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THE INFLUENCE OF FACEBOOK MONETIZATION OF SEMI-NUDE CONTENT ON THE MORAL DEVELOPMENT OF NIGERIAN YOUTHS

Amid rising digital entrepreneurship, Facebook monetization of semi-nude content is reshaping youth values in Nigeria. This study investigates its influence on moral development using a descriptive survey design. Findings reveal exposure to monetized provocative content is altering ethical norms. The study recommends stricter content regulation and digital literacy to safeguard youth moral standards. Keywords: Facebook, Monetization,Moral Development,Youths

Chapters

5

Research Type

quantitative

Delivery Time

24 Hours

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1.1 Background to the Study The global digital landscape has undergone a radical transformation in recent years, particularly with the advent of social media platforms that provide both visibility and economic benefits to content creators. Online profit refers to the revenue generated through digital platforms by individuals or businesses providing content, services, or goods over the internet. According to Abidin (2021), online profit is “the economic gain accrued from digital engagement strategies such as affiliate marketing, sponsored content, subscription models, and platform-based monetization mechanisms.” The rise of the digital economy has transformed users from passive consumers to active producers of marketable content. Platforms like YouTube, Instagram, TikTok, and Facebook have created financial ecosystems where content creators earn income based on views, engagement, and ad revenue. The appeal of low-entry barriers, global reach, and algorithm-driven audience targeting has made online profit an attractive avenue for many, especially among youths seeking financial independence through digital influence. The concept of content monetization began with early blogging and website advertising models in the late 1990s and evolved significantly with the introduction of Google AdSense in 2003, which allowed website owners to earn money by hosting pay-per-click ads. This revolution paved the way for platform-specific monetization strategies. Among these platforms, Facebook remains a dominant player, offering monetization programs that reward creators based on viewer engagement, including reactions, comments, and ad impressions. While this presents an avenue for financial empowerment, it has also led to an upsurge in the production of attention-grabbing content—often bordering on explicit and semi-nude visuals—as creators compete for virality (Adegoke & Odebunmi, 2021). Facebook entered the monetization space more aggressively in the 2010s by introducing features like Facebook Ads, Brand Collabs Manager, Stars (for live videos), and In-Stream Ads, which allowed eligible creators to earn revenue from videos viewed on the platform. By 2020, Facebook expanded its monetization policies to accommodate diverse content formats, including short-form videos and reels, offering creators financial incentives based on engagement metrics. However, critics argue that the engagement-based revenue model unintentionally promotes sensational or morally questionable content—including semi-nude visuals—as creators aim to attract more clicks and views (van Dijck et al., 2018). Thus, Facebook has become a key player in the ongoing debate about profit-driven content and its ethical consequences. In the Nigerian context, where cultural and religious standards emphasize modesty, discipline, and communal morality, the proliferation of sexually suggestive content poses a significant threat to the moral fabric of society. Youths, who constitute the majority of social media users in Nigeria, are increasingly exposed to content that normalizes body commodification and sexual objectification in pursuit of economic gain (Ekanem & Ekong, 2020). Facebook monetization inadvertently encourages such content by rewarding engagement metrics, regardless of the ethical implications. Consequently, there is growing concern about how such content impacts the moral development of Nigerian youths—shaping their sense of right and wrong, interpersonal behavior, and societal values. 1.2 Statement of the Problem In Nigeria, Facebook monetization has presented a range of socio-cultural problems, particularly around the commodification of provocative content to maximize visibility and earnings. Due to the engagement-driven algorithm, creators often resort to sharing sensational or sexually suggestive material including semi-nude photos and explicit storytelling to boost interaction and qualify for monetization thresholds (Nwakanma, 2022). This trend is exacerbated by a lack of stringent local content moderation and a financially vulnerable youth population eager to capitalize on digital platforms. In 2021, for instance, a Nigerian Facebook influencer was widely criticized for hosting a "live dance challenge" that encouraged young women to strip in exchange for cash prizes from sponsors—an event streamed to thousands and monetized through in-stream ads and viewer Stars. This incident sparked national debates about the moral cost of digital entrepreneurship. Scholars such as Adeyemi and Okonkwo (2021) warn that such monetization practices, while financially empowering, erode cultural and ethical boundaries in a society already grappling with Western media influences. Chiluwa and Olatunji (2021) examined the role of Facebook in shaping political discourse in Nigeria, while Afolayan (2022) focused on how monetized content affects the representation of women in digital media. However, these studies primarily address visibility, gender, or political influence without directly interrogating how monetization models influence youth ethical reasoning, moral behavior, or value orientation. This creates a critical gap in literature: while we know Facebook monetization fuels digital entrepreneurship, little is empirically known about how this profit motive interacts with moral developmen—especially in a country like Nigeria, where religious and cultural norms are deeply rooted in communal identity. Addressing this gap is essential for developing informed media policies and digital literacy programs that go beyond content regulation to include value reorientation. While digital media platforms have democratized content creation and opened new streams of income, they have also facilitated the spread of morally controversial content under the guise of self-expression and creativity. The monetization of semi-nude content on Facebook represents a new moral dilemma, particularly for Nigerian youths who are simultaneously shaped by traditional values and contemporary digital influences. Despite growing discourse around digital ethics, few empirical studies have examined how financial incentives from platforms like Facebook are influencing the ethical choices, value systems, and character development of Nigerian youths. This study seeks to fill that gap by investigating the influence of Facebook’s monetization model on the moral development of Nigerian youths. 1.3 Objectives of the Study The primary objective of this study is to investigate the influence of Facebook monetization of semi-nude content on the moral development of Nigerian youths. Specifically, the study aims to: 1. Examine the extent to which Nigerian youths are exposed to semi-nude monetized content on Facebook. 2. Analyze the perceptions of Nigerian youths regarding the ethical acceptability of such content. 3. Assess the influence of such content on the personal moral values and behavior of Nigerian youths. 4. Explore the implications of this trend for Nigeria’s cultural and religious value systems. 1.4 Research Questions To achieve the stated objectives, the study will address the following questions: 1. How frequently are Nigerian youths exposed to semi-nude monetized content on Facebook? 2. What are the ethical perceptions of Nigerian youths concerning such content? 3. In what ways does exposure to monetized semi-nude content affect the moral reasoning and behavioral choices of Nigerian youths? 4. What are the broader implications of this digital trend on Nigerian cultural and religious values? 1.5 Research Hypothesis Ho: There is no significant influence of Facebook monetization of semi-nude content on the moral development of Nigerian youths Hi: There is a significant influence of Facebook monetization of semi-nude content on the moral development of Nigerian youths 1.6 Significance of the Study This study is both timely and significant, considering the rising popularity of content monetization across digital platforms and its socio-cultural implications in Nigeria. As youths increasingly turn to platforms like Facebook for financial empowerment, the line between entrepreneurship and ethical compromise becomes blurred. The findings of this research will provide critical insights for stakeholders including educators, religious leaders, policymakers, and digital content regulators on how monetized digital platforms are influencing youth morality. By exploring the intersection of profit-making and moral development, the study aims to unpack the subtle yet profound ways that digital incentives shape value systems, behaviors, and ethical judgments among Nigerian youth. Academically, the study will make a substantial contribution to the growing body of literature on digital ethics, media influence, and youth development, particularly in African contexts where cultural and religious values remain central to identity formation. As such, it offers both theoretical and practical value to the ongoing global conversation on responsible digital citizenship in emerging economies. 1.7 Scope of the Study The study will focus on Nigerian youths aged 18–35 who actively use Facebook and are familiar with monetized content creation or consumption. It will cover diverse geopolitical zones in Nigeria to ensure the representativeness of cultural and religious perspectives. Only Facebook content particularly semi-nude or sexually suggestive visuals will be examined. 1.8 Operational Definition of Terms Facebook Monetization: The process by which Facebook allows users to earn money through ad revenue, viewer subscriptions, or brand collaborations, typically based on content performance and engagement. Semi-Nude Content: Visual content that partially exposes the human body in a suggestive manner but does not fully qualify as explicit nudity; often includes dance videos, swimsuit modeling, or provocative attire. Moral Development: The process through which individuals acquire ethical values, standards of right and wrong, and socially acceptable behavior, shaped by cultural, religious, and experiential factors. Nigerian Youths: Individuals between the ages of 18 and 35 living in Nigeria who are active users of Facebook and other digital platforms.

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