CHAPTER ONE

1.0 INTRODUCTION
1.1 BACKGROUND TO THE STUDY
(Boyd, 2010 says communication is a basic human need and for that reason, man
has always found a means of meeting this need. The media, which is an umbrella
term for various means of communication, has become an integral part of human
life around the world. The earliest forms of personal media, speech and gestures,
had the benefit of being easy to use and did not necessarily need complex
technology. The weaknesses of not being able to communicate to large audiences
led to the development of mass media, such as writing.

With these developments, the role of the media in the society became more and
more significant. John Dewey emphasized the role of media for education as
James Agee and Walter Lippmann also highlighted the functions of the media for
entertainment and information. New Media New technologies can lead to new
types of media and the ability to use a given form of media is related to the ability
to use its related technology. Today, technology has made more universal, the
ability to produce media. Printing, radio and television are some examples of
mass media in that they are intended to reach vast audiences. But these forms of
media previously could not be produced readily by the average person.

The advent of relatively inexpensive, personal media technologies like blogging,

podcasting and Internet video allowed the average literate person to do what was
theretofore restricted to media companies. These forms of media are still
referred to as new but they have become part of society even as much as the
traditional media in some parts of the world. In a 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 might dilute the fact that it is
new.
Social media is a form of electronic communication which facilitates interaction
based on certain interests and characteristics. Social media are media for social
interaction, using highly accessible and scalable publishing techniques. Social
media use web-based technologies to transform and broadcast media
monologues into social dialogues. They support the democratization of
knowledge and information and transform people from content consumers to
content producers. Social media are elements of the new media and according to
Danny Shea in The Huffington Post accessed 20th June 2010 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 is indicative of its entry into
mainstream culture and its integration into the daily lives of many people. In
parallel with this, social media have also gained considerable attention from the
academic and business worlds.

1.2 History of Social Media

“Social media isn’t really “new.” While it has only recently become part of
mainstream culture and the business world, people have been using digital media
for networking, socializing and information gathering – almost exactly like now –
for over 30 years:”-Sean Carton in his July 2009 blog posting: Defining social
media. Social media started as a concept many years ago but has evolved into
sophisticated technology .The concept of social media can be dated back to the
use of the analog telephone for social interaction. .

Facebook started as a local social network made for the students of Harvard. It
was developed by a sophomore, Mark Zuckerberg. Facebook was actually made
by hacking Harvard’s data base containing identification images of students. The
initial idea was actually to compare the faces of students with images of animals,
for entertainment purposes. However, due to the potentially damaging contents
of the site, the creators decided to put it down before it caught the attention of
school authorities.

The application was shut down, but the idea of creating an online community of
students came to existence. The platform was then improved and sooner than
they expected, Facebook was released in campuses other than Harvard.
Thereafter, high schools were already starting to get attracted to the idea of
having online communities, thus opening the website to the younger population.
In 2006, facebook.com ultimately offered the opportunity to the rest of the world.
As 2007 approached, the registrants reached an overwhelming digit- roughly a
million dozen .Facebook has grown to become the biggest and most popular
social networking site today with a population of above 500 million active users.
(facebook statistics, 2012)

1.3 Statement of the Problem

It is recorded that at least four million, seven hundred and fourteen Nigerians are
on Facebook and other social media with a good number of them being young.
(Facebook statistics, 2012).

However, there is no comprehensive knowledge of their activities as well as how

this form of media can impact on various aspects of life this thesis examines the
relationship between social media and its usage by Nigerian youths. The study
specifically focuses on the usage habits of young Nigerians and how social media
has affected their communication and socialization habits. The future of
communication has been predicted to depend to a great degree on electronic
modes. Academics, business men and professionals in various fields propose
various uses of social media and new media generally. These and many more
decisions will be made based only on available data concerning these media

1.4 Objectives of the Study

The purpose of this report is therefore to provide evidence-based insights into the
social media phenomenon which can be used to inform current understanding of
usage and behaviour in Nigeria,
1. To help identify some of the current and potential future issues around
people’s use of social media.
2. It seeks to understand how people are using social networking sites as well
as their attitudes to this form of communication.
3. To understand the use of social media by people in Nigeria especially the
youth.
4. To understand the attitudes towards social networking sites and the wider
issues that may arise from this.
5. To explore any effect of this form of media on the social skills of the
Nigerian youth

1.5 Significance of the Study

Fundamentally, it is essential we understand current usage and behaviour and
identify potential problems so that they can bead dressed. This can be seen in the
amount of academic studies on social media within the last seven years.
However, Danah Boyd has gathered a collection of research about social net
working sites that lists approximately one hundred and fifty research papers,
three books, and seven research reports published in the years 2003-2010. (Boyd,
2010) None of these papers covers Africa. This shows a lack of research that
concerns the African region and especially Nigeria where this form of media is
greatly used.

Therefore the overall motivation for conducting this study is to contribute to

research about social media in Nigeria. This research should also create a platform
for further research in this field and how it affects business processes as well
other spheres of life. This research should provide useful data for market
researchers, marketing and product development professionals as well as
educators as to how they can maximize social media for optimum benefit in their
various fields.
1.6 Research Questions
1. To what extent does youth make use of facebook and other social media?
2. How much time do youths spend on Facebook social media?
3. What are the reasons youths use Facebook in Nigeria?
4. What activities do youths engage in on Facebook?
5. To What extent does facebook social media beneficial to people?
6. What is the impact of Facebook on the lives of young people in Nigeria?

1.7 Scope of the Study

This investigation focused specifically on the usage habits of users of
facebook.com in Nigeria with a particular reference to the Students of Federal
College of Education, Akoka Lagos state, it is impossible to study all students of
higher institutions and youth in Nigeria.

1.8 Limitation of Study

Although this study has accomplished the purpose, which is set out to achieve,
one of the very limitations is that the validity of the results or findings is
depending on the honest of the respondents in providing the needed information.
Due to constraints of time and money, it is difficult to carry out the research
extensively. This led to the limiting of the scope. Cognizance was also taken to the
fact that the academic calendar was too short and academic workload was
enormous, as a result of this, no time to run around for the work.
1.9 Definition of Terms
Social Media: A group of internet-based applications that build on the ideological
and technological foundations of web 2.0 and that allow the creation and
exchange of user-generated content. (Kaplan and Haenlein, 2010). Social
Skills: Any skills facilitating interaction and communication with others. Social
rules and relations are created, communicated and changed in verbal and
nonverbal ways through a process called socialization. Cyberspace: This is the
electronic medium of computer networks, in which online communication takes
place. Blogs: A blog (a contraction of the term “web log”) is a type of website,
usually maintained by an individual with regular entries of commentary,
descriptions of events, or other material such as graphics or video. Entries are
commonly displayed in reverse-chronological order
 CHAPTER TWO
2.0 LITERATURE REVIEW
Social media is the integration of digital media including combinations of
electronic texts, graphics, moving images and sound into a structured
computerized environment that allows people to interact with the data for
appropriate purposes. The digital environment can include the internet, telecoms
and interactive digital television. The web is becoming part of general business for
communication, sales and services. It is changing business practices. Its technical
limitations affect the amount of material and speed of access to material. The
web primarily depends on phone line connections, so the better these are across
a territory, the more reliable the service. The inherent limitations of passing large
amounts of digital information down phone lines have affected the type and
quality of media that can be used effectively, as well as the nature of the
interaction allowed by the web. There are ways to increase the performance by
improving the technical limitations which depends on having a readily available
infrastructure that can deliver more data faster and reliably, called Broadband.

It is evident that there exists a relation between social media and their impact on
Nigeria youth. Consequently, messages can reach audiences and target groups in
real time and they can generate changes and tendencies. Today, young
generations grow up having great contact with different kinds of social media.
They are easily acquiring ―digital literacy‖ and live in a digital world to which
adults are only naturalized citizens‘. 9 Tapscott (1998) talks of growing up in a
digital environment referring to the youth as the ― Net Generation.
Survey results suggest that gaps between parents and children happens in
different ways: Internet expertise, awareness of risk, acknowledgement of
domestic regulations in place, and in what parents believe their children are doing
versus what they are actually doing (Livingstone and Bober, 2005). Anxieties
about the safety, health and balanced use of social media can be classified in
three main groups: worries about the exposition to unwanted material, online
victimization and the practice of dangerous online behaviors.

Also, technological modern developments have contributed to the

democratization of the family, especially in countries that are pioneers in
Information Communication Technologies (ICT.) The domestication of media used
by youth can be seen across ―diverse individuals versus socially stratified culture,
and nationally versus global identities and community‖ (Livignstone and Bober,
2005). Therefore, social media has an impact on the youth in various ways. For
instance, with regard to exposure to problematic material, the Internet has
changed the way the consumption of pornography takes place. People have
greater possibility to access pornography through their own initiative or
accidentally. Research has revealed that the 57 percent of 9 to 19 years old, have
come into contact with online pornography. Their encounters with pornography
happened in different ways. The most common was in pop-up advert, open porn
site accidentally when looking for something else or in junk mail. Also 22 percent
of 9-19 year old, daily and weekly users have accidentally ended up on a site with
violent or gruesome pictures, and 9 percent on a site that is hostile or hateful to a
group of people. (Livingstone and Bober, 2005).
The youth are constantly exposed to different types of marketing, not only by
visiting web pages, but also through the practice of their favorite hobbies. Virtual
online communities and video 12 games include exposition of real life marketing
inside the virtual settings.

The Youth Internet Safety Survey, conducted by Crimes Against Children Research
Center at the Federal College of Education, Akoka, interviewed 1,200 youth ages
17 - 24 years that frequently use the internet found that the 19 percent of youth
(77 percent were 14 years or older) have received an unwanted sexual solicitation
via the web; only 24 percent of teens told a parent about the solicitation (29
percent told a peer); and 75 percent of youth were not worried by the sexual
online solicitation. Consequently, harassment among peers has become unlimited
thanks to the youth‘s access to the modern technologies. This technology has also
resulted in the development of dangerous online behaviour.

2.1 Social Media and the Youth

There has been a virtual explosion of the use of technology in making
interpersonal connections. This is particularly the case for young people. As early
as elementary school, many students are carrying cell phones. With ready access
to the internet and mobile phone technology, social networking has become a
phenomenon of unprecedented proportions and is expanding the concept of a
social network.
2.2 Implications of Socially Interactive Technologies for Schools
There are real concerns about social network sites. As Tynes (2007) states: ―We
may do adolescents a disservice when we curtail their participation in these
spaces, because the educational and psychosocial benefits of this type of
communication can far outweigh the potential dangers. These benefits include
developing cognitive skills that are consistent with those required in educational
settings and perspective-taking skills that are necessary for citizenship in an
increasingly multiracial society.
The implications for schools of students using socially interactive technologies are
twofold:
 The technologies provide significant opportunities to enhance learning and
other positive outcomes, and
 They also present significant challenges as reflected in the concerns
discussed above.

2.3 Use for Enhancing Learning and Psychosocial Development

Many schools and colleges are embracing social network sites and other internet
and computer tools to enhance instruction, collaboration, and professional
development (Davis, 2010; Ito, Horst, Bittanti, Boyd, Herr-Stephenson, Lange,
Pascow, & Robinson, 2008; Patchin and Hinduja, 2010; SafeTeens.com).
Educational institutions are using social network sites (along with Skype) to create
chat-room forums and groups to discuss and clarify, provide a range of extra
supports for learning, and 26 facilitate communication with families (especially
those for whom face-to-face meetings are difficult). Some schools are using
smartphones to enable students to instant-message peers and teachers with
questions related to homework and to clarify difficult material. Social interactions
through technology also can be an aid for students and families who are shy or
overly anxious in social situations (Pierce, 2009). More generally, social site
networks may be of use in enhancing relationships between teachers and student
participation on social network sites influences such matters as identity formation
and social skill development.

A recent study suggests such participation may have positive effects with respect
to how youth cope with emotional distress such as grieving following someone‘s
death (Williams & Merten, 2009). For older students preparing for the workplace,
the sites offer opportunities to enhance technical skills and enable networking
with professionals for internship and job opportunities. Moreover, a recent study
suggests a relationship between use of Facebook and staying in school (Morris,
Reese, Beck, & Mattis, 2010). And school professionals are creating learning
communities and communities of practice for sharing and continuing education
(e.g. educational blogs, e-portfolios, formal and ad hoc communities, chats,
discussion threads, and synchronous forums). For lecturers, social network 27
sites are another avenue to open the classroom door and end the traditional
isolation (and often alienation) many experience.

2.4 Challenges Gotten from the feedback

However, are just beginning to cope with challenges stemming from the concerns
that accompany such use. A first impulse for many has been to establish controls
against personal use of social communication technologies during the school day.
Increasingly, the trend is to focus in on specific areas of concern. Others have
raised the concern that overreliance on technological communication can
interfere with developing effective face-to-face interactions (Pierce, 2009). For
staff who are ready to capitalize on social network technologies, another
challenge is the wholesale internet filtering and blocking that so many schools still
do. Models for creating safe social network sites to enhance learning are
emerging.
 CHAPTER THREE
3.0 Research Design and Methodology
Research methodology refers to the approach by which data is extracted to be
clearly understood. Wiersman (1996), states that the development of strategy for
conducting research is the third step after identifying a problem and completion
of the literature review. This chapter will therefore discuss the following: research
design, target population, sampling strategy, data collection instruments and
process and analysis of the data. This study will be conducted in one selected
universities within Nigeria County.

3.1 Research Method

There are two general methods in the social sciences: quantitative and qualitative
research. Mouton and Marais (1990) define the differences between quantitative
and qualitative research on the basis of the operational specificity of concepts,
hypotheses and methods of observation. It is, however, important to bear in mind
that these approaches to research do not represent mutually distinct components
of a typology. It is better to conceive of them as representing relative points on a
scale. While a qualitative study may conclude with tentative answers, these
answers can form the basis of future quantitative studies (Leedy, 1993).

The qualitative analysis will aim to give a complete, detailed description in the
form of words, pictures or objects while the quantitative analysis will classify
features, count them and construct statistical models in an attempt to explain
what is observed (Price, 2001; Hurley et al., 2007; Ton et al., 2008). In this study
there is a blending of both approaches with a greater leaning towards the
qualitative method. 39 Qualitative research is an umbrella term that covers a
variety of styles of social research. What actually separates qualitative research
and gives it its distinctive identity is the fact that it has its own approach to the
collection and analysis of data that marks it as quite different from its quantitative
counterpart.

According to Denscombe (2003), qualitative research is a method of

understanding meaning and patterns of behavior. Leedy (1993) expands on this
definition by viewing qualitative research as an inquiry process of understanding a
social or human problem, based on building a complex, holistic picture formed
with words, reporting detailed views of a smaller number of informants, and
conducted in a natural setting. Qualitative research, then, is a broad approach to
the study of social phenomena, its various genres are naturalistic and
interpretative, and it draws on multiple methods of inquiry.

3.2 Research Design

Research design involves the planning, organization, collection and analysis of
data so as to provide answers to questions such as: what techniques will be used
to gather data? What sampling strategies and tools will be used? And how will
time and cost constraints be dealt with? (Leedy, 1993). The researcher proposes
to use the descriptive survey design to gather data relating to the impact of social
media among the youth on behavior change, attitude and perception. A
descriptive survey aims at describing the distribution of a phenomenon in a
population and thereby establishing the facts (percentages and frequencies).
According to Saunders et al., (2003) descriptive survey has a broad appeal for
planning, monitoring and evaluating policies. Price, (2001) says that any
researcher who adopts the descriptive research design attempts to produce data
that is holistic, contextual, descriptive in depth and rich in detail. 40 3.4 Rationale
for Choice of Methodology The use of the descriptive methodology for this study
allows the researcher to gather data directly from the youth in their natural
environment for the purpose of studying their attitudes, views and comments
about their day to day interactions with social media (Leedy, 1993). The
researcher is afforded the opportunity to view phenomena through the eyes of
their subjects in appropriate social contexts through in-depth questions. The
explorative nature of the research necessitates that the participant's knowledge,
views, understandings, interpretations, experiences and interactions are
considered in order to construct situational knowledge of the impacts of social
media on behavior change, attitude and perceptions. Hence, within this context,
the choice of qualitative research is particularly important for this investigation as
it attempts to explore a relatively unknown area of study.

This rationale is confirmed by Denscombe (2003), when he states that qualitative

research should be favored when a topic of interest has been relatively ignored in
the literature or has been given superficial attention. Moreover, the generation of
descriptions, generalizations, themes and relationships from the data in the study
could possibly contribute towards the policy development in the educational
sector especially in the universities where the youth are the majority.
3.3 Target Population
The target population refers to the specific group relevant to a particular study.
Mugenda et al (2003) explain that a population is a group of individuals or objects
that have the same form of characteristics. They are the ―totality of cases that
conform to certain specifications, which defines the elements that are included or
excluded in the target group. The target population for this study includes 1,200
university students the youth in 1 selected universities in Nigeria.

3.4 Sampling Size and Techniques

A sample is a smaller number or the population that is used to make conclusions
regarding the whole population. Its purpose is to estimate unknown
characteristics of the population. Sampling therefore is the systematic process of
selecting a number of individuals for a study to represent the larger group from
which they were selected (Gay, 2011). The process of sampling takes in to
account various issues and will depend on the organization type, purpose,
complexity, time constraints and previous research in the area.

There are two types of sampling techniques employed by researchers - probability

and nonprobability sampling. Probability sampling, as the name suggests, is based
on the idea that people selected as the sample will be representative of a cross-
section the population under study. Non-probability sampling is conducted
without such knowledge about whether those included in the sample are
representative of the population (Denscombe, 2003). The study proposes to use
probability sampling. Probability sampling methods are those in which every item
in the entire population has a known chance of being included in the study
sample. The selected process is chiefly random and independent of the person
doing the research. This method produces unbiased estimates with measurable
precision that requires relatively little knowledge about the population. Due to
time and cost constraints, the sample will be purposively drawn in the urban
areas of the Nigeria. Nigeria has been preferred because they have the highest
number of public and private universities which is estimated to be 60% of the
total. A total of 1,200 students from each selected university will be issued with a
questionnaire to fill in for the study. The sample size is in keeping with the
qualitative research which emphasizes depth 42 of focus instead of quantity of
information. Generally, in qualitative research, the sample size for small-scale
research should be in the region of about 5 to 8 participants after which the
likelihood of repeated findings is increased greatly (Henning, 2004).

3.5 Data Collection Tools and Procedures

There are numerous ways of collecting data and these depend on the purpose
and aims of the research. In this study data is collected by means of
questionnaires and interviews. Data collection involves contacting the members
of the population that will be sampled in order to collect the required information
about the study (Saleemi, 1997). The researcher will employ the services of
research assistants who will be given a time frame for collection of the data for
analysis.

3.6 Data Analysis and Presentation

Data analysis consists of the examining, categorizing, tabulating or otherwise
recombining the evidence to address the initial propositions of the study. The
data obtained from the questionnaires are analyzed using a technique called
"open coding". This technique involves a process of breaking down, examining,
comparing, conceptualizing and categorizing data (Leedy, 1993). Open coding
enables the researcher to classify and categorize data so that patterns can be
discovered and conclusions drawn.
The researcher makes up codes as she progresses through the data. In this way
the researcher searches for common dominant themes that appear in the
transcripts of the data. Once codes are awarded to different segments, the
researcher groups and categorize related 43 codes. The categories are named,
using the codes as a guide. The categories begin to show themes that can be used
in the discussion of the inquiry (Denscombe, 2003; Leedy, 1993).
Once the researcher has saturated themes that have emerged from the analysis,
these themes become a basis for discussion. Descriptive statistics will be used in
analysis of the data and this will be presented in frequencies and percentages.

3.7 Validity and Reliability of Research Instruments

3.7.1 Validity
The validity of research instrument is the extent to which such an instrument is
able to measure what it is supposed to measure. According to Mugenda et al
(1999), validity is the accuracy and meaningfulness of inferences, which are based
on the research results. Hence, validity refers to the degree to which results
obtained from the analysis of the data actually represent the variables under
study. In this research, the instruments used will be validated in terms of content
validity. The content related technique will measure the degree to which the
question items reflect the specific areas covered. 3.9.2: Reliability According to
Mugenda et al (1999), reliability is the ability of a research instrument to
consistently measure characteristics of interest over time. Hence, reliability is the
degree to which a research instrument yields consistent results or data after
repeated trials. To test the reliability of research instruments used, test and re-
test techniques will be used. The reliability of the questionnaire will be computed
using SPSS to determine Cronbach‘s reliability coefficient. A 44 correlation
coefficient greater or equal to 5 will be treated as being acceptable (Fraser et al.,
2012

3.7.2 Research Design

Research design involves the planning, organization, collection and analysis of
data so as to provide answers to questions such as: what techniques will be used
to gather data? What sampling strategies and tools will be used? And how will
time and cost constraints be dealt with? (Leedy, 1993). The researcher proposes
to use the descriptive survey design to gather data relating to the impact of social
media among the youth on behavior change, attitude and perception. A
descriptive survey aims at describing the distribution of a phenomenon in a
population and thereby establishing the facts (percentages and frequencies).
According to Saunders et al., (2003) descriptive survey has a broad appeal for
planning, monitoring and evaluating policies.
 H0: There is no association on time spent in networking and the act of youth
H1: There is association on time spent in networking and the act of youth Positive
-51, Negative -99
S/No Average Time Spent Impact on performance
YES NO TOTAL
1. 1 1hr 51 99 150
2. 3 hours 150 200 350
3. More than 3 hours 300 400 700
TOTAL 501 699 1200
Inference: The Tabulated values ψ2 α = 0.05 for 2 differences is 5.99. The
calculated value is 28.9, more than the table value, H1 accepted and H0is
rejected. There is association on time spent in networking and the act of youth.
H0: There is no association on networking and lack of critical thinking skills
H1: There is an association on networking and lack of critical thinking skills

S No Social media Impact on critical thinking

YES NO TOTAL
1. WhatsApp 93 150 243
2. FaceBook 116 308 424
3. Instagram 83 450 533
TOTAL 292 908 1200

Positive – 97 / Negative - 53 Inference: The Tabulated values ψ2 α = 0.05 for 2

differences is 5.99. The calculated value is 12.8, more than the table value, H1
accepted and H0is rejected. There is association on networking and lack of critical
thinking skills.

3.8 SAMPLING SIZE AND TECHNIQUES

A sample is a smaller number or the population that is used to make conclusions
regarding the whole population. Its purpose is to estimate unknown
characteristics of the population. Sampling therefore is the systematic process of
selecting a number of individuals for a study to represent the larger group from
which they were selected (Gay, 2011). The process of sampling takes in to
account various issues and will depend on the organization type, purpose,
complexity, time constraints and previous research in the area. There are two
types of sampling techniques employed by researchers - probability and
nonprobability sampling.

Probability sampling, as the name suggests, is based on the idea that people
selected as the sample will be representative of a cross-section the population
under study.

Non-probability sampling is conducted without such knowledge about whether

those included in the sample are representative of the population (Denscombe,
2003). The study proposes to use probability sampling. Probability sampling
methods are those in which every item in the entire population has a known
chance of being included in the study sample. The selected process is chiefly
random and independent of the person doing the research. This method
produces unbiased estimates with measurable precision that requires relatively
little knowledge about the population. Due to time and cost constraints, the
sample will be purposively drawn in the urban areas of the Nigeria County.
Nigeria has been preferred because they have the highest number of public and
private universities which is estimated to be 60% of the total. A total of 20
students from each selected university will be issued with a questionnaire to fill in
for the study.

3.9 Data Collection Tools and Procedures

There are numerous ways of collecting data and these depend on the purpose
and aims of the research. In this study data is collected by means of
questionnaires and interviews. The researcher will employ the services of
research assistants who will be given a time frame for collection of the data for
analysis.

3.10 Data Analysis and Presentation

Data analysis consists of the examining, categorizing, tabulating or otherwise
recombining the evidence to address the initial propositions of the study. The
data obtained from the questionnaires are analyzed using a technique called
"open coding".
This technique involves a process of breaking down, examining, comparing,
conceptualizing and categorizing data (Leedy, 1993). Open coding enables the
researcher to classify and categorize data so that patterns can be discovered and
conclusions drawn. The researcher makes up codes as she progresses through the
data. In this way the researcher searches for common dominant themes that
appear in the transcripts of the data. Once codes are awarded to different
segments, the researcher groups and categorize related 43 codes. Once the
researcher has saturated themes that have emerged from the analysis, these
themes become a basis for discussion. Descriptive statistics will be used in
analysis of the data and this will be presented in frequencies and percentages.