APPRAISAL ON THE INFLUENCE OF INTERNET-BASED MEDIA ON SOCIETAL NORMS IN NIGERIA.

APPRAISAL ON THE INFLUENCE OF INTERNET-BASED MEDIA ON SOCIETAL NORMS IN NIGERIA. CHAPTER ONE INTRODUCTION 1.1 Background to the Study The rise of Internet-based media has fundamentally altered the landscape of communication, cultural exchange, and the shaping of societal values across the globe. Societal norms are the shared expectations, rules, or standards of behavior that are considered acceptable and appropriate within a given social group or community, guiding interactions and maintaining social order. These norms function as unwritten codes of conduct that inform individuals about what is deemed proper or improper in various contexts, thereby shaping attitudes, values, and behaviors across generations. Scholars such as Bicchieri (2021) assert that societal norms are sustained by mutual beliefs and conditional preferences, meaning individuals comply because they believe others will do the same and expect them to conform. Norms can be descriptive (what most people do) or injunctive (what people approve or disapprove), and they operate at different levels—ranging from family and peer groups to institutions and the larger society (Heise & Manji, 2022). Importantly, these norms evolve over time, influenced by cultural dynamics, media exposure, globalization, and technological advances, including the proliferation of internet-based media platforms. In the Nigerian context, societal norms have historically been embedded in communal life and shaped by religion, tradition, and social hierarchies, but contemporary digital interactions have begun to challenge and renegotiate many of these long-held expectations (Okon & Effiong, 2023). In Nigeria, the increasing penetration of smartphones, broadband internet, and social networking platforms has dramatically transformed how individuals consume information, express opinions, and relate with each other in both private and public spheres. According to Statista (2023), over 54% of Nigeria's population actively uses the internet, and more than 35 million Nigerians are on various social media platforms including Facebook, Twitter (now X), Instagram, and TikTok. This wide access to internet-based media has fostered a new form of public discourse and contributed to the evolution of societal norms in ways previously unimagined. The internet enables the instant dissemination and consumption of media content that reflects diverse ideologies, lifestyles, and cultural perspectives. As such, social norms, particularly among youth and urban dwellers, have increasingly been shaped not just by traditional family or religious institutions, but also by what is trending on the internet. Internet-based media have provided platforms for advocacy, activism, cultural hybridization, and in some cases, social disintegration. Cultural practices once considered taboo or marginal now gain visibility and sometimes even social legitimacy through online communities. Consequently, values such as gender roles, dress codes, language usage, sexual identity, and political engagement are undergoing profound transformation in Nigeria. Despite these transformations, concerns have been raised about the negative effects of unfiltered media exposure, such as the erosion of indigenous cultural norms, misinformation, moral decadence, and social deviance. Religious and community leaders have often decried the pervasiveness of what they term "foreign influence," which they believe challenges Nigeria's traditional moral and ethical foundations. Therefore, understanding the dual influence of internet-based media as both a modernizing and disruptive force becomes imperative for stakeholders, including policymakers, educators, and communication experts. 1.2 Statement of the Problem The influence of internet-based media on societal norms in Nigeria presents a complex social reality that is yet to be fully understood. Existing studies across Nigeria and other African countries have explored the growing influence of internet-based media on various aspects of society, particularly in the areas of political participation, youth behavior, and media consumption patterns. For instance, Ekwueme and Fadipe (2020) investigated how social media platforms shape youth activism in Nigeria, while Mutsvairo and Ragnedda (2019) examined digital participation and civil society engagement across Sub-Saharan Africa. In Ghana, Asante and Asiedu (2021) analyzed the intersection of digital media and cultural expression among urban youth, highlighting shifts in language, dress, and interpersonal relationships. Similarly, Ndlovu (2022) in South Africa assessed how mobile and online content challenge traditional gender roles and family expectations. While numerous studies have focused on media access and use, there is a paucity of empirical research examining how digital media platforms are redefining cultural and ethical standards within Nigerian society. Anecdotal evidence points to a shift in youth behavior, language, fashion, and value systems, yet these changes are rarely contextualized within a structured academic framework. Moreover, while some attribute these changes to globalization, others point specifically to the role of online content, influencers, and viral trends in shaping emerging social behaviors. This gap in scholarly literature has made it difficult for cultural policymakers and educators to craft informed responses to the changing landscape. The concern is no longer just about access to the internet, but about the quality, content, and social impact of the information being consumed. What remains unanswered is the extent to which internet-based media influence societal norms in Nigeria, what areas of life are most affected, and how different demographic groups respond to these influences. 1.3 Objectives of the Study The main objective of this study is to appraise the influence of internet-based media on societal norms in Nigeria. The specific objectives are to: 1. Examine the types of internet-based media most commonly accessed in Nigeria. 2. Investigate the extent to which internet-based media shape social behaviors and cultural values. 3. Analyze both the positive and negative influences of internet-based media on Nigerian society. 4. Offer recommendations on how internet-based media can be leveraged to support positive social change. 1.4 Research Questions 1. What types of internet-based media are most commonly accessed by Nigerians? 2. In what ways do internet-based media influence societal norms in Nigeria? 3. What are the positive and negative impacts of internet-based media on Nigerian societal values? 4. What are the ways through internet-based media can be leveraged to support positive social change. 1.5 Significance of the Study This study holds significance for multiple stakeholders. For scholars and researchers, it contributes to the growing literature on media and societal transformation in the digital age. For policymakers and regulatory bodies such as the National Broadcasting Commission (NBC), it offers insights into the social consequences of digital content consumption. Educators and parents will benefit from understanding the media habits of younger generations and the implications for cultural education and value transmission. Additionally, social activists and content creators can draw on the study's findings to develop more socially responsible and culturally sensitive media content. 1.6 Scope of the Study This research is limited to Nigeria and focuses specifically on how internet-based media influence societal norms across different demographic groups. The study will emphasize popular internet platforms such as Facebook, Twitter/X, YouTube, Instagram, WhatsApp, and TikTok. Geographically, while the study will target Ibadan in Oyo State, it will also consider rural areas where internet penetration is increasing. The scope of societal norms discussed will include language, fashion, gender roles, interpersonal relationships, and civic behavior. 1.7 Operational Definition of Terms Internet-based Media: Digital communication platforms and technologies that rely on internet connectivity to disseminate content, including social media, blogs, online news, and streaming services. Societal Norms: Shared expectations, rules, and standards that govern the behavior of individuals within a given society. Cultural Values: Core principles and ideals that are widely upheld and transmitted within a cultural group. Digital Influence: The capacity of internet-based content and actors to shape opinions, beliefs, and behaviors. Normative Change: The process by which existing societal norms are altered or replaced due to internal or external influences, such as media exposure.