ABSTRACT
This study investigates the uses and gratifications of social media among mass communication students of Ahmadu Bello University Zaria and University of Jos, with the following six objectives To find out social media engagement by students in the two universities, to ascertain the preference of social networking sites among students,to determine the amount of time spent on Social Networking Sites (SNS), to ascertain the gratification derived from use of Social Network sites. To reveal the differences and similarities between students of the two universities in the uses and gratifications obtained from Social Media and to reveal the differences and similarities between the male and female students in the uses and gratifications obtained from Social Media. Survey method was used with questionnaire as the instrument for gather data collection. Drawing it sample size from the Mass Communication Departments of Ahmadu Bello University, Zaria and University of Jos, the study used purposive sampling method to choose two universities in the study area and stratified sampling method was employed to select 307 respondents from the two universities. The researcher used the rank weighted mean to reveal the similarities and differences in the uses and gratification students in both universities derive from social media interactions. The analysis revealed that for students of Ahmadu Bello University, Zaria, 5 reasons form their major uses of social media, while students of University of Jos had only 3 reasons as their major uses of social media. These uses include ―keeping in touch with family and friends, getting news, and reconnecting with old friends and to be informed.‖ For students of A.B.U Zaria, convenience is a major gratification obtained from the use of social media, but for the students of University of Jos, affiliation is their major gratification obtained. Students of both universities agree to get gratifications in form of information seeking, pass-time, entertainment and relieve of stress. The study also revealed that WhatsApp is the most preferred social media among the respondents. Meanwhile students in both universities did not use social media majorly for academic purposes. The study therefore, recommends among others, that students should investigate how they can incorporate social media to aid their academic pursuit as a way of striking a balance with social aspects of social media usage. Also, institutions of higher learning should find a way of developing social media curriculum as a course that will help students derive more benefits from the usage of social media.
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
It is not an understatement that social networking has enormously influenced and changed today‘s society. Relationships in the society, the workplace, as well as in educational institutions have been re-defined and shaped so much that individuals can even share their everyday life with whomever they wish with the simple click of the computer key. If social networking is used properly, it is greatly productive in helping an individual and business grow and become successful (Kweena, 2011). Social media has revolutionized the way people interact, the way they communicate, and even the way they think (Weisgerber and Butler, 2010). It has become a mainstream activity and a major mode of communication especially for youths who form about 50% of the world population on Facebook (internet world stats, 2015). Social media has moved from being just an interactive platform to a form of mass movement in the media. It has been predicted as a strong force in shaping public opinion especially on issues of politics, socialization, sexuality and professionalism (Idakwo, 2011: 23).
With the advent of the Internet, people are now enjoying the benefits of high technology- driven mass media, which is not only faster than the conventional mass media, but also has a wide range. Mobile phones, computers, and Internet are often referred to as the ―new-age media‖ (Boyd and Ellison, 2007). The Internet has opened up several new opportunities for mass communication which include e-mail, websites, podcasts, e-forums, e-books, blogging, Internet TV, and many others which are becoming the rave of the moment. The Internet has also enabled social networking sites which have redefined mass communication altogether. Sites like Facebook, Twitter and YouTube have made communication with the masses all the more entertaining, interesting, and easier (Manohar, 2010). The rise of social media sites on the internet has gained popularity over the last decades.
