INFLUENCE OF SOCIAL MEDIA ON YOUTHS SUB-CULTURE AND DEVIANCE BEHAVIOUR AMONG UNDERGRADUATE STUDENTS OF PRINCE ABUBAKAR AUDU UNIVERSITY, ANYIGBA

ABSTRACT The aim of the study shall be to examine the social media and youth sub-culture and its influence on deviance behaviour among undergraduate students of Prince Abubakar Audu University, Anyigba. For the purpose of the study four research questions, objectives and hypotheses were adopted for the study. Relevant literatures were also reviewed while social learning theory and subcultural theory were adopted for the study. Descriptive survey research design was adopted for the study. The population of the study includes male and female students in Prince Abubakar Audu University, Anyigba, The total population of undergraduates in Prince Abubakar Audu University is 23,026. Taro Yamane formula for sample size was adopted to determine the sample size of 371 while multi-purpose sampling techniques was used for the sampling techniques. Questionnaire was adopted as the instrument of data collection. The research question 1-4 was answered using descriptive statistics and presented in form of frequency distribution and percentages while ANOVA was used for the inferential statistics. Based on the analysis the findings shows that social media usage significantly influence the formation of sub-cultures among undergraduate students at Prince Abubakar Audu University. There are specific types of deviant behaviors commonly associated with social media interactions among youths in the university. Social media platforms contribute to the challenge of traditional cultural norms among undergraduate students. There is significant relationship between the amount of time spent on social media and the prevalence of deviant behaviors among students at Prince Abubakar Audu University. The study concludes that social media significantly shapes students' cultural identities, behaviors, and values at Prince Abubakar Audu University. Platforms such as Facebook, Twitter, and Instagram serve as digital spaces where students engage with emerging sub-cultures, adopt new interests, and form communities that influence their actions both online and offline. Social media also appears to contribute to the rise of deviant behaviors among students. The study therefore recommends that universities should implement digital literacy programs that teach responsible social media use and critical content evaluation and counseling and mentorship initiatives should be established to help students navigate peer pressure and digital influences.