THE USE OF SOCIAL MEDIA FOR ONLINE PROTEST AGAINST CELEBRITY MISCONDUCT: A CASE OF NAIRA MARLEY AND MOHBAD

ABSTRACTThis study investigated the use of social media for online protests against celebrity misconduct, focusing on the cases of Naira Marley and Mohbad among undergraduate students at Prince Abubakar Audu University, Anyigba. The research was guided by three key objectives: examining students’ exposure to online protests, identifying the key themes raised in these protests, and exploring the impact of these protests on the public perception of Naira Marley as a celebrity. Survey research design was used. Questionnaire was the instrument used for data collection. Descriptive data analytical method was employed using frequency table, mean and standart deviation with the aid of SPSS 20. Findings revealed a high level of exposure and engagement among students regarding online protests against Naira Marley. The data indicated that students frequently encountered protest-related content on their social media feeds, actively followed accounts discussing the protests, and participated in online discussions. The study also identified significant themes in the online protests against Naira Marley, particularly concerning his influence on youth behavior, controversial lyrics, legal troubles, the impact of his social media posts, and concerns about his public image. The study further revealed that social media protests have significantly impacted the public perception of Naira Marley among students. The majority of respondents believed that the protests have damaged his reputation, reduced their likelihood of supporting him, and made them aware of issues they were previously unaware of. The study recommended that celebrities should engage in proactive image management and be mindful of their public behavior and statements.