Abstract

This study examined what youths of the study area use the social media for. It sought to identify the most preferred medium among the youths, examining where the youths access the social media and identifying what gratifications the youths drive from using the social media. Anchored on the Uses and Gratification theory data for the study were collected through qualitative approach. Findings revealed that apart from educating, entertaining and informative uses of the social media, youths used the social media to create and retain relationships, and to satisfy their emotions. It was also found that the youths in the study area have a preference for mobile phone and internet. Considering the effect of some information and gratification obtained from using the social media among the youths which are both positive and constructive and sometimes negative and destructive, the study recommend that there is need for parents/guardians to supervise closely what their wards use the social media for. Telecommunication companies should look at the effect of such free night calls on members of the public, youths especially and come up with a way of reviewing it.

Key Words: Social Media Platforms, Youths, Parents/Guardian, Telecommunication Companies.

*Maryam Umar Mukhtar, Ph.D. is a lecturer in the Department of Mass Communication, Bayero University, Kano, Nigeria.

^JCMR Journal of Communication and Media Research, Vol. 10, No. 1, April 2018,   133 – 140