CHAPTER ONE

INTRODUCTION

1.1       Background to the Study

It is not an understatement that social networking has enormously influenced and changed

today‘s society. Relationships in the society, the workplace, as well as in educational

institutions have been re-defined and shaped so much that individuals can even share their

everyday life with whomever they wish with the simple click of the computer key. If social

networking is used properly, it is greatly productive in helping an individual and business

grow and become successful (Kweena, 2011). Social media has revolutionized the way

people interact, the way they communicate, and even the way they think (Weisgerber and

Butler, 2010). It has become a mainstream activity and a major mode of communication

especially for youths who form about 50% of the world population on Facebook (internet

world stats, 2015). Social media has moved from being just an interactive platform to a form

of mass movement in the media. It has been predicted as a strong force in shaping public

opinion especially on issues of politics, socialization, sexuality and professionalism (Idakwo,

2011: 23).

With the advent of the Internet, people are now enjoying the benefits of high technology-

driven mass media, which is not only faster than the conventional mass media, but also has a

wide range. Mobile phones, computers, and Internet are often referred to as the ―new-age

media‖ (Boyd and Ellison, 2007). The Internet has opened up several new opportunities for

mass communication which include e-mail, websites, podcasts, e-forums, e-books, blogging,

Internet TV, and many others which are becoming the rave of the moment. The Internet has

also enabled social networking sites which have redefined mass communication altogether.

Sites like Facebook, Twitter and YouTube have made communication with the masses all the

more entertaining, interesting, and easier (Manohar, 2010). The rise of social media sites on

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the internet has gained popularity over the last decades. The sites have attracted millions of

users worldwide (Boyd and Ellison, 2007). Social media is about a configuration of

individuals, brought together often by interpersonal means, such as friendship, common

interest, or ideas (Coyle and Vanghu, 2008). It builds strong foundations for relationships and

creates unity amongst people in every aspect of human endeavours. Advancement in the

internet technology with particular reference to the evolution of social networking websites

such as Facebook, Twitter, 2go, Whatsapp and Myspace have aided this social advantage.

Social networking sites (SNSs) have entered people‘s daily life with amazing rapidity to

become an important social platform for computer-mediated communication (Correa et al.,

2010).

The social network approach holds that the behaviour of an individual is affected by the kinds

of relations or technical ties, more than by the norms and attributes which an individual

possesses. The social, informational or material resources that two individuals exchange

characterize their ties. Because of the increasing use of social media, individual social

interaction with friends, families, and professional contacts have transformed from offline

realm into online entity.

1.2 Statement of the Problem

Use of technology for social purposes has become the mainstream communication method for

many people in recent years (Boyd and Ellison, 2007). Due to the increasing popularity of

social media networking, personal-social interactions with friends and families, and

professionally-related contacts have transformed itself majorly from the offline situation i.e.

face-to-face contacts into an online realm (Gallion, 2010). Nigeria, with the population of 167

million people (2006 Census), 125 million mobile telephone subscribers and 56 million

internet users, has been described as the biggest internet and mobile market in Africa (NCC,