Tansian University Journal of Arts, Management & Social Sciences

This study examined the impact of social media on the cultural practices and identity of youth in Uyo, Akwa Ibom State, Nigeria, focusing on the Ekpe culture. Anchored on Cultural Hybridity Theory, the research adopted a cross-sectional descriptive design and utilized a Likert-scale questionnaire. From a population of 1,457,000, a sample of 400 respondents was selected using Krejcie and Morgan’s (1970) table. Descriptive statistics analyzed the data. Findings revealed that social media significantly enhanced youth participation in the Ekpe festival by increasing awareness, encouraging attendance, and promoting online discussions; 80% of respondents reported learning about the festival via social media, while 75% engaged in related discussions. Social media influenced cultural identity formation, with over 70% affirming it enhanced their understanding of Ekpe culture, fostered connections with peers sharing similar backgrounds, and shaped perceptions of traditional values, indicating a hybrid cultural identity. Social media also played a dual role in promoting and subtly transforming Ekpe culture; while visibility and engagement increased, some respondents resisted modernization of traditional elements, showing ongoing negotiation between preservation and adaptation. Youth supported cultural preservation strategies through social media, endorsing dedicated pages, multimedia content, virtual events, and educational resources, though influencer collaboration received moderate support. The study concluded that cultural traditions now exist within complex hybrid spaces that blend physical and digital realities, requiring conscious awareness and active negotiation to safeguard heritage. Recommendations include that the Uyo traditional council should manage official social media pages; cultural educators collaborate with content creators to produce engaging videos; youth groups creatively showcase Ekpe culture online without altering core traditions; and local government and NGOs provide social media training focused on cultural preservation.

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