ASSESSMENT OF UNIVERSITY OF JOS STUDENTS’ ENGAGEMENT WITH SUG FACEBOOK PLATFORM

ABSTRACT This study assesses the utilisation of Facebook by the 2025 Student Union Government (SUG) of the University of Jos as a tool for promoting participatory engagement among students, guided by the Uses and Gratifications Theory (UGT) and the Civic Voluntarism Model (CVM). Employing a survey design, data were collected via structured questionnaires from 160 purposively sampled respondents, including 200- to 400-level Mass Communication students and SUG officials, with analysis conducted using descriptive statistics and thematic interpretation. Findings reveal that Facebook is extensively used for one-way information dissemination, with 81.3% of respondents relying on it for SUG updates, enhancing awareness and perceived transparency (75% agreement). However, active participation remains limited, as only 59.3% report engaging in discussions, and responsiveness from the SUG is perceived as inadequate by 40.7%, reflecting unfulfilled personal integrative needs under UGT and eroded political efficacy per CVM. Students view the platform positively for inclusivity and empowerment (71.9% agreement), preferring it over physical meetings (65.6%), yet challenges such as high data costs (81.3%), passive consumption (78.2%), and misinformation management (75%) hinder deeper interaction. The study concludes that while Facebook strengthens broadcast communication, structural and psychological barriers prevent its full participatory potential, mirroring broader digital divides in Nigerian student governance. Recommendations include adopting dialogic strategies like live Q&A sessions, transparent feedback protocols, and partnerships for subsidised data to foster reciprocity and efficacy. This research contributes to digital democracy discourse by highlighting pathways for enhancing youth engagement in campus politics.