Influence of TikTok and Nigerian TikTokers on Social Discourse among Selected University Students: A Study of UNN, ESUT and Caritas University, Enugu

Abstract

This study examined the influence of TikTok and Nigerian TikTokers on social discourse among selected university students in Enugu State, Nigeria. It set out to determine the students’ level of exposure to TikTok content on social issues, how far Nigerian TikTokers shape their perceptions and opinions, how TikTok use affects their engagement in conversations on cultural, political and societal issues, and the ways in which the platform supports their participation in social discourse. The study was anchored on Technological Determinism and Uses and Gratifications theories. A descriptive survey design was adopted, and a sample of 381 undergraduates was drawn from an estimated population of 34,600 students of the University of Nigeria, Nsukka (UNN), Enugu State University of Science and Technology (ESUT) and Caritas University, Enugu. The findings showed that the students were highly exposed to TikTok content on social issues, that Nigerian TikTokers significantly influenced their perceptions and opinions, that TikTok use was significantly related to their engagement in conversations on cultural, political and societal issues, and that the platform served as an effective space for participation in social discourse. The study concludes that TikTok influences the social discourse of university students in Enugu State. It recommends that educational institutions, content creators, regulators, youth organisations and development partners use the platform to promote credible, responsible and constructive discussion of social issues.