Digitalizing Ideology—How Social Media Is Shaping Youth Values and Worldviews in Nigeria

Abstract

In today's digital domain, where connectivity is essential, social media platforms have surpassed mere interaction spaces to become influential instruments that shape ideologies. For African youth, particularly in Nigeria, these platforms profoundly affect their self-perception, values, and worldview. This paper explores how social media influences young people's ideologies, demonstrating how digital content, influencers, and algorithms curate information that both contests and reinforces traditional cultural values while presenting new perspectives. Grounded in theories such as Cultivation Theory, Social Cognitive Theory, Uses and Gratifications Theory, and Critical Theory, this study investigates the psychological, social, and technology-related factors driving this transformation. By analysing how youth consume content, the influence of algorithms, and the emergence of ideological bubbles, this paper illuminates how digital media reshapes identity, redefines values, and contributes to cultural polarisation. The study supports improved media literacy, stricter platform regulations, and more effective pedagogical tactics to empower young people in Africa to navigate this rapidly changing ideological landscape.

Keywords: African Youth, Digitalisation, Ideology, Social Cognitive Theory, Social Media.