ST. AUGUSTINE UNIVERSITY OF TANZANIA

Faculty of Social Sciences and Communication

The Impact of Facebook Usage on SAUT Youth Moral Behavior

Research Paper on Partial Fulfillment of the Requirements for the Award of Bachelor Degree of Art in Public Relations and Marketing Submitted in the Department of Public

Relations and Advertising

Laurian Victor

June, 2013

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CERTIFICATION

The undersigned certifies that this research paper titled, “The Impact of Facebook on

SAUT Youth Moral Behavior” qualifies for submission in department of public relations

and advertising of St Augustine university of Tanzania for the award of BA Public

Relations and Marketing.

Signed …………………………………………….Date …………………………………

Mr Denis Mpagaze (Research Supervisor)

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DECLARATION

I, Laurian Victor, declare that this research paper is my original work and has not been

submitted for Bachelor Degree or its equivalent in any other university or any other

Higher learning institutions.

Signature………………… Date……………………

Name LAURIAN Victor

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COPY RIGHT

All rights of this research paper are reserved hence no one is allowed to reproduce or

duplicate in one way or another without the permission of the author or St. Augustine

University of Tanzania.

©Laurian (2013)

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ACKNOWLEDGEMENT

First of all, my thanks and appreciations are due to the Almighty God for the gift of life

he bestowed onto me throughout this work. I will always sing His praises. My sincere

gratitude should also go to my supervisor Mr. Denis Mpagaze for his tireless efforts and

constructive guidance he offered to me.

Many thanks go to the District Administrative Secretary of Nyamaganafor; he provided

me permission to carry out this research.

I do also appreciate Mrs. C. Mwidima for teaching me research methodology skills

which enable be to fully engaged me in this study. Finally much appreciation is upon my

friends; Peter, Melvin, Rose, James, Shaweji, Vienigan, Jackson, Karim, Chapile and

others for their academic support during the research.

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DEDICATION

This work is dedicated to my beloved parents, Mr. and Mrs. L, Sanday for financial and

moral support during my academic life.

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LIST OF ABBREVIATIONS

1. SAUT - St. Augustine University of Tanzania.

2. HIV - Human Immunodeficiency Virus

3. AIDS - Acquired Immune Deficiency Syndrome

4. TSHs – Tanzania Shillings

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ABSTRACT

The focus of this study was to find out the impacts of Facebook usage on youth moral

behavior of SAUT. It was guided by the following key questions; what are the factors

that influence youth to join Facebook? What kind of messages the youths are consuming

in Facebook?

Social cognitive theory which states that we learn behaviors through observation,

modeling, and motivation such as positive reinforcement guided the researcher into this

study

Interview was used to collect data from 50 respondents studying at SAUT. The results

revealed that friends, love affairs and mobile phone devices are the most influential

things for students to join Facebook. The messages they consume include love affairs,

political issues, religious, dressing style, abusive languages.

The researcher recommends that; youth should use facebook constructively like in

academic purposes.

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TABLE OF CONTENTS CERTIFICATION ........................................................................................................... i DECLARATION ............................................................................................................ ii COPY RIGHT ............................................................................................................... iii ACKNOWLEDGEMENT ............................................................................................. iv DEDICATION ................................................................................................................v LIST OF ABBREVIATIONS ........................................................................................ vi ABSTRACT ................................................................................................................. vii CHAPTER ONE..............................................................................................................1 Problem Setting ...............................................................................................................1

1.0 Introduction ............................................................................................................1 1.1.1 Background of the study ......................................................................................1 1.1.1.Historical Background of Facebook .....................................................................1 1.3Statement of problem ..............................................................................................3 1.4. Research objectives ...............................................................................................3 1.5 Research Questions ................................................................................................3 1.6. Limitation of the study ..........................................................................................4 1.7.Significance of the study ........................................................................................4 1.8. Scope of the study .................................................................................................4 1.9. Definition of the key terms ....................................................................................4

CHAPTER TWO .............................................................................................................6 Literature Review ............................................................................................................6

2.0 Introduction ............................................................................................................6 2.1Theoretical Arguments ............................................................................................6 2.2. Theoretical Framework ....................................................................................... 12 2.3 Empirical Literature ............................................................................................. 13 2.4 Research Gap ....................................................................................................... 14

CHAPTER THREE ....................................................................................................... 15 Methodology ................................................................................................................. 15

3.0 Introduction .......................................................................................................... 15 3.1 Research Design ................................................................................................... 15 3.2Population of the study .......................................................................................... 15 3.3 Sampling techniques ............................................................................................ 15 3.3.1Sample size ........................................................................................................ 15 3.4 Data collection techniques .................................................................................... 16

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3.5 Validity and Reliability ........................................................................................ 16 3.6 Data Analysis ....................................................................................................... 17

CHAPTER FOUR ......................................................................................................... 18 Findings ........................................................................................................................ 18

4.0 Introduction .......................................................................................................... 18 CHAPTER FIVE ........................................................................................................... 24 Discussion ..................................................................................................................... 24

5.0 Introduction .......................................................................................................... 24 5.1 Discussion ............................................................................................................ 24 5.2 Recommendations ................................................................................................ 27 5.3 Conclusion ........................................................................................................... 28

REFERENCE ................................................................................................................ 29 APPENDIX I ................................................................................................................. 31 Interview Guideline ....................................................................................................... 31 APPENDIX II ............................................................................................................... 32 Mwongozo wa Dodoso .................................................................................................. 32

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CHAPTER ONE

Problem Setting

1.0 Introduction

This chapter contains background of the study, statement of the problem, research

objectives, research questions, limitation of the study, significance of the study, scope of

the study; and definition of the key terms.

1.1.1 Background of the study

Increase in peer cruelty, high taking of alcohol, marijuana, cocaine, extramarital sex,

abortions, riots in universities and streets, disrespect of elders by the youth is an indicator

that moral behavior of the youth is deteriorating. For example it hardly passes a year

without witnessing riots from high learning institutions in Tanzania. False love among

the youth has become common and abortion as its results has become fashion.

Dressing styles also among the youth leaves a lot to be desired. Going half naked is the

day of many youth in Tanzania. . Should we associate these increase in moral behaviors

among the youth with the advancement of social media (Facebook). This doubt moved

the researcher into this study.

1.1.1.Historical Background of Facebook

Facebook started when a young Harvard psychology student, Mark Zuderberg, thought of

a mechanism to bring all young Harvard students into knowing each other on February 4,

2004 the guy’s dream came into existence and facebook become popular. After few

months Zuckerberg and his friends Dustin Moskowitz and Chris Hughes dropped out of

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Harvard and moved to Polo Alto, California to run the website as their sole occupation

that is www.facebook.com. .Today Facebook has more than 845 million active members.

The Website is the most popular for uploading photos, with 50 billion uploaded

cumulatively. Among these users mostly are youth and most of youth are still studying in

high schools, colleges, universities and other are employed to different organizations

Table of Facebook users by age

AGE PERCENTAGE (100%)

13 -17 20%

18 - 25 26%

26 -34 26%

35 -44 15%

45 -54 08%

55 -64 05%

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1.3Statement of problem

The moral behavior of most of today’s youth is not pleasing for, most of them are

engaged in drug abuse, abortion, abusive languages, disrespect to their parents, teachers,

authority, riots and burglary .Worse, such immoral behaviors keep on increasing as the

world keeps on witnessing the development of new technology. Such new technology

facilitates youth interactions to such an extent it becomes easily for the youth to copy. For

example today more than 52% of Facebook users are youths. So the researcher wanted to

know whether facebook has any impact on youth moral behavior.

1.4. Research objectives

1.4.1. General objective

To find out whether Facebook contributes to moral behavior of youth

1.4.2. Specific objectives

1) To find out the factors that influence youth to join and use Facebook.

2) To determine the kind of messages the youths consume in Facebook and how such

message influence behavior change of the youth.

1.5 Research Questions

1) What are the factors that influence youth to join and use Facebook?

2) What kind of messages the youths are consuming in Facebook and how much do such

messages influence their behavior change?

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1.6. Limitation of the study

The major limitation the researcher faced was that most of respondents were reluctant to

engage in interview recording.

1.7. Significance of the study

This research is important to the society because it insists on good behavior within the

society especially youth. Also the research is useful to the youth because they will know

what to take and what to leave when engaged with Facebook.

1.8. Scope of the study

This study was conducted in Nyamagana District at Malimbe area. The researcher

assessed the impact of Facebook on youth moral behavior at St. Augustine University of

Tanzania.

1.9. Definition of the key terms

a) Youth – is a time when a person is young especially the time before a child

becomes an adult. (Oxford Advance Learner’s Dictionary7th edition)

b) Moral – is the standards of behavior considered acceptable and right by group of

people.(Oxford Advance Learner’s Dictionary7th edition )

c) Facebook – is a social networking website intended to connect friends, family,

and business associates. It is the largest of the networking sites, with the runner up

being MySpace. It began as a college networking website and has expanded to

include anyone and everyone (www.wisegeek.com)

d) Behavior – is the way somebody behave especially towards other people(Oxford

Advance Learner’s Dictionary7th edition)

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e) Moral behavior – is action or actions that produce good outcomes for individual

as member of community or society. (www.answers.com)

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CHAPTER TWO

Literature Review

2.0 Introduction

This chapter of the study represents the literature review, theoretical framework,

theoretical argument, empirical literature and research gap.

2.1Theoretical Arguments

The rising youth violence, peer cruelty, coarsening of language, a declining work ethic,

diminished personal and civic responsibility; escalating dishonesty, growing ethical

illiteracy, and growing disrespect for parents, teachers, and other legitimate authority

indicate the decline in moral behavior among the youth in Tanzania. Coles (1997) claims

that at one time society takes for granted its responsibility to help children develop a

conscience or moral compass instead social media especially Facebook has assumed this

crucial role. Today Facebook allows youths to "find" friends of their interests without

knowing their backgrounds. One of my favorite features of Facebook is that when

someone joins the network and they have mutual friends of yours, Facebook posts these

friends in the upper right hand corner of your page. It allows youths to see their pictures

and decide if they can establish friendship (Shawna, 2009)

Facebook makes it easy to upload and share photo albums with the world or just your

"friends list" if you prefer. You never have to worry about misplacing your digital photos

again and can organize them perfectly in the photo area. You can also instant upload

pictures from your cell phone and make a comment (Shawna, 2009)

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Recurrent incidents of uncaring, harmful and, often, violent behavior have caused many

to wonder about a decline in morality in society (Zuckerman, 1994). Reports of unethical

behavior are not limited to any one group. People from all levels of socio-economic

classes, ages and prominence have been found to be involved in unlawful behavior

(Beach, 1991; Halman, 1995). However, the concern over the increase in violence

between youth, and the general decline in ethical behavior has forced people to question

the moral development of youth and to try to find ways to discourage negative behaviors

and encourage ethical, positive behavior from youth.

It is believed that the more time spent on Facebook is related to a greater tendency toward

narcissistic behaviors among teenagers. Also, it has been discovered that young adults

that spend excessive amounts of time on Facebook show more signs of other

psychological disorders, including antisocial behaviors, mania and aggressive tendencies.

Additionally, studies have revealed that excessive daily use of social media can

negatively affect the health of children, preteens and teenagers alike as they are more

prone to anxiety, depression and other psychological disorders as well as more

susceptible to future general health problems.

The study by (Rosen, 2011) reports that school grades will suffer when spending too

much time on Facebook as valuable study time is lost.

Multiple negative psychological effects could result from spending too much time on

Facebook and other social media sites. The study by Rosen (2011) reports the negative

impacts of Facebook on youths

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1. Teens that use Facebook frequently may become narcissistic. If you are not already

familiar with that term, dictionary.com describes narcissism as an, "inordinate

fascination with oneself; excessive self-love; vanity." Most likely these are not the

character traits you desire for your child.

2. Teens who have a strong Facebook presence may display psychological disorders,

such as anti-social behaviors, and mania & aggressive tendencies. An anti-social child

often does not consider the effects their actions have on others. This can be quite

dangerous, especially during the already-volatile teen years. Perhaps this should be

termed the anti social media effect.

3. Educational Effects although this pretty much goes without saying, being connected

to technology on an ongoing basis can seriously impact a teens and young adult's

education. The negative educational impacts of regularly checking Facebook during

Rosen's 15-minute observation of kids during study time.

4. Middle and high school students, as well as college students, who checked their

Facebook once during the 15-minute study time, had lower test grades. Perhaps this is

similar to being a distracted driver. During the 15-minute studying time research,

those students who checked their Facebook most often also had the lowest rates of

reading retention. This probably is not too surprising, but now it is a proven fact, in

case you need to tell your kids.

5. The Facebook effect is real, but teens who "overdose" on technology daily, and this

includes video games too, have higher absenteeism from school and are more likely

to get stomach aches, have sleep issues, and feel more anxious and depressed.

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Using Facebook takes time. Often, a lot of time! The greatest motivating factor for

children to use technology in grades 7 and up is to connect to others; to socialize. Their

irresistible need to connect with their peers, coupled with the development of 24/7

accessible technologies, can make the use of sites like Facebook all consuming. We have

concerns for children and teens today growing up in a world where they are wired 24/7

without a break. For many of our kids there is little or no "down time." Some have

difficulty disengaging from their social life. For some, it even raises their anxiety level to

be without their cell phones for a few hours! We don't believe this is healthy for them.

(Doug Fodeman & Marje Monroe, 2009).

To our students using Facebook, there is a false sense of privacy. Couple this false sense

of privacy with the feeling of anonymity and lack of social responsibility that often

develops from using text-centered telecommunications, and we see that many students

post embarrassing, humiliating, denigrating and hurtful content in both text, photos and

videos. We need to teach them that nothing is private online, especially their social

networks. We need to show them examples of the serious consequences that have

occurred to those whose egregious online behavior has been made public. Students have

been expelled from high schools and colleges. Students have been denied acceptances to

intern programs, admission to independent high schools, colleges, and jobs at summer

camps. Students, and their families, have been sued for slander and defamation of

character (Doug Fodeman & Marje Monroe, 2009)

We need to acknowledge that screens act as a moral disconnect for many of our students.

Every day online there are thousands of kids who say mean and hurtful things because

they can. They are increasingly living their social lives in a world without caring, loving

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adults watching out for them, without expectations for their behavior, and without

boundaries. Research shows that children grow up healthiest in a world with love,

communication, structure and boundaries. These qualities hardly exist online for our

children/teens. Instead, harassing language is normalized, and the lack of supervision

creates an "anything goes" wild-wild-west. Here is a simple case in point. Would Texas

Longhorn lineman, Buck Burnette, have said the same thing about President-Elect

Obama if handed a microphone at a school assembly in front of hundreds of students?

Would he have written his posted statement on a large poster and held it up in downtown

Houston for a few hours? (Doug Fodeman & Marje Monroe, 2009)

Symptoms of Facebook Addiction

According to Thurs some symptoms of Facebook addiction are given below to help users

in realizing whether they are really addicted to Facebook.

1. Users and their siblings communicate through Facebook wall and messages, even if

they stay in same house.

2. Users check Facebook for updates and comments after every hour at their workstation

or on their cell phone.

3. Users wake up in the morning, and log onto their Facebook account first.

4. Users’ Facebook wall is full of status updates, comments, and applications that they

just used.

5. Users give priority to Facebook over their commitments in professional and personal

life.

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6. Users spend over an hour on Facebook at a stretch or in short episodes over regular

intervals.

7. Users look forward to get home in the evening so that they can see what is happening

in cyberspace. (on Facebook to be precise)

8. Users can not go for a day without using Facebook, and even this thought makes them

go into sort of depression.

9. Users’ day ends with checking Facebook for that one last time bidding people 'good

night' through their Facebook status update.

If users are facing any of these activities, then they are suffering from Facebook addiction

disorder. Facebook addiction disorder contains the tendency to affect some serious

problem of their mental health and social life. Therefore they need to throw away this

habit as soon as possible (Thurs 2011)

Crime reports of crimes allegedly involving facebook have increased by 346 per cent in

less than a year, and 540 percent in the last three years. At the end of 2010, crimes linked

to facebook reached a staggering 100,000. Everyone knows about the husband who killed

his wife for changing her relationship status to single on Facebook. (Thurs 2011)

Concluding Thoughts about the Impact of Facebook on Teenagers Dr. Rosen's insights

into the psychological and educational effects of Facebook, other technologies, and

media on children is invaluable. Perhaps attentive parents have already noticed these

impacts and have taken action. But, for those that have not, it is time to wake up to the

consequences social media & technological devices and their overuse can have on our

children and combat it.

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2.2. Theoretical Framework

2.2.1 Social Cognitive Theory

This study was guided by “social cognitive theory” which states that we learn behaviors

through observation, modeling, and motivation such as positive reinforcement. Some

influential psychologists of this theory were N.E. Miller and Albert Bandura. They found

that this type of social learning was strengthened if the observer identified with their

"model." This meant that children were more likely to repeat behaviors they had seen

other children their age do, although they might model adults as well. Learning is also

strengthened if someone models a behavior he or she has seen rewarded. This leads to a

motivation for the person to model the behavior in order to get a similar reward.

Bandura Social cognitive theory defines learning as an internal mental process that may

or may not be reflected in immediate behavioral change. Bandura suggest Social cognitive

learning theory highlights the idea that much of human learning occurs in a social environment.

By observing others, people acquire knowledge of rules, skills, strategies, beliefs, and attitudes.

Individuals also learn about the usefulness and appropriateness of behaviors by observing models

and the consequences of modeled behaviors and they act in accordance with their beliefs

concerning the expected outcomes of actions.

Social cognitive theory is a direct response to Behaviorism. Bandura began building his

theory of social learning by identifying 3 areas of weakness of Behaviorism:

Assumptions / Basic Principles

1. People learn by observing others: Modeling (3 types of modeling).

Generally, cognitive modeling involves modeled demonstrations, together with verbal

descriptions of the model's thoughts and actions.

2. Learning is internal.

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3. Learning is goal-directed behavior.

Scope and application

The “social cognitive theory” tries to show that people may learn behaviors through

observation, modeling, and motivation such as positive reinforcement. Through the using

of Facebook youth consume different messages. So this theory can help to find out if the

youth consuming messages from Facebook lead to the changes of their behavior or not as

theory state learning as an internal mental process that may or may not be reflected in

immediate behavioral.

2.3 Empirical Literature

The study by Sana Rouis, Moez Limayem and Esmail Salehi-Sangari Sweden-USA about

“Impact of Facebook Usage on Students’ Academic Achievement: Roles of Self-

Regulation and Trust” indicate that extensive use of Facebook by students with

extraverted personalities leads to poor academic performance. However, students who are

more self-regulated control their presence on these platforms more effectively. Trust in

people does not influence their presence and interaction on the platform. Students’

cognitive absorption with Facebook is regulated only by their self-control and personality

traits, which determine how much time they spend on Facebook. Multitasking skills

moderate the effect to cognitive absorption on academic achievement, but they do not

impede the time spent, frequency, or nature of use or their effect on academic results.

Although students’ satisfaction with life significantly decline due to cognitive immersion

with Facebook, it does not play a role for students’ academic achievement. However their

performance goal orientation is a crucial determinant of university accomplishments,

which would limit the critical effect of their presence on the Facebook platform.

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Also the study by Fengshu Liu on “The norm of the ‘good’ netizen and the construction

of the ‘proper’ wired self: The case of Chinese urban youth” report that young people’s

relationship with the internet has become a major concern in China over the past years.

The internet cafe has come to be seen as a ‘negative influence’ on the young. Both

academic and lay discourses view internet addiction as a serious and widespread

problem.

2.4 Research Gap

The literature reviewed shows that most of the youths spent much of their time doing

unnecessary activities and has different impact to them. Such studies did not show if this

can lead to changes of their moral behavior. This study is therefore sought to fill in this

gap.

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CHAPTER THREE

Methodology

3.0 Introduction

This chapter presents research design, population of the study, sampling techniques and

sample size, data collection techniques, reliability and validity and data analysis.

3.1 Research Design

The researcher used a case study design to conduct an in depth investigation of an issue at

a specific instance and location and normally focused on small units.

3.2Population of the study

The researcher dealt with SAUT student’s population which consist about 15,000

students. Students from different programs were picked and provided a reliable data for

the research.

3.3 Sampling techniques

The researcher was used a snow ball technique to select his sample from SAUT students.

Snow ball technique is the one where by a researcher gets data from one respondent and

that respondent names other respondents who can give the same data that the researcher

is seeking for. Through this a researcher was able to know students who have Facebook

accounts.

3.3.1Sample size

The researcher picked 50 students from different programs. The researcher used this

technique in order to reduce bias and to make every unit in the target population to have

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an equal chance of participating and providing information. The researcher here did so to

get views from youth around SAUT.

3.4 Data collection techniques

3.4.1 Interview

The researcher used interview with 50 students at SAUT. This research needs the deep

information and its concern the personal behavior so interview was better when

communicated with respondent because they gave an opportunity for the researcher to

understand what respondents explained in relation to the topic and asked question for

more elaboration. Also this gave respondents freedom and a relaxed mood in shared ideas

with the researcher and be able to gave reliable information. Through interviews the

researcher was also able to obtain different information from SAUT students.

The interviews were structured and unstructured because it was an effective way for the

researcher to communicate with the respondents. This gave a respondent an opportunity

to be free and responded in a relaxed mood hence provided reliable information. The

researcher interviewed 50 students from different programs SAUT and all interviews

were recorded.

3.5 Validity and Reliability

Data of this topic was reliable and valid because instruments used match with the

principles of research. Data was relevant with that of literature concerning my topic.

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3.6 Data Analysis

The researcher used qualitative method that involves explanation and description of the

findings. This is because my interview guide is open ended, that requires the respondents

to be free to express what they have regarding the use of Facebook.

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CHAPTER FOUR

Findings

4.0 Introduction

This chapter consists of the demographic characteristics of the respondents and the

research findings.

4.1 Demographic Characteristics

An in-depth interview was conducted with 50 students who are using Facebook at St.

Augustine University of Tanzania about “the impact of Facebook on youth moral

behavior”. 31 respondents were male and 19 were female. Those respondents have been

used Facebook for at least two (2) to five (5) years.

4.2.1Reasons for joining Facebook among the students

Establishing Friendship

Most of the respondents said that they joined Facebook because their friends also use

Facebook. During in-depth Interviews, one respond said:

“Ni marafiki zangu walikuwa wamejiunga Facebook ikanibidi na mimi nijiunge

pia” (My friends joined Facebook so I also decided to join).

Love affairs

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The findings of this study show that most of youth joined Facebook because they heard

about forming love relationship between women and men. During interview, one

respondent said:

“Ni vitu nilivyokuwa nikiviona Facebook, wanawake wazuri sana na kwa kuwa

mimi ni kijana nikaona angalau nijipatie hata wawili” (I saw various things in

Facebook including beautiful ladies, that is why I decided to have at least two

beautiful ladies).

Accessible through mobile phones

During interviews with students, respondents said that it has become easier to access

internet since there are varieties of mobile phones which can access internet, this mostly

influenced them to join Facebook because through those mobile phones any time any

where they can use Facebook. One respondent said

“Nilijiunga baada ya kurahisishwa kutumia facebook kupitia simu ya mkononi”

(the accessing facebook through mobile phone influence me to be a member).

4.2.2 Kinds of messages consumed by youth in Facebook;

False love messages

The findings show that most of the massages youth consume from Facebook are based on

love affairs. This means that Facebook is like a place where youth feel to do anything

because they think that their parents are not using Facebook so no one can control them

and as the Facebook status goes, “what is on your mind” One respondent said:

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“Unajua Facebook huwa watu wanatabia ya kutongozatongoza alafu ni usumbufu

sababu mtu hakujui haumjui” (In Facebook there are some people who even

seduce others and it is a disturbance because these people they even don’t know

each other).

Posting of naked pictures

The respondents said that in Facebook it is common thing to find the naked pictures.

There are some pages which are posting these pictures and you find out that most of

people like those pages, when they like means they are always updated every time about

that page. One respondent said;

“Kuna peji ambazo zipo facebook, watu mbalimbali wamezifungua kama vile

“utamu unakuja utamu unakata,” utamu remix and peji zingine zinazoonyesha

wanawake wako uchi’’ (People opening various pages on Facebook such as

“utamu unakuja utamu unakata, utamu remix” and such other pages which show

naked pictures).

Abusive language (insults words)

The study shows that the youth are using abusive language in expressing their stresses

and anger. People use words which are not ethical to our society. One respondent said;

“lugha za matusi zinatumika na zinachochea ugomvi baina ya watu kitu

ambacho mi sikipendi” (There is flux use of abusive language ans insults which in

one way or another incite conlicts in society members).

Cheating and deceptions

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The findings show that most of the youths provide false identify on their profile. One

respondent said:

“Unaweza kukuta mtu anachukua picha ya msanii kama Diamond akajiweka pale

yaani yeye ni Diamond mtu akipritend, sababu Facebook mtu hawezi kuthibitisha

kuwa huyu ni mtu fulani hivyo anaweza kudanganyika” (Yoo can find a person

putting the photo of other celebrity Diamond on his profile picture).

Politics and religions

During interview respondents said that they use the Facebook for religious and political

issues. They try to concentrate on some quotable scriptures from Holly Bible and political

issues. One respondent said;

“Napenda kufungua peji kama jamii forum na TB Joshua katika Facebook” (I

When I brown on Facebook, I prefer to go to TB Joshua page and Jamii Forum).

The TV Joshua deals with spiritual words of God and Jamii Forum deals with social and

political issues.

4.2.3 Influences of messages consumed in Facebook to youths

Influence on dressing code

The findings show that dressing style of youth nowadays is affected by the use of

Facebook. Face boo users adapt to every dressing code from Facebook Pictures. One

respondent said

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“Ninapotaka kuweka picha Facebook ama ninapopiga picha nawaza sana naona

wacha nivae kama wale ninaowaona Facebook” (Because of the influence from

the others whenever I want to upload a picture on Facebook I need to think twice

as in order for my pictures to look nice like those I normally see on others’

Facebook).

These pictures also influence a person dressing style. One respondent said;

“Facebook imenibadilisha kimavazi, kuna picha naziona kule nami ninaiga hayo

mavazi na kweli huwa hazipo kimaadili” (Facebook have changed my dressing

styles)

Influence on sexual behavior

The findings show that because most of the youths are consuming most of messages

concerning love affairs they engage themselves on relations with more than one person

and they said this behavior is because they control their life rather than before when they

were controlled by their parents. One respondent said;

“Mwanzoni nilikuwa na msichana moja ila baada ya kuingia Facebook

nimeshapata wasichana wengine wawili (Before I joined Facebook I had only one

girl friend but after joining Faicebook I have more than three girl friends).

These sexual behaviors also result to some sort of problem like spread in HIV/AIDS, un

planned pregnancies, which lead to abortion or increase in street children.

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Influence on conflicts

The findings show that most of users of Facebook are engaged in conflicts especially

with their partners. One respondent said:

“Facebook imeniletea utofauti na mpenzi wangu, watu wananitag kwenye picha

zao hasa wanaume ile inamuuzi yeye (Facebook has created misunderstanding

with my boy friend because of tagging unlovely pictures on my wall which hurt

my boy friend).

Influence on poor academic performance

This study finds out that the uses of Facebook leads to poor academic performance

academics. Students use Facebook even in class through mobile phone devices and others

use Facebook during the time for home works. One respondent said.

Since I started using Facebook my academic time has become so low. I spent

much of my time with Facebook. When I came to compare my academic result

before I joined and now, my performance is not good and this is because I am

using Facebook even at class.

Influence on Facebook addiction

During interview respondents said that they use most of time on Facebook day to day. It

hardly passes a day without visiting Facebook. One respondent said;

“Facebook inanifanya niwe addicted mwisho wa siku siwezi kulala bila kutumia

Facebook japo hata kwa saa moja” (I am addicted with facebook and sometimes I

cannot even sleep without visiting facebook for at least a single hour).

24

CHAPTER FIVE

Discussion

5.0 Introduction

This chapter presents the discussion of the findings from interviews. The researcher

interprets the findings and gives out obtained number of recommendations.

5.1 Discussion

One of favorite features of Facebook is that when someone joins the network and they

have mutual friends of yours, Facebook posts these friends in the upper right hand corner

of your page. It allows you to see their picture and decide if you should add them to your

friends. This seems similar because most of youths who are using Facebook said that

their friends are influential for them to join Facebook because in Facebook. This shows

that for the coming days the uses of Facebook will increase more and more because as

you get new friend who also has friends automatically they will get notification about

your friendship in Facebook so there others who will possibly become your friends.

Also Shawna, 2009) find out that Facebook has a great cell phone application that text

you anytime you get an email or someone comments/writes on your wall. You can also

reply directly to them from your cell phone and stay in touch no matter where you are.

This study has relations whereby among the reason for youth to join Facebook is an

easier accessibility of internet through mobile phone. Youth are enjoying to see what was

posted on Facebook and other social networks so the device which is easily to carry,

portable and able use anytime, everywhere. Youth seems that it is cheap to use cell phone

because through they got multi-functional on air time whereby through TSHs 500/= they

25

will get talking minutes, text messages and mega byte. This shows that five years to come

more people will use Facebook because now smart phones are increasing so it will be

able for people to access internet wherever are they through cell phones.

People also join Facebook because of some interesting things personally like love affairs.

This is because they have been told that in Facebook or if they have Facebook account

they will easier get beautiful girls or men who have a lot of money. In this situation it

seems that there some pages link in Facebook which promote these love affairs and

others use that opportunity to search for people who will fulfill their needs. For example a

person of 18 years old because he/she know is not possible for his/her parents to be in

Facebook they start to seduce their friends on Facebook especially boys and the bad thing

is that he seducing more than three girls at the same time. If this situation will continue

for five to ten years diseases like HIV/AIDS and other STDs will cost the life of youths

to death.

According to the study by Sana Rouis, Moez Limayem and Esmail Salehi-Sangari

Sweden-USA about “Impact of Facebook Usage on Students’ Academic Achievement:

Roles of Self-Regulation and Trust”. Their findings indicate that extensive use of

Facebook by students with extraverted personalities leads to poor academic performance.

This study is alike because findings show that most of youth or student use their most of

time on Facebook. They use it even in class during lecture hours and not able to

concentrate on studies hence lead them to poor performance in academic. Finding shows

that comparing the performance of a person before and after using Facebook there is huge

different the recent result is poor due to bad use of Facebook even at class, library or even

26

in group discussion. This shows that if this situation will not be handed, in five to ten

years we will lose the professional experts because they did not concentrate during

training.

On the addiction of Facebook by (Thur, 2011) on the symptoms of Facebook addiction

find that Users and their siblings communicate through Facebook wall and messages,

even if they stay in same house. Also users wake up in the morning, and log onto their

Facebook account first. This study is alike whereby findings show that most users of

Facebook are addicted a person when is offline feels like something missing want to

comment things on Facebook or want to see update on Facebook. The finding shows that

the addicted users want at least single hour per day to surf on Facebook other mostly

using night time. So if this continues the individual performance and development will be

affected because during day hours you will fill tired you disturb your schedules and

postpone some important things.

According to (Rosen, 2011), use of Facebook allows children to develop their self-

identity. Choosing a profile photo, listing likes and dislikes, favorites of this and that,

quotations, and the like, all "force" your child to become more self aware. But from the

findings show that youths are using false identity something which enables them to do

wrong things without being identified. These people are encouraging riots, using abusive

language against their teachers, leaders even other people who aged as their parents. So if

the use false identity will continue the really meaning of Facebook will disappear and it

will not be easily to find the good friends.

27

Under the “Social Cognitive Theory” which states that we learn behaviors through

observation, modeling, and motivation such as positive reinforcement. They found that

this type of social learning was strengthened if the observer identified with their "model."

This meant that children were more likely to repeat behaviors they had seen other

children of their age do, although they might model adults as well. From findings youth

observes some pictures which are uploaded on Facebook are not ethical, there some

naked pictures, girls wearing short skirts and using abusive language. Other users are

tries to practice what they saw but after time you got a person was totally affects the

behavior of concern person. As Bandura in Social cognitive theory defines learning as an

internal mental process that may or may not be reflected in immediate behavioral change.

There some youth who changed due to consuming such messages from Facebook like

wearing short skirts, engaging in improper love affairs (sexual behavior), using abusive

language, disrespect teachers, leaders and to other peoples and the bad result is that

engaging in sexual behavior leads to diseases like HIV/AIDS, STDS, pregnant, abortion

and risk their life to death. So if this situation will not controlled five years to come the

coming generation will lean bad behavior from their sister and brothers so that problem

will increase more and more.

5.2 Recommendations

i. The users of Facebook should use it in a positive way rather than doing negative

things.

ii. Students should use Facebook at right time and right place rather than using it

during class hours.

iii. Parents should protect their children against Facebook usage.

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iv. The University should provide education on proper use of social networks like

Facebook so that they will know what to avoid.

5.3 Conclusion

From the data collected from the field and how the author has explained about the study it

shows that Facebook does have effects on youth moral behavior. Youths are practicing

what they see from Facebook especially dressing style, false love affairs, abusive

language and naked pictures hence this lead to changes of their behaviors. Societies have

to accept the technological changes like Facebook, believing that is a way of socialization

and communication not for destruction of their culture. This might be only possible in

the presence of Facebook control.

29

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APPENDIX I

Interview Guideline

1) For how long you use Facebook?

2) What inspire you to use Facebook?

3) Can Facebook change a person?

4) How can Facebook changes’ you?

5) Why are you still using Facebook?

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APPENDIX II

Mwongozo wa Dodoso

1) Una muda gani toka uanze kutumia mtandao wa Facebook?

2) Ni nini kilikushawishi wewe kutumia Facebook?

3) Facebook inaweza kumbadilisha mtu kitabia?

4) Je Facebook imekubadilishaje wewe kitabia?

5) Kwa nini bado unatumia Facebook?