ASSESSING THE IMPACT OF SOCIAL MEDIA ON THE ACADEMIC PERFORMANCE OF STUDENTS THROUGH VIDEO FILM: SCREEN JUNKIE IN FOCUS

Abstract This study on Assessing the Impact of Social Media on the Academic Performance of Students Through Video Film Screen Junkie in Focus, investigates the role of films in addressing societal vices and promoting moral, with Screen Junkie as a case study. The research aims to evaluate the effectiveness of film in influencing student behavior and addressing campus-related immorality, focusing on themes such as social media addiction and unethical conduct within the University. The methodology was anchored on the production of Screen Junkie, a short film written, directed and produced by the research group. This study is anchored on the Uses and Gratifications Theory and the Cognitive Load Theory, which together provide a comprehensive framework for understanding the interaction between social media consumption and academic performance. The scope of the study encompasses challenges faced by university students, particularly those at the University of Maiduguri (UNIMAID) due to the influence of social media. Using qualitative analysis, the research experimented through the production of Screen Junkie keeping through film techniques and film production processes. Findings revealed that films like Screen Junkie could be an effective tool in conveying moral lessons by showcasing the dangers of poor choices among campus students. This research recommends that among other things, that students should strike a balance between academic and social media life. This study also recommends that students should resist peer pressure in other to maintain focus on their academics.