THE ROLE OF SOCIAL MEDIA IN SHAPING LEADERSHIP PERCEPTION AMONG NIGERIAN YOUTH

Abstract

This study critically examine the role of social media in shaping leadership perception among Nigerian youth, utilizing secondary sources of data such as scholarly articles, government reports, media analytics, and reputable organizational publications. In contemporary Nigeria, where over 60% of the population are under 30 years old and social media use continues to grow, platforms like Twitter, Facebook, Instagram and TikTok have become powerful arenas for political discourse and civic engagement. Secondary data reveal that social media influences leadership perception through information dissemination, peer interaction, and mobilization of socio‑political ideas, enabling Nigerian youth to access real‑time political news, engage in debates, and evaluate leadership performance beyond traditional media filters. Findings also show that while social media enhances political awareness and critical evaluation of leaders, it simultaneously exposes young users to misinformation and polarized narratives that can skew perceptions. Literature indicates a dual effect: on one hand, digital activism and online campaigns increase political participation and demand for accountability; on the other hand, the prevalence of unverified content and algorithm‑driven echo chambers may create biased or superficial understandings of leadership qualities. Furthermore, secondary evidence highlights demographic variations in how youth interpret leadership messages online, with education level, platform preference, and digital literacy identified as significant moderators of perception. The study concludes that social media plays a complex but significant role in shaping how Nigerian youth conceptualize and respond to leadership, suggesting that policymakers, educators, and media stakeholders should prioritize digital literacy and fact‑based online engagement to strengthen constructive leadership perceptions.