Project – The influence of social media on the cultural value of Nigerian youth

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Culture represents the total way of life of a people, encompassing their beliefs, values, norms, language, dressing, moral standards, and social relationships. In Nigeria, cultural values such as respect for elders, communal living, modesty, integrity, and strong family ties have traditionally shaped the behavior and identity of young people. These values are transmitted from one generation to another through family upbringing, community interaction, schools, religious institutions, and socialization processes.

In recent decades, however, the rapid advancement of information and communication technology (ICT) has significantly transformed how young people interact, learn, and perceive the world. One of the most influential products of this technological revolution is social media. Social media platforms such as Facebook, Instagram, TikTok, X (formerly Twitter), Snapchat, and YouTube have become dominant tools for communication, entertainment, self-expression, and information sharing among youths. Nigerian youths, particularly those in urban and semi-urban areas like Ikorodu, Lagos State, are among the most active users of social media.

While social media offers numerous benefits such as global connectivity, access to information, business opportunities, and civic engagement, it also exposes youths to foreign cultures, lifestyles, and value systems. Through constant interaction with global content, many Nigerian youths increasingly adopt Western modes of dressing, language, music, social behavior, and moral perspectives. This exposure has raised concerns among parents, educators, religious leaders, and cultural scholars about the gradual erosion of indigenous Nigerian cultural values.

In Ikorodu, a rapidly developing area within Lagos State, youths are deeply immersed in social media due to increased smartphone penetration and internet accessibility. As a result, traditional cultural practices such as the use of indigenous languages, respect for elders, communal responsibility, and moral discipline appear to be declining among some youths. The tension between traditional Nigerian cultural values and the modern digital culture promoted through social media has become a critical social issue requiring empirical investigation.

Therefore, examining the influence of social media on the cultural values of Nigerian youths in Ikorodu is essential for understanding how digital media shapes youth identity, behavior, and value orientation. Such a study will contribute to knowledge on youth culture, media studies, and social development in Nigeria.

1.2 Statement of the Problem

Despite the richness and diversity of Nigerian cultural heritage, there is growing concern that social media is contributing to the erosion of core cultural values among Nigerian youths. Many youths now prioritize online trends, celebrity lifestyles, and foreign cultural norms over traditional values such as respect for elders, modest dressing, disciplined behavior, and communal living. Practices that were once considered culturally inappropriate are increasingly normalized through social media exposure.

In Ikorodu, Lagos State, reports of youth involvement in social vices such as cyber fraud, indecent dressing, disrespectful communication, and excessive individualism have been linked by some observers to the influence of social media content. The frequent use of slang, reduced use of indigenous languages, and imitation of foreign accents and behaviors further suggest a shift away from traditional cultural identity.

Although several studies have examined social media usage among youths in Nigeria, there is limited empirical research specifically focusing on how social media influences the cultural values of youths at the community level, particularly in Ikorodu. This gap in knowledge makes it difficult for parents, educators, policymakers, and cultural institutions to design effective interventions that promote positive cultural values while harnessing the benefits of social media.

The problem, therefore, is the apparent conflict between increasing social media consumption and the preservation of Nigerian cultural values among youths in Ikorodu. This study seeks to investigate the extent to which social media influences the cultural values of Nigerian youths and to determine whether this influence is positive, negative, or both.

1.3 Objectives of the Study

The main objective of this study is to examine the influence of social media on the cultural values of Nigerian youths in Ikorodu, Lagos State. The specific objectives are to:

1. examine the level of social media usage among youths in Ikorodu, Lagos State;
2. identify the major social media platforms used by the youths;
3. assess the influence of social media on youths’ attitudes toward Nigerian cultural values;
4. determine the perceived positive and negative effects of social media on cultural values of Nigerian youths.

1.4 Research Questions

The following research questions will guide the study:

1. What is the level of social media usage among youths in Ikorodu, Lagos State?
2. Which social media platforms are most frequently used by youths in Ikorodu?
3. How does social media influence the cultural values of Nigerian youths in Ikorodu?
4. What are the perceived positive and negative effects of social media on Nigerian cultural values?

1.5 Research Hypothesis

The following hypothesis will be tested at 0.05 level of significance:

• H₀: There is no significant influence of social media on the cultural values of Nigerian youths in Ikorodu, Lagos State.
• H₁: There is a significant influence of social media on the cultural values of Nigerian youths in Ikorodu, Lagos State.

1.6 Significance of the Study

The findings of this study will be of great significance to Nigerian youths, particularly those in Ikorodu, Lagos State, as it will help them become more aware of how social media influences their cultural identity, values, attitudes, and behavior. By understanding the ways social media shapes their perceptions of dressing, language use, social relationships, and respect for cultural norms, youths will be better positioned to make informed decisions about their online activities. This awareness can encourage a balanced approach to social media use that promotes positive self-expression while preserving core Nigerian cultural values.

The study will also be beneficial to parents and educators, as it will provide useful insights into the patterns of social media usage among youths and its implications for cultural development. With this knowledge, parents can adopt more effective parenting strategies, such as monitoring online content and engaging in open discussions with their children about cultural values. Educators, on the other hand, can integrate media literacy and cultural education into school curricula to guide students toward responsible and culturally sensitive use of social media.

Furthermore, policymakers and cultural institutions will find the findings of this study valuable for policy formulation and program development. The study can serve as an empirical basis for designing regulations, awareness campaigns, and youth empowerment programs that address the negative effects of social media while maximizing its positive potential. Cultural organizations and government agencies may also use the findings to promote indigenous languages, traditions, and values through digital platforms, ensuring that Nigerian culture remains relevant in the digital age.

Finally, the study will contribute to existing academic literature on social media, youth culture, and cultural values in Nigeria. It will provide empirical data that future researchers can build upon, particularly in community-based and localized studies such as Ikorodu. By filling gaps in existing research, the study will enhance scholarly understanding of the relationship between digital media and cultural transformation among Nigerian youths and serve as a reference for students and researchers in media studies, sociology, and cultural studies.

1.7 Scope of the Study

The study is limited to selected youths in Ikorodu, Lagos State. It focuses on the influence of social media on cultural values such as language use, dressing, respect for elders, moral behavior, and social relationships.

1.8 Operational Definition of Terms

• Social Media: Online platforms that allow users to create, share, and interact with content and other users.
• Culture: The shared values, beliefs, customs, and practices of a people.
• Cultural Values: Accepted norms and standards that guide behavior within a society.
• Youth: Young individuals, typically between the ages of 15 and 35 years, as defined by Nigerian policy.
• Influence: The effect that social media has on youths’ attitudes, behaviors, and value systems.

Project – The influence of social media on the cultural value of Nigerian youth