Impact of Social Media Contents on the Normalisation of Toxic Masculinity Among Youths in Warri, Delta State
Year: 2026
Type: article
Study design: Observational Study
Abstract: The researchers examined the impact of social media content on the normalisation of toxic masculinity among youths in Warri, Delta State. The study was guided by four objectives, which were to identify the forms of social media content through which youths encounter representations of toxic masculinity, determine their extent of exposure to such content, examine its impact on the normalisation of toxic masculine behaviours and identify the factors shaping youths' responses to such representations. Also, the study was premised on the Social Learning Theory. The study adopted a descriptive survey research design. The population comprised an estimated 166,571 youths aged 18–35 years in Warri. Using the Taro Yamane formula, a sample size of 400 was determined. The researcher administered 400 copies of a structured questionnaire through printed copies and Google Forms, out of which 379 were properly completed and returned, representing a 94.75% response rate. Data were analysed using frequency, percentage, mean and standard deviation, with 2.50 serving as the decision benchmark. The study was anchored on Social Learning Theory. Findings showed that youths encounter representations of toxic masculinity mainly through comedy skits, memes and humorous posts, influencer and celebrity content and relationship and motivational content, with an aggregate mean of 3.01. The study also found a relatively high extent of exposure to social media content portraying aggression, emotional suppression, male dominance and sexual performance as masculine expectations, with an aggregate mean of 3.03. Furthermore, respondents agreed that social media content contributes to the normalisation of toxic masculinity, recording an aggregate mean of 3.06. Personal beliefs, family and cultural values, peer influence and media literacy were also found to shape youths' responses to toxic masculine representations, with an aggregate mean of 3.05. The study concluded that social media plays an important role in reinforcing ideas about masculinity among youths in Warri, although individual and social factors influence how such messages are interpreted and accepted. The study recommended stronger media literacy education, healthier representations of masculinity by content creators, open discussions about male emotions and gender expectations and greater promotion of responsible gender communication on social media platforms.
Institution: Benson Idahosa University
Language: English
Subfield: Gender Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7204957086