The impact of social media on Ghanaian youth’s perception of cultural and moral values

Resumo

This study explores the impact of social media on Ghanaian youths’ perceptions of cultural and moral values within a rapidly globalizing digital environment. The research is grounded in social learning theory, cultural imperialism theory, uses and gratifications theory, and cultivation theory, which collectively explain how digital exposure shapes behavior, identity, and value systems. Adopting a mixed-methods research design, the study integrates both quantitative and qualitative approaches to achieve a comprehensive understanding of the phenomenon. The target population consisted of Ghanaian youth aged 15 to 30 from diverse socio-economic and educational backgrounds. A sample of 400 respondents was selected using a multi-stage sampling technique to ensure representativeness. Data were collected through structured questionnaires and focus group discussions, allowing for the triangulation of statistical trends and lived experiences. Quantitative data was analyzed using descriptive and inferential statistical tools, while qualitative data was examined through thematic analysis. The findings reveal that social media plays a dual role in shaping cultural and moral values. On the one hand, it facilitates cultural exchange, promotes learning, enhances creativity, and supports the development of hybrid identities that blend local and global influences. On the other hand, it introduces moral ambiguity, weakens certain traditional norms, and exposes youth to conflicting value systems, often reinforced through peer validation and algorithm-driven content. The study further identifies family background, peer influence, and individual agency as critical mediating factors that shape how young people interpret and respond to digital content. Importantly, the results demonstrate that Ghanaian youth are active agents who critically engage with social media rather than passive recipients of its influence. The study concludes that the impact of social media is complex, dynamic, and deeply embedded in broader socio-cultural contexts. It recommends the integration of digital literacy and ethical education into school curricula, the promotion of culturally grounded digital content, strengthened parental involvement, and the development of balanced regulatory policies. These interventions are essential for encouraging responsible social media use while safeguarding cultural identity and fostering positive moral development among Ghanaian youth.