses water base technologies to transform and broadcast media monologues
and social dialogues.
It supports the democratization
of knowledge and information and transforms people from content consumer to
content producers. social media are element o of new media and according to
“Dammy Shea” in the Huffington post accessed 20th June 2012 social
media have become the highest activity on the internet. The rapid growth of
social media activities that has been observed over the last two to three years
as in distractive of its entry into main stream culture and its integration on
the daily lives of many individuals.
In
parallel with this, social media have also gained considerable attention form
the academic and business world. The new technology has led the types of media
and their ability to use diverse forms of the media in relation to the world
demanding means of the communication and connection. Also gratification and
crowd sourcing as engagement techniques for human right organization.
Mass media have become part of the society even so much as the additional media in all parts of the world. In few years the term “new media” might not be very suitable because these forms are becoming part of our daily lives and the fusion with traditional media could be referred to has alternative media some theories which applicable to traditional media might be apply to new media as well, humanity has always lived through times of great change. Every age it has passed through has been on beliefs and new technologies, responding to the needs of individuals anxious to adjust to new forms of socialization. In view of this, there is ever-continuing convergence between the social media which are believed to be changing how people use the mainstreaming media and roles ascribed to them by their users. Based on this the research is aimed at investigating how the social media are interacting with the traditional ones and the possible nurture of influence they have on the media consumer.
THE INFLUENCE OF SOCIAL MEDIA ON THE USE OF TRADITIONAL MASS MEDIA AMONG NIGERIAN YOUTHS.
