EXPOSURE TO SEXUAL CONTENT ON SOCIAL MEDIA AND ITS LONG-TERM EFFECT ON THE BEHAVIOUR OF ADOLESCENTS

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

In the past decade, social media (SM) has become increasingly ubiquitous, drawing the attention of millions of users worldwide. Facebook, Twitter, Instagram, YouTube, and WhatsApp are the most frequently utilised social networks, in that order (Statista, 2019). The lives of numerous young people are currently being transformed by the accelerated global digital development that includes SM (Pfeiffer et al., 2022). The popularity of social media sites among adolescents is attributed to their numerous features. 

For instance, Facebook and Instagram enable users to establish personal profiles, upload photographs and videos, and compose messages that facilitate communication with other users (Moreau, 2019; Pempek et al., 2020). The utilisation of social media platforms by young individuals yields numerous advantages, including the ability to exchange and receive information and ideas, establish friendships, pursue education, and maintain connections with family and other loved ones (Adil, 2018). 

Nevertheless, the utilisation of social media platforms is accompanied by numerous obstacles, including the potential for depression, time wastage, cyberbullying and harassment, hacking, fraud and schemes, addiction, and exposure to sexually explicit content among adolescents (Adil, 2018). 

The process of sexual socialisation, which involves the acquisition of knowledge regarding sexual behaviour, attitudes, and norms, is particularly important during adolescence. Sexual socialisation is the process by which adolescents acquire and internalise information, attitudes, norms, and expectations regarding sexual behaviours and relationships (Ashby et al., 2019). Adolescents undergo sexual socialisation as a result of their interactions with their parents, peers, school, and the media. 

Adolescents are significantly exposed to sexually explicit content during this developmental stage. Pornography, or sexually explicit materials, are those that depict genitals and sexual activities in an undisclosed manner (Peter & Valkenburg, 2018) and are intended to sexually stimulate the audience (Malamuth and Impett, 2021). The act of observing a model in sexually explicit materials can cause the viewer to engage in the behaviour they have acquired through personal observation. Therefore, social cognitive theory posits that "individuals can recall the sequence of events and utilise this information to direct subsequent actions when they observe a model performing a behaviour and the repercussions of that behaviour" (Bandura, 2001). Consequently, the observer may opt to replicate the behaviour modelled, regardless of whether one is being rewarded or punished for their behaviour and the resulting consequences. 

Exposure to explicit materials is a cause for concern due to the potential negative repercussions associated with this practice, such as emotional disturbance (Flood, 2021) and a change in sexual behaviour (SB) (Arulogun et al., 2019), regardless of whether it is intentional or inadvertent. Additional repercussions include an elevated probability of accepting and participating in sexually permissive behaviours (Lo & Wei, 2018), an earlier initiation of SB (Ashby et al., 2020), a negative perception, and a higher probability that young individuals, irrespective of gender, would regard women as mere sex objects (Peter & Valkenburg, 2018; Rideout, 2021). 

Exposure to sexual content may also result in addiction, which is defined as the compulsive, repeated use of sexual content until it causes severe negative consequences to one's physical, mental, social, and/or financial well-being (Parashar et al., 2017). Masturbation addiction is also associated with this condition (Carvalheira et al., 2022). Additionally, it has been reported that the intensification of attitudes promoting sexual coercion among males is linked to a higher incidence of reported sexual victimisation among females (Flood, 2019; Olaleye & Ajuwon, 2022). To this end, this study seek to assess the exposure to sexual content on social media and its long-term effect on the behaviour of adolescents.

1.2 Statement of problem

Adolescence is a formative period characterized by significant cognitive, emotional, and social development. Adolescents are particularly susceptible to external influences during this phase, as they establish their identities and values (Steinberg, 2019). Adolescents' perceptions of sexuality, body image, and gender roles may be influenced by the exposure to sexualized advertising on social media, which may not be consistent with healthy development. Such advertising frequently presents idealised and unrealistic representations of success and attractiveness, which can result in unhealthy comparison behaviours, low self-esteem, and body dissatisfaction (Grabe, Ward, & Hyde, 2018). Additionally, the internalisation of harmful stereotypes and the adoption of casual sexual attitudes can be influenced by the normalisation of sexual content in advertisements, which may affect the sexual behaviours and decision-making processes of adolescents. 

The media's portrayal of sexuality and the coverage of sexual issues is currently the subject of intense controversy (Buerkel-Rothfuss et al, 2018; Council on Communications and the Media, 2020; Tiemoko & Oku-Egbas, 2022). In particular, the prevalence of sexually "attractive" sequences on new media technology is becoming increasingly alarming and warrants concern, particularly in this era when young people are the most exposed to such media. It also poses a threat to a transiting economy such as Nigeria and can compromise the sustainable development agenda of numerous developing countries with a larger youthful population. Therefore, in a time when the issues of sexual reproductive health and rights have become significant and, at times, even life-threatening, it is essential to investigate the exposure and abuse of these tools and their implications among adolescents. 

Between 2000 and 2005, the percentage of Nigerians who used the internet increased from 0.06% to 3.6%. Subsequently, it increased from 24% to 32.9 percent between 2010 and 2012, and it has continued to rise. The majority of these users are under the age of 25. The National Population Commission (NPC) (2010) reports that adolescents comprise up to 22% of the Nigerian population, with 48% of the population being female. These young adults are biologically mature enough to become fathers and mothers; however, they are socially immature enough to be responsible fathers or mothers of responsible children due to their vulnerability to sexual misdemeanours and the extent of their reproductive health illiteracy. Approximately 19 million new sexually transmitted diseases (STDs) are diagnosed annually among young individuals worldwide, with the majority of these cases occurring in developing countries (United States Centres for Disease Control and Prevention, 2013). Consequently, it is imperative to emphasise the extent of adolescents' susceptibility to sexual content and the repercussions of such exposure. In view of the aforementioned, this study seek to examine the exposure to sexual content on social media and its long-term effect on the behaviour of adolescents

1.3 Objective of the Study

The main purpose of this study is to examine the exposure to sexual content on social media and its long-term effect on the behaviour of adolescents. The study will be guided by the following specific research objectives;

Find out the extent of social media utilization among youths in Obio/Akpo Local Government Area, Rivers State.

Find the extent of sexualized advertising are portrayed on social media in Obio/Akpo Local Government Area, Rivers State.

To determine the extent at which youth engage in sexualized advertising on social media.

Find out the long-term effects of exposure to sexualized advertising on adolescents sexual decision and behaviour.

1.4 Research Question

The study will be guided by  the following questions;

What is the extent of social media utilization among youths in Obio/Akpo Local Government Area, Rivers State?

What is the extent sexualized advertising are portrayed on social media in Obio/Akpo Local Government Area, Rivers State?

What is the extent at which youth engage in sexualized advertising on social media?

What are the long-term effects of exposure to sexualized advertising on adolescents sexual decision and behaviour?

1.5 Research Hypothesis

The following hypotheses are generated by the researcher and was tested in this study:

Ho: Exposure to social media sexualized advertising do not have a significant negative long-term effect on adolescents sexual decision and behaviour.

Ha: Exposure to social media sexualized advertising have a significant negative long-term effect on adolescents sexual decision and behaviour.

1.6 Significance of the Study

This study revealed that most parents do not normally engage their children in sex education, and that children do not feel comfortable discussing sexually-related matters with their parents, a big gap in the family that teenagers are attempting to fill at all costs. Parents, guardians, and teachers will find this study useful because it emphasizes the importance of teaching young adolescents about sex education and the importance of not ingesting sexual information from the internet. This study revealed that most parents do not normally engage their children in sex education, and that children do not feel comfortable discussing sexually-related matters with their parents, a big gap in the family that teenagers are attempting to fill at all costs. Parents, guardians, and teachers will find this study useful because it emphasizes the importance of teaching young adolescents about sex education and the importance of not ingesting sexual information from the internet.

1.7 Scope of the Study

This study focuses on examining the exposure to sexual content on social media and its long-term effect on the behaviour of adolescents. The study will be delimited to youths in Obio/Akpo Local Government Area, Rivers State.

1.8 Limitations Of The Study

In the course of carrying out this study, the researcher experienced some constraints, which included time constraints, financial constraints, language barriers, and the attitude of the respondents. However, the researcher were able to manage these just to ensure the success of this study.

Moreover, the case study method utilized in the study posed some challenges to the investigator including the possibility of biases and poor judgment of issues. However, the investigator relied on respect for the general principles of procedures, justice, fairness, objectivity in observation and recording, and weighing of evidence to overcome the challenges.

1.9  Definition Of The Terms

Social media: Social media are interactive technologies that allow the creation or sharing/exchange of information, ideas, career interests, and other forms of expression via virtual communities and networks.

Adolescent: This is a transitional stage of physical and psychological development that generally occurs during the period from puberty to legal adulthood (age of majority).

Exposure: Access, ability to view and sometimes understand sexual scenes and contents. The introduction and possible addiction to online contents.

Sexual content: sexual news, write ups, quotes, visual content which include pictures, videos, gifs and so on.

Sexual orientation: how sexual content viewed make then view things relating to things related to sex. How they view and react to sex in a whole.