UNDERSTANDING AUDIENCE MOTIVATIONS AND GRATIFICATIONS FOR SHARING FAKE NEWS ON SOCIAL MEDIA IN ZAMFARA STATE. (A CASE STUDY OF TALATA MAFARA LOCAL GOVERNMENT)

Abstract This research project explores the motivations and gratifications behind the sharing of fake news on social media in Zamfara State, with a specific focus on Talata Mafara Local Government. The rise of fake news has become a significant issue in today's digital age, affecting political, social, and cultural landscapes worldwide. This study aims to understand why individuals in Talata Mafara engage in the dissemination of fake news and what they derive from the activity. The research is grounded in Uses and Gratifications Theory, which suggests that people actively use media to satisfy various needs, including entertainment, social validation, and identity expression. Data was collected using questionnaires from a sample population of social media users in Talata Mafara. The findings reveal that the primary motivations for sharing fake news include entertainment, social interaction, and the desire for recognition. Political and religious factors also significantly influence the spread of fake news, with users often sharing content that aligns with their beliefs or supports a political or ideological agenda. Despite a general awareness of fake news, many respondents admitted to sharing content without verifying its authenticity, highlighting the role of social media platforms and their algorithms in promoting viral but misleading content. The study concludes that combating fake news requires a combination of media literacy education, personal responsibility, and stronger regulatory frameworks. Enhancing users’ ability to critically evaluate information before sharing and holding social media platforms accountable for the amplification of false information are essential strategies for reducing the spread of fake news. This research contributes to the growing body of literature on fake news dissemination and offers recommendations for policymakers, educators, and social media platforms to address the issue effectively in rural and politically sensitive regions like Talata Mafara.