The Perceived Influence of social media on Raising Climate Change Awareness and Action Among Youth in Jalingo

Abstract

^Abstract

^{Climate change poses an urgent global challenge with profound environmental, social, and economic consequences, disproportionately affecting developing nations like Nigeria. This study examined the perceived influence of social media on raising climate change awareness and Analysis, the research explored how digital platforms function motivating climate action among youth in Jalingo, Taraba State. Guided by Network Theory and as networks of information diffusion and behavioral influence. A descriptive survey design was adopted, involving 384 respondents aged 18–35 years, selected through a multistage sampling technique. Data were collected using structured questionnaires and analyzed using descriptive and inferential statistics through SPSS. Findings revealed a high level of climate change awareness among youth in Jalingo, largely attributed to their frequent use of social media. Platforms such as Twitter (X), YouTube, Facebook, and Instagram were perceived as highly effective in disseminating climate information and enhancing understanding, while WhatsApp served as a key medium for localized communication and peer influence. Respondents also acknowledged that social media content motivated them to engage in pro-environmental behaviors, online campaigns, and community-based initiatives. However, the study noted that while awareness is widespread, the translation from digital engagement to sustained offline action remains a complex challenge influenced by structural and motivational factors. The study concludes that social media plays a transformative role in shaping youth perceptions and participation in climate discourse within Jalingo. It recommends that climate communicators and NGOs tailor platform-specific content, empower youth influencers, and promote localized, actionable messages. Policymakers and educators are urged to integrate digital literacy and environmental education into curricula to strengthen informed climate engagement. Overall, social media emerges as a critical catalyst for environmental awareness and participatory climate action among Nigerian youth.}

^{Keywords: Climate change, social media, youth, Jalingo, awareness, climate action, Network Theory.}