SOCIAL MEDIA AND STUDENTS’ ENGAGEMENT AT THE FEDERAL POLYTECHNIC BAUCHI

Abstract This study investigates the influence of social media platforms, particularly Facebook and TikTok, on students’ academic engagement, social interaction, and entertainment patterns at the Federal Polytechnic Bauchi. The objectives of the study were to identify the most commonly used social media platforms among students, assess their use for academic and non-academic purposes, evaluate their effect on academic engagement, and explore the relationship between time spent online and participation in academic activities. A qualitative research design was adopted using an interview-based approach. Seven participants from different departments were purposively selected. Data were collected through semi-structured interviews, recorded, transcribed, and analyzed thematically in line with the research objectives. The study was guided by the Uses and Gratification Theory and the Social Learning Theory, which explain how individuals use media to satisfy social and cognitive needs. The findings revealed that Facebook is the most frequently used platform for both communication and academic purposes, providing a space for class discussions and departmental announcements. TikTok, however, is mainly used for entertainment and creative expression, with minimal academic application. Despite its benefits, social media was found to cause distractions, reduced physical interactions, and occasional cyberbullying incidents. The study recommends that Federal Polytechnic Bauchi should integrate social media into academic communication by creating official pages for e-learning and updates. It also advises that students practice self-discipline and digital responsibility to balance entertainment with academic pursuits effectively.