INFLUENCE OF SOCIAL MEDIA ON THE BEHAVIOUR

 ABSTRACT

 This study, anchored on the tenets of uses and gratification and technological determinism theories investigated the influence of social media on the behavioural patterns of Mass Communication students of UNIBEN. Following the fact that we are in a technological driven society and students are exposed to social media which tends to influence their behavioural patterns. Hence, it became imperative to empirically ascertain and establish the extent of the influence and the various ways social media influences the behavioural patterns of Mass Communication students in UNIBEN. Using the survey design, eight-item questionnaire was employed to elicit data from 357 Mass Communication students who were selected through purposive sampling techniques to represent and reflect opinions of Mass Communication students in University of Benin. Data were obtained and analyzed with the aid of frequency tables, simple percentages and mean scores. Relevant and suitable literature was reviewed in the study to augment the reality of the study. It was found out that Mass Communication students level of usage of social media is to a very high extent and it has strong influence in their behaviour and lifestyle. The study revealed that social media has positive influences but with overwhelming negative consequences on students behavioural patterns. Findings indicated that the various ways social media influences their behavioural patterns are; fashion sense, academics, choice of words, study habits, time management and productivity. Also, most students do not highly use it for career development. Furthermore, this study has shown that social media is a good tool for career development which adds up to societal development at the long run. Hence, it was recommended that students should be taught better ways social media can be optimized to equip them with necessary and relevant skills needed in this technology driven society.