A STUDY CONDUCTED AT PIERCE COLLEGE ON THE ROLE OF SOCIAL MEDIA IN NURTURING A SENSE OF BELONGING AMONG MILLENNIALS

Social networking is a big issue for Millenials in terms of developing a feeling of accomplishment. The study’s aim was to determine the importance of social in fostering a sense of belonging. The research goals of the report is to explore how social media positively nurtures Millenials’ sense of belongingness and to assess the negative impact of social media in fostering youths’ admission to peer youth groups. The target population was 25 respondents. Simple random sampling was used to select the respondents. The primary data was collected in the form of questionnaires consisting of closed-ended, Likert type and open-ended questions. Sources of secondary data were documents, publications, and the internet. After the completion of data collection: editing, coding, data entry, cleaning, and recording were done with the assistance of an SPSS Scientific and Microsoft Excel. The analysis used both qualitative and quantitative methods to achieve the objectives of the study. Findings were presented in tabular and graphical presentations (pie charts, bar graphs). The results of the study provided information on how social media nurtures the sense of belongingness to the youths.

Table of Contents

TITLE 1

ABSTACT ………………………………………………………………………...1

INTRODUCTION 3

LITERATURE REVIEW 4

I. Face book ………………………………………………………………………………4

II. Twitter…………………………………………………………….............................4

III. Instagram…………………………………………………………………………….5

THEORETICAL FRAMEWORK……………………………………………………………..5

I. Hyper personal communication theory ....................................……………………….5

II. Social cohesion theory…………………………………………………….…………..5

PURPOSE OF STUDY………………………………………………………………………..6

RESEARCH OBJECTIVES

I. Main objectives ……………………………...…………………………………………6

II. Specific objectives ……………………………………………………………………..6

RESEARCH QUESTIONS/ HYPOTHESIS…………………………………………….…………………………………..7

CONCEPTUAL FRAME WORK………………………………………………………………….……………………..8

RESEARCH METHODOLOGY ……………………………..………………………………9

I. Research method ..........................................................................................................9

II. Sampling method and sample size……………………………………………………9

DATA ANALYSIS……………………………………………………………………….…10

DISCUSSION…………………….…………………………………………………...…….13

RECOMMENDATION ……………………………………………………………….……14

APPENDIX……………………………………………………………………………..……15

INTRODUCTION

Social media has become an important part of people’s daily lives and most especially prevalent platforms among Millenials while giving them a reference to their sense of belonging. Social media accords its users a “feeling of being connected,” (Kobler and Riedil). According to (Vogel), His feeling of belonging is as a result of engagement of other users on one’s social media users in giving them a sense of connectedness rather than the quality of whatever is being shared. Therefore this study will also investigate the motivational factors of social media users influencing their self-esteem and need for recognition. Even though, social media platform can be a form of negativity whereby on is ignored or rejected developing the feeling of ostracism.

LITERATURE REVIE

(Evans) Suggests that the most effective ways the fastest growing online tools for reaching the peers is the so-called ”social media” (Trusov). Social media is becoming an important part of peoples’ lives as can be seen from the recent communicating approaches done in that sphere. Social media communication is the process of gaining attention through social media sites. It usually centers on developing content that attracts attention and encourages readers to share the information across their networks. This is the most effective way to make sure that there is the electronic word of mouth. If history and some recently emerging trends are any indications, 2016 will be a host for a variety of new trends and changes in the social scene. Social media communication is an up to the minute way to spread and share information. (Singh). Through social networking sites, youths can interact with individual followers. This personal interaction can instill a feeling of belongingness and appreciation by other peers. (Evans). The various social network platforms include Instagram, Facebook, Twitter, LinkedIn, Google plus, among others.

I. Facebook

According to Global Web Index data, Facebook remains the clear winner regarding its user base, among the social networking sites (Jayson). In comparison to last year, Facebook declined from 94% to 93% but surprisingly remains the most commonly used social media platform (Larry, 2015). You will want to pay careful attention to layout, as the visual component is a key aspect of the Facebook experience.

Facebook allows you to create a secondary website to which you can post information, videos, and pictures; it is geared toward communicating with your network of friends. Moreover, friends ‘likes’ suggests that they want to support or like. Postings to your Facebook wall might include some fun tidbits you learned about a region and pictures of some of the events you have planned. Facebook is a place people go to relax and chat with friends, with a light and a friendly tone.

II. Twitter

Twitter is the social media communicating tool that lets you broadcast your updates across the web. Follow tweets of your interests and gain a steady stream of followers in return. Using Twitter as a social media communicating tool revolves around dialog and communication. Therefore, you can tweet quick messages to your friends and share information through the platform. (Larry)

III. Instagram

It is the number one place for sharing pictures, message and video content, making it an incredibly powerful social media communication tool. People create video contents with the aim of having their video ”go viral.” Sharing pictures and videos has become an integral part of Internet users’ online experience, the site is the second in holding the most videos on YouTube. (Tom) Instagram is the home of the ”viral videos,” the term for a video that spreads quickly to on the Internet.

THEORETICAL FRAMEWORK

I. Hyper personal communication theory

The model elaborates the use of computer-mediated communication or interaction, through this development of self-editing, presentation, optimization of self to others. The model discusses the element of communication which includes, receivers, senders, channel, and feedback process.

The theory explains the receiver has to fill all the gaps of understanding of the other interact and often assume more positive characteristic. The sender greatly optimizes their presentation and increase their self-censorship through disentranced channels using social media group members using asynchronous communication can devote full attention as they have an opportunity to focus on the goals. The theory explains that social networks aid in the formation of relationships which show a sense of belongingness to a particular group.

II. Social cohesion theory

The theory concentrates on bonding of different individuals. The theory discusses five elements which include material conditions, social inclusions, social equality, positive interactions and social order. Using the social networks discussed above, all the listed elements are contented as they all satisfy the causes of group cohesion through the following factors attractions, group pride, task commitment, similarities in-group members and conformity pressures (Larry).

Purpose of the Study

The purpose of this study was to investigate the role of social media of on nurturing the sense of belonging on youths.

RESEARCH OBJECTIVES

Main Objective

The main aim of the study was to find out the effect of social media on nurturing the sense of belonging to the youths.

Specific Objectives

i. To investigate how social media positively nurtures Millenials to the sense of belongingness.

ii. To determine the effects of social media in nurturing relationships among youths to acceptance to peer youth groups.

Research questions

The research study attempted to answer the following enumerated questions

1. What are the Millenials attracted to social media?

2. Does social media create a feeling of belonging?

3. How is social media related to the sense of identity to other peers?

The study proves that there is a high tendency of social media use with greater internet access and high levels of education. Young users between 17-23 years are more addicted to social media use compared to the ones above 23years due to more responsibilities. The types of apps used include Instagram, face book, twitter, among others.

RESEARCH METHODOLOGY

Research method

Descriptive research methods were used to integrate the different variables of the study in a coherent and logical ways through interviews and survey to collect data. In-depth information was collected from the respondents but did not provide the exact causal factors.

Sampling method and sample size

The target population was 25 respondents from the Pierce College and Millenials from the social media. The simple random sampling method was used to determine the sample size of 25 respondents as it allowed each an individual an equal chance of participation. A measure of validity, reliability, and accuracy was used to govern the level of generalization of the data.

DATA ANALYSIS

Demographics analysis

FIG.1 Gender analysis

Explanation

From the research 15 out of 25 of the respondents were female 60%, while 10 were male 40%, where 80% range from 17-22 years and only 20% range from 23-27 years. Since the research was conducted in Pierce College 100% of the respondents were from the school.

From the data collected, 60 % of the respondents said to have used social media for five years, 30% had used for more than five years while 10% had used for at least 2 years. In the analysis on how often the respondents accessed internet, 100 % of the respondent’s accessed internet all the time of the day with 40% accessing social media at school, 30% at the dining table, 20% at work place, and 3% at church and 7% accessed it anywhere.

Explanation

From the data 20% of the respondents we Facebook social site, 20% used twitter, 15% used Instagram, while 45% used all the social media site. Facebook and twitter had a larger number of users, 20% compared to the other apps, but most respondents used all the apps simultaneously. 65% of the respondents accessed social media through mobile phones, 30% of the respondents accessed through laptops, and 5%through cyber cafes. From the analysis, 100% of the respondents used internet sites to connect with friends, for dating purposes and in search for jobs. From the study, 28% of the respondents accepted to have used social media for research and educational purposes, while 72% did not use social sites for the same purpose. Out of the stu7dents who used social media for academic purposes, 70% used it for reading leisure, 20% rarely used it, and 10% used it for other purposes.

Explanation

From the analysis, 98% of the respondents belonged to different social groups, 2% did not belong to any group. Out of 24 respondents who belonged to different groups, 42% belonged to former high school alumni groups, 20% in bible study groups, and 38% belonged to class assignment groups.

From this study, 20% of the respondents charged their phone ones, 31% charge their phone twice, 48 % charged their phones more than two times a day and 1% did not charge their phone along the day. Where 92% of the respondents owned a power bank and 8% did not own power banks.

It is evident from the analysis that 90% of the respondents explained to have never thought of quitting social media while 10% thought of quitting giving different reasons, among those who quit they did this for a shorter duration.45 % of the respondents quit for a day 33% quit for a week10% quit for a month 2% quit for a much longer duration.100%of the respondents agreed that the social media is important in keeping relationship among peers.48 % 0f the respondents agreed to have bad experiences in the social media while the rest 52% did not have the experiences.100% of the respondents agreed that the social media is becoming addictive with most giving the reason that social media has become part of their lives.

DISCUSSIONS

With regards to the role of social media in nurturing belonging among Millenials, the respondents were on the opinion that social media is plays an important role in nurturing relationship among Millenials. This can be interpreted from the data as most people have adopted the social media as part of their life, where to some they are already addicted to the different platforms. From the research we can depict that social media is important to the youth as it build relationships among them, creates platforms of discussion and sharing important details which are educational.

RECOMMENDATIONS

Based on the findings the following points are recommended.

The study recommends that:

I. Millenials should adopt using social media and use it for important task such as research and learning and online marketing.

II. Millenials should use social media during the recommended time to avoid addiction to the media.

Works cited

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Evans. ”The Best Social Media Platform For Generating B2B Leads.“ (2010). .

Jayson. ”Theories of Computer-mediated communication and interpersonal relations.“ 2014. 122-133.

Kobler, F, C Riedil and Celine. ”Social Connectedness on Facebook .“ Proceedings of the 16th Americas Conferences on Information Systems (2010): 1-1o.

Larry. ”Social Cohesion.“ Social Cohesion (2015).

Micah, Mc. ”Importance of Facebook in B2B business.“ Media Cut Through the Constraints that Limit the Size of Offline Social Networks”. Royal Society of Open Science (2015): 1-10. .

Tom. ”The new advertising ecosystem and the rise of the Internet as a mass medium.“ (2015). .

Trusov, Buckling ,Powels. (2009): 17-27.