EXPLORING THE IMPACT OF SOCIAL MEDIA ALGORITHMS ON INTERPERSONAL COMMUNICATION PATTERNS AMONG NIGERIAN YOUTH: A MIXED-METHODS STUDY
This study investigates the impact of social media algorithms on interpersonal communication patterns among Nigerian youth through the lens of Communication Accommodation Theory (CAT), which posits that indịviduals adjust their communication styles to converge with or diverge from their interlocutors, influencing social relationships and identity. This mixed-methods study combines survey data and in-depth interviews to explore how Nigerian youth (18–30 years) experience and navigate algorithm-driven social media environments. Findịngs suggest that social media algorithms can both facilitate and hinder meaningful communication, with implications for social capital, mental health, and civic engagement. The study reveals that youth employ accommodation strategies to manage online interactions, such as code-switching and self-censoring, in response to algorithmically-curated content. The research provides insights for platform designers, policymakers, and educators seeking to promote healthier social media use among young Nigerians.
Keywords: Social media algorithms, interpersonal communication, Communication Accommodation Theory, Nigerian youth, social capital, mental health, civic engagement.