EXPLORING THE INFLUENCE OF SOCIAL MEDIA ENTERTAINMENT ON CULTURAL IDENTITY AMONG UNDERGRADUATES OF THE UNIVERSITY OF DELTA, AGBOR
Abstract
ABSTRACT
This study focused on finding out the influence of social media entertainment on cultural identity among undergraduates of the University of Delta, Agbor, the factors that influence the impact of social media entertainment on cultural identity. This study was anchored on Social Identity theory, Uses and Gratification theory and Cultural studies theory. A quantitative design, in which survey research design was employed, and data was collected from 366 undergraduates using a questionnaire. Purposive and availability sampling techniques was employed in selecting respondents within the University of Delta, Agbor. The findings revealed that social media entertainment has a significant influence on cultural identity among undergraduates Additionally, the study finds that TikTok and Instagram are the most popular social media platforms for cultural contents among undergraduates. The study also reveals that fashion styles and music are the most common cultural practices imbibed by undergraduates as a result of exposure to social media entertainment contents and it recommends that parents, educational institutions, and social media platforms take steps to promote cultural sensitivity and awareness. The study's findings have implications for understanding the role of social media in shaping cultural identity and promoting cultural diversity.
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