YASIN ALSYSYASIN ALSYS

International Journal of Humanities, Education, and Social SciencesInternational Journal of Humanities, Education, and Social Sciences

This study explores how gender roles are being negotiated through social media cruise culture, using Geh-Geh University—a popular online platform created by Nigerian social media influencer Geh-Geh—as a case study. The core issue examined is the ideological contest between divergent gender role messages promoted by Geh-Geh and his critics, such as Saidaboj and Blessing CEO, whose opposing views reflect broader societal tensions around gender expectations among Nigerian youths. Guided by Social Identity Theory, the study employed qualitative discourse analysis to examine online narratives and audience interactions across platforms including TikTok, Facebook, YouTube, blogs, and Instagram. Findings show that Geh-Geh uses humor, everyday language, and relatable storytelling to encourage young men to embrace hard work, responsibility, and value women who support them. In contrast, critics like Saidaboj and Blessing CEO promote messages that endorse financial dependence on men and normalize “billing culture. Audience responses revealed a polarized landscape: many young men resonate with Geh-Gehs calls for independence, while some women express dissatisfaction, citing reduced financial benefits in relationships. The study concludes that gender roles among Nigerian youths are increasingly shaped by online discourse, where traditional expectations are being redefined and contested. Social media cruise has emerged as a powerful arena for gender negotiation.

Gender roles among Nigerian youths are increasingly shaped by online discourse, where traditional expectations are being redefined and contested.Social media cruise has emerged as a powerful arena for gender negotiation.Educators, policymakers, and advocacy organizations should leverage digital literacy and participatory dialogue platforms to foster healthier, more equitable gender relations among young people in the digital age.

Berdasarkan temuan penelitian ini, beberapa saran penelitian lanjutan dapat diajukan untuk memperdalam pemahaman tentang dinamika gender di era digital. Pertama, penelitian kualitatif mendalam dapat dilakukan untuk mengeksplorasi pengalaman subjektif para pemuda dan pemudi Nigeria dalam menavigasi pesan-pesan gender yang tersebar di media sosial, dengan fokus pada bagaimana pesan-pesan tersebut memengaruhi identitas diri dan hubungan interpersonal mereka. Kedua, penelitian kuantitatif dapat dilakukan untuk mengukur sejauh mana pengaruh Geh-Geh University dan tokoh-tokoh serupa terhadap sikap dan perilaku gender di kalangan pemuda Nigeria, serta mengidentifikasi faktor-faktor yang memoderasi pengaruh tersebut. Ketiga, penelitian longitudinal dapat dilakukan untuk melacak perubahan dalam persepsi dan praktik gender di kalangan pemuda Nigeria seiring waktu, dengan mempertimbangkan perkembangan teknologi dan tren media sosial yang terus berubah. Dengan menggabungkan pendekatan-pendekatan ini, kita dapat memperoleh pemahaman yang lebih komprehensif tentang bagaimana media sosial membentuk lanskap gender di Nigeria dan implikasinya bagi pembangunan sosial.

  1. Negotiating Gender Roles through Social Media Cruise: A Discourse Analysis of Geh-Geh University Narratives... doi.org/10.58578/IJHESS.v3i3.7413Negotiating Gender Roles through Social Media Cruise A Discourse Analysis of Geh Geh University Narratives doi 10 58578 IJHESS v3i3 7413
  2. Emojis and Miscommunication in Text-Based Interactions Among Nigerian Youths | Journal of Informatics... doi.org/10.33093/jiwe.2024.3.1.15Emojis and Miscommunication in Text Based Interactions Among Nigerian Youths Journal of Informatics doi 10 33093 jiwe 2024 3 1 15
  3. Multimedia Messaging for Social Change: Assessing the Impact of Multimedia Integration in Development... risetpress.com/index.php/jcsse/article/view/581Multimedia Messaging for Social Change Assessing the Impact of Multimedia Integration in Development risetpress index php jcsse article view 581
  4. Brainwashing by social media: a threat to freedom, a risk for dictatorship | Clinical Neuropsychiatry.... clinicalneuropsychiatry.org/download/brainwashing-by-social-media-a-threat-to-freedom-a-risk-for-dictatorship-2Brainwashing by social media a threat to freedom a risk for dictatorship Clinical Neuropsychiatry clinicalneuropsychiatry download brainwashing by social media a threat to freedom a risk for dictatorship 2
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