The Influence of Social Media on Youth Leisure in Rongo University College Town Campus, Kenya

Abstract

The study focuses on the influence of social media on youth leisure. The past has witnessed a growing interest among researchers in exploring the linkages between the media attitudes and behaviours of youth in Kenya In the context of increasing use of social media, research on the influence of social media on youth leisure is significantly low (Oriare 2010:13). As youth market expands and consumption power increases, communication researchers need to capture the latest trends in order to reach the young generation as social media is being eagerly adopted by the youth in particular and by the society in general. However, the extent to which social media, especially the internet, influence youth leisure in Rongo University College is not clear. The main Objective of the study was to investigate the influence of the social media on youth leisure. The specific objectives were: To investigate the media that Y<futhaccess in Rongo University College town campus, to examine how youth in Rongo University College use new media to satisfy their leisure time and to examine how youth use social media in Rongo University town campus. In order to study these research objectives, a combination of theories were used. Uses and Gratification theory proposed by Blumler and Katz (1974) and Stimulation Theory by Wimmer & Dominick (2000) were used to support the conceptual framework. Works by Schramm (1997) and Bovill (2001) were also reviewed as the core literature. A descriptive research design was used to answer the questions. Data was collected using questionnaires and interviews. Validity of the instruments was done through experts in research and piloting. Reliability was tested by subjecting the instruments to a pilot study through the split-half technique. The population of study was 225 youth from Rongo University College and the sample Of the study consisted of 144 respondents from Rongo University College town campus, formula advanced by Yamane (1967) and SUPPOlted by Morgan (1970), was used to calculate sample size and purposive sampling teclmique was used to select them. Results of data analysis were done using SPSS and presented using frequency distribution tables. The findings revealed that 97% of youth accessed social media which influenced their leisure activities it also revealed that youth in Rongo University College accessed social media application which enabled them to access contents and finally the results revealed that youth in Rongo University were affected by social media on their leisure activities. P..e.sults of data analysis were presented using frequency distribution tables and pie charts. TIle findings of this study should therefore stimulate continuous research so as to gain a better picture of social media activities and youth behaviors as a whole. The study therefore ,/ recommends that youth should allocate equal time for both active leisure and passive leisure offered bJ,T the social media it ~lsn reC()1nl-nen(J~ ~h~t )!Ql_~th ':'f..I! access social !!~ed.i?.0)' accessing intemet services and youth can also avoid negative effects of social media by purposefully choosing which social media application to access.