IMPACT OF SOCIAL MEDIA ON YOUTH CULTURE: A STUDY OF STUDENTS OF ADELEKE UNIVERSITY, EDE, OSUN STATE, NIGERIA

This study investigates the influence of mass media on contraceptive use among rural women in Bassa Local Government Area, Plateau State, Nigeria. Using the Health Belief Model and Social Cognitive Theory, we employed a descriptive survey research design to explore the relationship between mass media exposure and contraceptive use. Key findings reveal that radio is the most frequently accessed medium among rural women (55%), and women with high media exposure are twice as likely to use contraceptives compared to those with low exposure. However, socio-cultural and religious norms moderate media influence, highlighting the need for context-specific, culturally sensitive messaging. Our study demonstrates that mass media has a positive impact on contraceptive knowledge and behavior, but its success depends on integration with community dialogue and targeted efforts to address socio-cultural and economic factors. The findings underscore the critical role of mass media in disseminating health information and shaping attitudes toward family planning, with radio emerging as the most effective channel. Based on our findings, we recommend prioritizing radio for family planning information, broadening the scope of media campaigns to include lesser-known contraceptive methods, addressing cultural and religious barriers, and promoting digital media and mobile health platforms. We also suggest further research on longitudinal studies, comparative studies, male involvement in family planning, and the integration of traditional communication channels with modern media. Leverage radio's effectiveness in rural areas, Address cultural and religious barriers. Complement media campaigns with face-to-face interactions. Evaluate sustained effects of media campaigns, Explore media effectiveness across regions and types, Male involvement. Investigate male partners' role in family planning decisions. Keywords: media, rural women contraceptives, influence. Word co