IMPACT OF SOCIAL MEDIA ON THE FORMATION OF PUBLIC OPINION AMONG JOSEPH AYO BABALOLA UNIVERSITY UNDERGRAUATES

This study examines the impact of social media on the formation of public opinion among undergraduates at Joseph Ayo Babalola University (JABU). The primary objective of this research was to investigate how social media platforms influence the opinions of students on various social, political, and cultural issues. A survey method was employed, and data were collected using a structured online questionnaire distributed via Google Forms. The population of the study, based on the 2024/2025 academic session undergraduate enrollment, was 2,230, from which 339 respondents were selected using the Taro Yamane formula. Out of these, 275 valid responses were retrieved and analyzed. The study was anchored on the Uses and Gratifications Theory and Agenda Setting Theory, which provided a framework for understanding media consumption and its influence on public opinion. Data were presented using frequency tables and simple percentages. The findings revealed that social media significantly shapes students’ opinions, often through exposure to trending content, influencer narratives, and peer discussions. However, the study also identified the presence of confirmation bias, misinformation, and filter bubbles that may distort critical thinking. It was concluded that while social media promotes awareness and expression, it also plays a role in reinforcing pre-existing beliefs and influencing how students interpret societal issues. Keywords – Public opinion, Social media, Misinformation, bias, Undergraduate communication