CHAPTER ONE

INTRODUCTION

1.1 Background of the study

Internet has changed the way people interact. Communication and access to information has been made easier. Use of internet is now not only about communication through emails but is also a platform on which people interact. Today it is possible to attend a classroom being taught abroad while seated somewhere in rural Kano or give evidence directly to an international court in real time with no need to travel, thanks to internet. Sunitha and Narayan (2010) observe that internet is now more about blogs, podcasts, Facebook, and Twitter – tools and technology also called social networking sites a recent phenomenon. Social network sites are the web-based services that allow individuals to

(1) construct a public or semi-public profile within a bounded system,

(2) articulate a list of other users with whom they share a connection, and

(3) view and traverse their list of connections and those made by others within the system (Boyd and Ellison, 2007).

Social network are fast becoming very popular means of both interpersonal and public communication in Nigeria. Social networking sites are modern interactive communication channels through which people connect to one another, share ideas, experiences, pictures, messages and information of interest. Boyd and Ellison (2007) define social networking sites as: ‘‘Web based services that allow individuals to construct a Public or semipublic profile within a bounded system articulate a list of other users with whom they share a connection and view and traverse their list of connections and those made by others within the system.(pp.78-100.) They are interactive networks which information and communication technology (ICTs) bequeath to the modern society through the instrumentality of the Internet and the telecommunication gadgets. The Internet makes it possible to expand the networks and to increase the possibilities for communicating with wider audiences on the globe. The interactive aura of the new media confers an unprecedented popularity on them. Also the ubiquity of the social networking sites within their short period of arrival is unparalleled in the annals of media industry. Awake (2011) buttresses this point by noting that ‘‘social networking has become hugely popular. Similarly, it took 38 years for radio to reach 50 million users, 13 years for television to attract the same number and 4 years for the Internet to do so, but it took Facebook 12-month only to gain 200 million users. Social networking sites provide various interactive platforms based on the intentions of their founders. There are for instance, social, political, academic, businesses, sports, romantic and religious platform. In other words, the social networking site by their nature has the capabilities of educating, informing, entertaining and inflaming the audience. Onomo (2012) acknowledged this ability of the media by remarking that social networking sites has become ‘‘a widespread tool for communication and exchange of ideas, helping individuals and organizations with just causes to reach a phenomenally vast audience that could hitherto not be reached by traditional media. Most of the members to these social networking sites are young people who are still in school. Al-Rahma and Othman (2013) inform that there is no doubt that social media has gained wider acceptability and usability and is also becoming the most important communication tools among students. A large percentage of teenagers in Kenya spend their time online either using smartphones or their computers and other handheld gadgets such as ipads and tablets browsing these social networking sites. Students in all levels of education seize every opportunity they get to access social networking sites to check on status on Facebook and what is trending on Twitter. Teenagers have learnt to multitask as they switch from one SNS to another. The social media has been a platform for interaction among the young and the elderly. Thus, people use social media sites such as Facebook, Twitter, 2go, MySpace, WhatsApp amongst others to create and sustain relationships with others (Boyd & Ellison, 2007). These social media sites enable those who use them to create personal profiles, while connecting with other users of the sites. Users can upload photographs, post what they are doing at any given time and send personal or public messages to whoever they chose. In this information age social media sites seem to be growing in popularity rapidly, especially among young adults (Pempek, Yermolayeva, & Calvert, 2008) Lenhart, Purcell, Smith, and Zickuhr (2010) noted that social media sites have created new non-personal ways for people to interact with each other and young adults have taken advantage of this technological trend enhance communication. In recent years, social networking sites (SNS) like Facebook, Twitter, MySpace, and LinkedIn have become the most visited websites in the world, with Facebook topping the list. With over 90 million active users in 2009, Facebook boasted an 85% market share at universities and colleges in the United States (Hendrix, Chiarella, Hasman, Murphy, & Zafron, 2009). In 2010, Facebook increased its traffic by nearly 70% with more than 115 million unique visitors. MySpace ranked second while Twitter soared immediately after it (Friedman, 2010; Nielsen Market Research, May 4, 2010). Today, Facebook has more than 800 million active users.

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