INFLUENCE OF YOUTUBE ON EDUCATIONAL DEVELOPMENT OF MASS COMMUNICATION STUDENTS IN UNIVERSITY OF CALABAR

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

 The advent of communication technologies and the internet has sparked a significant transformation in various fields of modern technology (Habes et al., 2019). Consequently, the world has transformed into an organized community where individuals can effortlessly and immediately communicate with one another. In the present era, individuals worldwide communicate and share thoughts, viewpoints, emotions, and personal encounters via social networking platforms (Mehmood, 2023). Social media platforms such as Twitter, Facebook, and YouTube have prompted users to utilize the internet for many objectives, such as communication and information exchange. Therefore, individuals may utilize social media platforms based on the specific advantages they offer and how they engage with them. Furthermore, social media enables individuals inside a network to respond, establish connections, construct a personal profile, exchange thoughts, and disseminate information to others by posting movies, images, and posts. Facebook, YouTube, TikTok, Pin Interest, and other platforms are currently the most well-known social networking platforms (Data Portal, 2022). These platforms are used by about 86% of the global population for various purposes (Cheng et al., 2018). Beyond that, social media has gained significant popularity and is expanding to the point that technology has become an essential component of our everyday lives, including numerous domains such as knowledge acquisition and education. According to Junco & Clem, (2018), educators are using the internet more and more to support their teaching approaches. They provide students with interesting multimedia tools that help them understand and remember information better. However, YouTube is recognized as a highly significant kind of social media tool within the educational system, providing dynamic potential for non-conventional teaching and learning methods. The increasing popularity of YouTube tutorials and the significance of videos as captivating educational resources are emphasized. According to Choi & Kang (2018), it is is a widely used internet platform that provides access to video tutorials generated by individuals on a wide range of subjects. YouTube, with its vast user base of over a billion, provides numerous practical and unconventional avenues for teaching and learning (Alwagait et al., 2018). YouTube videos, specifically, have become increasingly popular as a method of acquiring new skills and knowledge for students in higher institution.  While, videos on presentations, interviews, documentaries and many more are acknowledged as a compelling instructional medium that inspires students, particularly mass communication students and improves learning (Nasir et al., 2018). In addition,YouTube has capitalized on this opportunity by offering tens of thousands of video tutorials in the form of "how-to" lessons on a wide range of subjects for mass communication students ((Nasir et al., 2018). The global adoption of YouTube lessons as a learning method has become widespread, with international universities integrating YouTube videos into their educational curriculum (Bhatia, 2018). Although the utilization of YouTube lessons for educational purposes has been thoroughly examined in foreign settings, its influence in nations such as Nigeria has yet to be investigated.  The perceived benefits of incorporating YouTube in the classroom include the provision of video-based support for learning, which enhances both engagement and effectiveness, as well as serving as a source of inspiration and social skill development (Tamim, 2023). According to Cuthrell (221), YouTube can be utilized as a valuable tool for teaching social and communication skill and providing training in lecture rooms. Nevertheless, it has emerged as a significant resource for homework help due to its extensive collection of videos (Asselin, 2021). Lee (2019), the use of YouTube in higher education institutions enhances students' learning experience and development of academic skills. The study therefore aims to conduct a survey on the influence of YouTube on educational development of mass communication students in University of Calabar.

1.2 Statement of the Problem

The emergence of digital technology has completely transformed the field of education, as online platforms are playing an increasingly influential role in the distribution and acquisition of knowledge. Out of all these platforms, YouTube is particularly notable for being a widely used medium that goes beyond geographical limitations and provides a wide variety of educational content. It changes the way students communicate, interact, and develop academic skills. Furthermore, YouTube have become an important part of students’ life of entertainment, socialization, and school activities (Ezeah et al., 2018). Consequently, the growing interest and focus from academics,classroom teachers and lecturers is being directed towards studying YouTube usage among students in higher education institutions. On the other hand, researchers have written on the adverse effects of social media popularity. As a result, several school authorities have prohibited their use in schools, viewing them as sources of distraction. Nevertheless, recent research conducted by Choi and Kang (2022), Hodgson and Wong (2021), and Ma and Yuen (2018) has uncovered the beneficial effects of these actions. Also, Yunus, Salehi, and Chenzi (2022) have expressed concern about the over reliance on "teacher-centred pedagogy," which hinders students' ability to engage with both their peers and instructors. This approach has an impact on the students' academic achievement and self-assurance. Integrating social media, particularly YouTube, into the students' learning process empowers them to assume responsibility over their learning activities, so enhancing their confidence. This student-centered learning strategy is transforming the culture of many modern classrooms. The impact of social media platforms on students' learning performance and academic skills is a subject of ongoing discussion. Some argue that these platforms enhance learning, while others contend that they lead to time wastage (Kirschner and Karpinski, 2020, Yoo and Kim, 2018). Therefore, it is worthwhile to examine the utilization of YouTube among mass communication students, since Balaban-Sali (2018) affirmed that these students are expected to be aware of the presence of YouTube and possess superior proficiency in its usage compared to students from other fields of study. Furthermore, while research on students' utilization of social media is gaining traction, Bosch (2019) lamented that the majority of these studies are predominantly conducted in Europe and the United States. This shows that, there are limited studies on them in Africa. Thus, it is in the light of this, the study seeks to examine the influence of YouTube on educational development of mass communication students in University of Calabar.

1.3  Objectives of the Study

The main purpose of this study is to examine the influence of YouTube on educational development of mass communication students in University of Calabar. Specifically, the study will;

Determine the extent of YouTube usage among mass communication students in the University of Calabar.

Examine the relationship between YouTube usage and educational development of  mass communication.

Examine the extent students prefer YouTube-based learning over traditional physical learning methods.

Examine the influence of YouTube on the academic skills development of mass communication students in University of Calabar.

1.4 Research Questions 

The following questions have been prepared for the study:

To what extent do mass communication students at the University of Calabar use YouTube?

What is the relationship between YouTube usage and the educational development of mass communication students?

To what extent do students' prefer YouTube-based learning compare to traditional physical learning methods?

What influence does YouTube have on the academic skills development of mass communication students at the University of Calabar?

1.5 Research Hypotheses

H0: There is no significant influence of YouTube on the educational development of mass communication students in the University of Calabar.

Ha: There is a significant influence of YouTube on the educational development of mass communication students in the University of Calabar.

1.6 Significance of the Study

The study will assist university administrators in maximizing resources and enhancing support services for students. Also, it will help them understand how YouTube can be used for educational purposes that will help guide decisions regarding technological infrastructure, access to online resources, and faculty training programmes geared at properly using digital tools in an educational setting. Furthermore, with the findings of this study, students will enhance their media literacy, critical thinking skills, and professional development in preparation for careers in mass communication. It will also help them identify distractions when using YouTube for educational purposes, such as misinformation, bias, or content overload. Additionally, subsequent researchers will use it as a literature review. This means that other students who may decide to conduct studies in this area will have the opportunity to use this study as available literature that can be subjected to critical review. Invariably, the result of the study contributes immensely to the body of academic knowledge with regard to the influence of YouTube on educational development of mass communication students in University of Calabar.

1.7 Scope of the study

The scope of this study is boarded on the influence of YouTube on educational development of mass communication students in University of Calabar. Empirically, this study will determine the extent of YouTube usage among mass communication students in the University of Calabar, examine the relationship between YouTube usage and educational development of  mass communication, examine the extent students prefer YouTube-based learning over traditional physical learning methods and the influence of YouTube on the academic skills development of mass communication students in University of Calabar.

Geographically, the study will be delimited to mass communication students in University of Calabar.

1.8 Limitation 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. In addition, there was the element of researcher bias. Here, the researcher possessed some biases that may have been reflected in the way the data was collected, the type of people interviewed or sampled, and how the data gathered was interpreted thereafter. The potential for all this to influence the findings and conclusions could not be downplayed. 

More so, the findings of this study are limited to the sample population in the study area, hence they may not be suitable for use in comparison to other schools, local governments, states, and other countries in the world.

1.9 Definition of Terms

YouTube: an online video-sharing platform where users can upload, view, rate, share, and comment on videos.

Educational development: the acquisition of knowledge, understanding, critical thinking skills, practical competencies, and professional insights related to mass communication disciplines.