AKWA IBOM STATE UNIVERSITY JOUNAL OF ARTS

This study aimed to measure the influence of the social media on the rise of commercial sex (hook-up) in higher institutions of learning, using the University of Africa, Toru-Orua, Bayelsa State, Nigeria, as a case study. The cultivation theory was used as the theoretical framework for the study. The study adopted a descriptive research design to carry out the investigation. The population of the study is 1,583. The Krejcie and Morgan sample size determination table was used to determine the sample size. A self-designed questionnaire which was the primary instrument of data collection was distributed to 306 respondents. The study found that social media exposure was linked to increased engagement in commercial sex in universities. Also, the study discovered that certain motivating factors responsible for making students go into hook-ups include greed, poverty, the need for quick cash to settle bills, family pressure and the need for social media validation, amongst others. Finally, the study pinpointed some recent trends linked to the rise of commercial sex engagement by students in universities to include, the current poverty rate, show of opulence by the rich on social media, and social media trends, amongst others. The study recommended that universities should develop and implement educational programmes that focus on digital literacy and responsible social media use. It also recommended that universities should create judgement-free fora where individuals can openly discuss their issues and experiences without fear of being judged.

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