Cavendish University Zambia

CAVENDISH UNIVERSITY ZAMBIA

FACAULTY OF ARTS, EDUCATION AND SOCIAL SCIENCES

AN EVALUATION OF THE IMPACT OF SOCIAL MEDIA ON THE

ZAMBIAN CULTURE: A CRITICAL PERSPECTIVE OF LUSAKA

URBAN TOWN.

STELLA LUNGU

STUDENT ID: 003- 770

A research report submitted in partial fulfillment of the Requirements for the award of the Bachelor’s Degree of Public Relations and Masscommunication

Cavendish University Zambia

Supervised By: Mr James Chola.

JUNE, 2

ABSTRACT

The study evaluated the impact of social media on the Zambian society with specific reference to the Lusaka urban town. The objectives were to establish the impact of social media on the people of Lusaka urban; to determine the extent to which social media has impacted on the Zambian cultural practices; and to find out the types of social media mostly used in Zambia. The study was qualitative which used questionnaires and interviews. The sample size was 1000 while the target was 100 which represent 10% of the sample size. The study has revealed that 90% of the respondents have responded that social media have a positive impact on the people of Lusaka urban as they use it for research, entrepreneurship, information, market networking among the many while 10% stated that social media has adverse effects on the people for it promotes negative vices such as easy access to obscene content, promotion of hate speech, cyber bullying and many others. Furthermore, social media has to a large extent impacted the cultural practices of the people of Lusaka urban. 65% of the respondents stated that social media has changed the cultural practices of the current generation who are seen to be more immoral than those of the yesteryears while 35% stated that it has helped preserve and promote Zambian cultural practices as most people find it easy to post cultural contents on media platforms that are available on the internet. Also, the study found out that social media plat forms used by most Lusaka urban people include facebook; twitter; whatsup; instagram; skype; youtube and many more. Social media has further proved to be the most effective medium of communication on the Lusaka urban society with its potential to attract a cross section of society by using various means which include mobile phones, computers, and tablets among others. In conclusion, the research found out that Social media has its benefits to society if well applied as it has the power to enhance development and improve communication levels among the people. In addition, cultural practices can be well preserved and easily accessed by anyone who needs to learn about the cultural practices of a particular tribe or region of society through social media. It is a global platform and various individuals from different parts of the world can easily learn about other people’s cultural practices thus easily co-exist. However, if not well utilized it has adverse effects. There are various social media platforms and individuals choose to use which ever platform they desire. The researcher recommends that there is need for institutions such

i as ZICTA to intensify the laws and regulations to ensure proper usage of social media by the society at large who needs to be sensitized on the best usage of the media.

Table of Contents ABSTRACT ...... i DEFINITION OF KEY WORDS ...... i ACKNOWLEDGEMENT ...... ii DECLARATION ...... iii DEDICATION ...... iv LIST OF ACRONYMS ...... v LIST OF TABLES ...... vi CHAPTER ONE ...... 1 1.1 INTRODUCTION ...... 1 1.2 BACKGROUND TO THE STUDY ...... 3 1.3 STATEMENT OF THE PROBLEM ...... 5 1.4 PURPOSE OF THE STUDY ...... 5 1.5 OBJECTIVE OF THE STUDY ...... 5 1.5.1 GENERAL OBJECTIVE ...... 6 1.5.2 SPECIFIC OBJECTIVE ...... 6 1.6 RESEARCH QUESTIONS...... 6 1.7 SIGNIFICANCE OF THE STUDY ...... 6 1.8 CONCLUSION ...... 6 CHAPTER TWO ...... 7 2.1 LITERATURE REVIEW ...... 7 2.2 OVERVIEW OF LITERATURE REVIEW ...... 7 2.3 THEORIES OF SOCIAL MEDIA AS A DEVELOPMENTAL TOOL ...... 8 2.4 CONCEPTUAL FRAMEWORK ...... 9 2.5 PREVIOUS STUDIES ...... 10 2. 6 CONCLUSION ...... 12 CHAPTER THREE ...... 13 METHODOLOGY AND DESIGN ...... 13 3.1 INTRODUCTION ...... 13 3.2 RESEARCH METHODOLOGY ...... 13 3.3. RESEARCH APPROACH ...... 13 3.4. RESAEARCH STRATEGY ...... 14 3.5 POPULATION TARGET ...... 15 3.6 RESEARCH INSTRUMENTS ...... 15 iii

3.7 ETHICAL CONSIDERATION ...... 16 3.8 LIMITATIONS OF STUDY ...... 17 3.9 CONCLUSION ...... 17 CHAPTER FOUR ...... 18 PRESENTATION OF FINDINGS ...... 18 4.1 INTRODUCTION ...... 18 4.2 PRESENTATION AND DATA ANALYSIS ...... 18 4.3 DEMOGRAPHIC CHARACTERISTICS OF THE RESPONDENTS ...... 19 4.4 PRESENTATION OF FINDINGS ...... 22 4.5 IMPACT OF SOCIAL MEDIA ...... 22 4.5 EXTENT OF THE IMPACT OF SOCIAL MEDIA ON CULTURAL PRACTICES ...... 25 4.6 TYPES OF SOCIAL MEDIA SOCIAL MEDIA USED BY PEOPLE IN LUSAKA URBAN ...... 26 4.7 OTHER USES OF SOCIAL MEDIA ...... 27 4.8 CONCLUSION ...... 28 CHAPTER FIVE ...... 30 5.1 INTRODUCTION ...... 30 5.2 DISCUSSION OF FINDINGS ...... 30 5.3 CONCLUSION ...... 31 CHAPTER SIX ...... 32 6.1. INTRODUCTION ...... 32 6.2. CONCLUSION ...... 32 6. 3 RECOMMENDATIONS ...... 33 REFERENCES ...... 34 APPENDICES ...... 35 APPENDIX A ...... 35 QUESTIONNAIRE ...... 35

DEFINITION OF KEY WORDS

 Evaluation: Making judgment which most results from some degree of analysis. The Longman Contemporary Dictionary defines evaluation as judgment of how good, useful or successful something is.

 Impact: This is the strong effect or influence that something has on a situation or person (Cambridge Dictionary).

 Social Media: Is the collective of online communications channels dedicated to community based input, interaction, content sharing and collaboration. According to techtarget.com, social media is also the website and application dedicated to forums, microblogging, social networking, social bookmarking etc.

 Culture: Is the social behavior and norms found in human societies. It is the way of life especially the general customs and beliefs of a particular group of people at a particular time (Cambridge Dictionary).

 Urban: Is simply living in a city. It is a geographical area distinct from rural areas (Wikipedia)

 Communication: Is a process of exchanging information.

 Development: Means growth. It is the growth of something such as a business or an industry according to Collins Dictionary.

 Stakeholders: These are a group of people or business that share similar interests  Population: Crotty (1998) referred to population as an aggregate or totality of all the objects, subjects or members that conform to a set of specifications.

ACKNOWLEDGEMENT

Various consultations were made for me to successfully conduct this research from a number of people who devoted their time and those that encouraged me to make sure that I do not give up. In this regard, my appreciation goes to my Supervisor and Dean of Faculty of Arts, Education and Social Sciences, Mr. James Chola and Mr. Binwell Mwale Head of Department in the same faculty. This acknowledgement cannot be complete without mentioning the input of my colleagues who I will be graduating with Peter Chisenga and Ethel Chanda for their contribution to my study and encouragement. Also, my beloved mother Jerry Lungu for her endless encouragement and my family for their support during my period of study.

DECLARATION

This is to declare that this study is my own and has never been submitted to any other learning institution for the award of a Bachelor of Public Relations and Mass Communication. I further wish to state that all the findings and interpretations have been duly acknowledged.

Name:

……………………. (Signature) Stella Lungu (003-770)

……………………… (Date)

Supervisor………………………………….

Signature…………………………………...

Date…………………………………………

iii

DEDICATION

This study is being dedicated to the Creator, God Almighty for His blessings bestowed upon me throughout my time of study. Even when I thought I could not pull through with the study, because of Him, I was able to draw my strength form Him. This study is also dedicated to my entire family, my Mother Jerry Lungu, my brother George Lungu and my sisters Georgina Lungu and Adelina Lungu for their time, support and encouragement throughout my period of study.

LIST OF ACRONYMS  ZICTA – Zambia Information and Telecommunications Authority  IPR- Infringement property rights  CSR- Corporate Social responsibilty

LIST OF TABLES

Table 1- Age of Respondents……………………………………………………………..

Table 2 - Status of Respondents………………………………………………………….

Table 3 - Level of Income…………………………………………………………………

CHAPTER ONE

1.1 INTRODUCTION

This research study contains six chapters in total. Before taking an in depth study on the positive impact that social media has on the Zambian culture particularly the urban towns, a detailed research was undertaken to ascertain the background and introduction of social media.

The research looked at the impact that social media has on urban towns with specific reference to Lusaka before narrowing down to positive impacts.

Today’s challenge to access information via other media such as radio, television and newspapers due to time constraints and accessibility has made use of social media effective as people can easily access it on their mobile phones. Crotty (1998).

Some governments and a number of scholars have recognized the use of social media as a tool for national development through valued communication.

Social Media is a form of electronic communication. The Merriam- Webster dictionary describes social media as electronic communication such as website for social networking through which users create online communities to share information, ideas, personal messages and other content.

Social media can also be described as interactive computer mediated technologies that facilitate the creation as well as sharing of information and ideas through building of virtual networks and communities.

Social media is the collective of online communications channels dedicated to community based input, interaction, content sharing and collaboration. Examples of such may be Facebook, Twitter, Google+ as well as Wikipedia.

Gaitho M (2018) states that information and communications technology has changed rapidly over the past 20 years with a key development being the emergence of social media. The pace

1 of change is accelerating. For example the development of mobile technology has played an important role in shaping the impact of social media. Across the globe, mobile devices dominate in terms of total minutes spent online. This puts the means to connect anywhere, at any time on any device in everyone’s hands.

Zambia as a developing country is not an exceptional to this trend of social media. The Zambian culture is highly diverse with over 70 ethnic groups and several migrant groups according to the Victoria Falls guide on culture.

Tech trends, an online publication of 2014, indicates that it is undeniable that the impact of social media on the Zambian society is a major issue. Recently, there have been a few statements made in the Zambian print press about the dangers of social media that have gone as far as proposing interventions by public authority. However, there is a prompt question of strong recommendations for comprehensive research in the use of social media by the youth to be undertaken by government and various stakeholders.

Be as it may, social networking sites are putting up the worlds of promotion and publication on an equal playing field. Now anyone can create a product image or brand and find a following online. In the days before social networking, unknown authors would have to querry big publishing houses and hope for a bite of which now anyone who believes in their book can create an ebook on their own and promote it on social websites (Tech trend, 2014)

According to Tech trend, social networks are needed more than ever in societies and probably can’t do without them at this stage of the digital revolution. This is because society has become part of a network of friends, family and businesses that need to be kept an eye on.

Zambia’s culture is a blend of values, norms, material and spiritual traditions of more than 70 ethnically diverse people adds the Zambian tourism .com. Usually the shift in culture is observed in urban centers.

According to Tylor E (1871), culture includes beliefs, arts, morals, law, customs and any other capabilities and habits acquired by a person as a member of society.

It is then important to note that despite the many negatives that may be underscored on Zambian culture by the emerging of social media, there is a positive side that needs to be appreciated for social economic development of Zambia’s urban towns.

1.2 BACKGROUND TO THE STUDY Throughout human history, new technologies of communication have had a significant impact on culture. Inevitably in the early stages of their introduction the impact and the effect of such innovations were poorly understood (Taylor D 2006).

According to an article The Media in Zambia by the University of Zambia, School of Natural Sciences new technologies of communication in Zambia which is social media have become part of the most important tools of communication in society. At present social media such as Facebook, twitter, whatsup and other internet based web sites are platforms for exchange of information on social and other issues.

Social media in society is usually used for promoting right things at the right time. It gives exposure to the mass audience about what is right and what is wrong and helps to inform people about the realities. Whether people like it or not, social media is part of their lives, from the time they wake up in the morning to the time they switch off their lights at night. They are intermittently and sometimes constantly interacting with social media (Brecht 1983).

The media in Zambia consist of several different types of communications media that includes, television, radio, cinema, magazines and internet based web sites. It is with no doubt that the Internet and the social media are powerful instruments for mobilization of people. However, it is not its own technological imperative that allows the social media to play a prominent role in social protest. Makungu K (2004)

Mass media plays a crucial role in connecting the world of individuals. It has the ability to reach wide audiences with strong and influential messages which impact upon society. Television and Radio have been influential on people’s daily lives and routines, affecting the content and times that audiences watch and listen to. The media has at least three important roles to play in society to inform, to educate and to influence opinion. MacQuail, D (2004)

These distinctive features of traditional media have been challenged by new media, which is changing the participation habits of the audiences. Giddens (2006, p.613) states that the rise of internet across the globe has raised important questions for sociologists. It is transforming the contours of daily life blurring the boundaries between the global and local, presenting new channels for communication and interaction, and allowing more and more everyday task

3 to be carried out online. Yet at the same time it provides exciting new opportunities to explore the social world.

Furedi (2003) adds that the culture of everyday life has become entwined with the social media. The flourishing of online dating offers a striking example of how the construction of significant relationships can draw on the resources provided by the social media. In many Western societies online dating has served as a provisional solution to the problems thrown up by a more individuated and segmented social setting.

A Zambia Daily Mail article of May 19, 2018 titled The Power of Social Media, indicates that social media in essence, measures the mood and feelings of the general public. The penetration of digital technology in terms of social media is rapidly and quickly creating positive changes in society in a way never seen before (Daily Mail, 2018).

One good example is the promotion of traffic officer Charity Nanyangwe by the Zambia Police Service Command which demonstrated the positive power of social media.

The social media platforms are a powerful tool of instant and spontaneous communication. As such rulers and decision makers including all manner of authorities and business owners are paying serious attention of police authorities- thanks to the [powerful tools of social media (Daily Mail, 2018).

The world has become a global village due to social media. Users can connect with other people within seconds and share their ideas and give comments by video conferencing. People of different culture can also talk on any issue. Social media links people to their culture by showing different documentaries. People also use social media to get information about other countries. Social media influence adolescent’s life, it has both positive and negative impacts. Students use social media for learning purpose, for entertainment, and for innovation (Giddens, 2006)

Giddens (2006:613) further added that the influence of the internet has been most significant in the way it has transformed the lives of young people. Their digital bedroom symbolizes a childhood that is significantly mediated through the social media, mobile phones and the Internet. Friendship interaction and peer-to-peer relations are increasingly conducted online or through text messaging.

John K (2018) states that social media unifies conventions and cultural norms over large areas. This allows societies to form incredibly efficient economies and adopt the good ideas from a larger cohort of people. Essentially, social media makes society more and more the same as each other.

Rose J (2011) indicates that internet does not steal our human instead it reflects it. Social media does not get inside people but shoes what’s inside them. The internet has quickly become an atom of cultural media intertwined with familiar and cultural bonds. Social media does not destroy society instead it is an advanced tool for social development.

If used properly, social media has the ability to provide universal linkages that are capable of enhancing development in various sectors and on the Zambian culture particularly the town urban centers. Social media provides platforms for divergent views from the public that have the potential to stimulate or influence policy makers to ensure that development is achieved in society.

1.3 STATEMENT OF THE PROBLEM Social media is among the forms of media used by members of the globe to access, interact and disseminate information from the source to the audience. It uses gadgets connected to the internet for one to access it. This is the positive side of it. However, it also has negative effects as some people abuse it with impunity and is hardly regulated by the authorities. For this reason, there is need to evaluate the impact of social media on the Lusaka urban

1.4 PURPOSE OF THE STUDY The purpose of the study was to evaluate the impact of social media on the Zambian culture particularly the urban towns. This would reveal the effects of social media on the lives of the people in Lusaka urban and how best this impact can be mitigated.

1.5 OBJECTIVE OF THE STUDY To evaluate the impact of social media on the people of Zambian culture: A critical perspective of Lusaka urban town.

1.5.1 GENERAL OBJECTIVE

The general objective of this research was to bring out the impact of social media on the Zambian culture with specific reference to urban towns.

1.5.2 SPECIFIC OBJECTIVE

1. To establish the impact of social media on the Lusaka urban society. 2. To determine the extent at which social media has impacted on Zambian cultural practices. 3. To find out the types of social media mostly used in Zambia.

1.6 RESEARCH QUESTIONS 1. What is the impact that social media has on the Zambian culture?

2. To what extent has social media impacted on the Zambian cultural practices?

3. What are the types of social media that are commonly used in Zambia?

1.7 SIGNIFICANCE OF THE STUDY

The study was intended to find out the positive impact that social media has had on the Zambian society. The findings would add to the existing knowledge on how best to preserve cultural practice and the best way of passing on knowledge, values, and beliefs about culture from one generation to another through the use of social media.

1.8 CONCLUSION The study was restricted to evaluate the positive impact of social media on the Zambian culture with a critical perspective of Lusaka urban of Meanwood Kwamwena area. The sample had a restricted number of 100 people which included youths and elderly people.

CHAPTER TWO

2.1 LITERATURE REVIEW

2.2 OVERVIEW OF LITERATURE REVIEW

Growth gurus, an online publication states in its 2018 article titled “Why you need to understand the importance of social media” that social media is communication using internet. Social media helps a high number of potential customers. It also helps to reduce marketing costs and increase sales. Social media helps to validate a brand. A company’s social media presence when done correctly tells consumers that their brand is active and focused on driving communication with consumers hence it has the power to increase customer loyalty.

Social media can be a powerful business tool if used wisely according to business. gov. au, an online publication last updated in July, 2018. Social media has the most obvious opportunity which is to generate revenue. This can be done through building a community or advertising products or services within the social media platform. If a business chooses to advertise in social media, the ads can either link back to business’ social media page or at times its website. This can mean that the business can benefit from social media without needing to have a channel.

Use of social media especially in a business allows customers to connect and interact with the business on a more personal level. If a business has already an established brand, social media might be an opportunity to further develop the brand and give the business a voice (Business.gov).

Amedie (2015) observed that through social media, anyone online is empowered by an unrestricted flow of information to add to their knowledge bank. In today's world, it is undeniable that social media plays an important role in impacting our culture, our economy and our overall view of the world. Social media is a new forum that brings people to exchange ideas, connect with, relate to, and mobilize for a cause, seek advice, and offer guidance. Social media has removed communication barriers and created decentralised communication channel and opened the door for all to have a voice and participate in a

7 democratic fashion including people in repressive countries such as Syria , Iraq, Libya just to mention a few.

According to Research Article on the Effects of Social Media on the Youth by Growth Gurus, an online publication, it states that people of different cultures can also talk on any issue. Social media links the people to their culture by showing different documentaries. People also use social media to get information about other countries. Students use social media for learning purposes, for entertainment, and for innovation.

The social media outlet accommodates a wide variety spontaneous, formal, informal, scholarly and unscholarly writings to flourish. It enables common interest based groups such as students to work in a collaborative group projects outside of their class. It fosters creativity and collaboration with a wide range of commentators on a number of issues such as education, the economy, politics, race, health and relationships. (Growth gurus)

2.3 THEORIES OF SOCIAL MEDIA AS A DEVELOPMENTAL TOOL

• The Agenda Setting Theory by McCombs, M & Donald L (1972, 1973) proposes that although the public have what they want to think, they usually tend to think that most of the things the media highlights are important. As a result social media, being a means of communication, can also set an agenda by publishing what it wants to stick in the minds of people.

• McQuail’s (1987), Media Development Theory states that the mass media must accept and carry out positive development tasks in line with national established policy. This means that social media as a tool used for communication can also help in spreading developmental information that is focused on national integration, socio- economic, modernisation and promotion of literacy.

• The Social Responsibility Theory by Siebert F, etal (1963) proposes that the media should accept and fulfil certain obligations to society and that whatever might lead to crime, violence, civil disorder or offence of minority groups should be avoided by the media. This means that social media as it

communicates to people on various issues could also help in successful development communication on national security issues.

2.4 CONCEPTUAL FRAMEWORK

Lusaka urban community, Social youths and elderly media

Personal and economic Gather information, ideas development, community development

Knowledge, change of perception of social media

The table above shows that the Lusaka urban community depends on social media for information and exchange of ideas which translates into change of knowledge and perception which results into personal and economic development of the community.

2.5 PREVIOUS STUDIES

Various studies have been conducted about the positive impact of social media on the society but not so much has been done to attempt to bring out only the positive side of social media on the Zambian society specifically with specific reference to urban towns.

The study by Vijay S (2000) states that globally people are now more than society, he called it robotic society. He stated that internet affects society the moment it tries to meet the personnel and business desires.

Apprehensions about the impact of the social media on children’s brains readily intermesh with alarmist accounts of predatory hackers and pedophiles, internet trolls, identity theft, phishing scams, Trojan horses, viruses and worms. The Internet serves as metaphor through which wider social and cultural anxieties are communicated. That is why for so many of its critics, its impact on offline culture appears in such a negative light. Vijay S (2000)

He added that media television, the press including social media play a central role in communicating to the public what is happens in the world. In those cases in which audiences do not possess direct knowledge or experience of what is happening, they become particularly reliant upon the media to inform them. That is not to say that the media simply tells us what to think. People do not absorb media messages uncritically but they are key to the setting of agendas and focusing public interest on particular subjects, which operates to limit the range of arguments and perspectives that inform public debate.

An article by Lowisz (2014) states that social media has a significant impact on the way we see the world. It was estimated that by 2017, the global social network audience would exceed 2.5 billion. Networking, entertainment, and hard-hitting journalism within the digital sphere have become a part of everyday life.

Mondal, a youth article states that social media is encroaching domestic life as the lines between work and home are blurred; many employees continue to work at home after hours checking emails or finishing tasks that they were unable to complete during the day. Human contact is reduced, personal relationship suffer, traditional forms of entertainment such as the

10 theatre and books fall by the wayside and the Facebook of social life is weakened. The internet has crushed both hopes and fears.

Through the power of social media, organizations and individuals can reach audiences in staggering numbers not previously accessible through traditional media channels.

In this whitepaper, we will review examples of social media and its global impact in negative and positive ways. Social media has many purposes it allows its user to find their voice, keep in touch, measure the impact of services, build an audience, monitor trends, and stay informed. It has impacted the way we view news, interaction, politics, learning, and business – nearly every aspect of the way we live today.

From other researchers we can see how social media has impacted different spheres and my research is to test whether or not social media has impacted negatively or positively on cultural practices.

Furedi ((2015) in his article stated that the relationship between the social media and radicalization is both an interactive and dynamic one. The social media provides a medium through which pre-existing sentiments can gain greater clarity, expressions and meaning. It provides a medium for the kind of interaction that can throw up new ideas, new symbols, new rituals and new identities.

In this sense it has helped stimulate the emergent Western Jihadist youth sub-culture and arguably its online expressions have exercised an important influence on its offline trajectory.

Social media is good because it has helped the youth in academic things pupils are able to interact and share knowledge with friends while at the same time there are sharing videos containing obscene materials and some are sharing videos of people fighting, smoking all these can make a pupil to think that doing them is right. Other example is that long time ago in most of Zambian tribe marriage was arranged by parents and children didn’t have a say but today we see that people form relationships through internet and they even get married. My research finding will add to existing information on how far social media has impacted on cultural practice. Fured (2015)

2. 6 CONCLUSION

Chapter two focused on finding out the positive impact of social media on Zambian culture particularly in urban areas. By helping people realize that social media can be used positively, there will be a change on mindset towards social media and people will start using the social networks for their personal benefit and consequently for the benefit of the community and the Zambian culture at large.

Also, the literature reviewed confirmed that social media can be used for positive benefits as it carries information on various aspects of development such as education, health, agriculture, business ideas among others.

CHAPTER THREE

METHODOLOGY AND DESIGN

3.1 INTRODUCTION

This chapter focused on the research methods and designs that were used for the sample population, sample size, sampling procedure and instruments for data collection. The procedure of data analysis and collection was dealt with including the research schedule, timeline and proposed budget for the study.

3.2 RESEARCH METHODOLOGY

 Both qualitative and quantitative techniques were used to collect data. Interviews and questionnaire was also used in order to capture data relevant to the study’s objective and research questions.  The sample framework was 1000 people inclusive of youths and elderly  The sampling technique used was a simple random sampling.  Sample size: The sample size of 100 participants were chosen. The researcher chose 10% as being representative as follows; businessmen 20, teachers 10, unemployed 10 and students/ pupils 60.

3.3. RESEARCH APPROACH

The research was inductive. According to Saunders et al. (2012), the approach adopted by qualitative researchers tends to be inductive which means that they develop a theory or look for a pattern of meaning on the basis of the data that they have collected. This involves a move from the specific to the general and is sometimes called a bottom-up approach. However, the quantitative approach which is deductive was partly used because figures were used as part of the data.

The figure below illustrates how the bottom-up approach of qualitative research is done: Gather Data Look for Patterns Develop Theory (specific level of focus) (Analysis) (General of Focus)

Figure 3.2.1.Inductive research by Amy Blackstone.

The study was based on the inductive approach because the researcher was trying to get insight into the continued underdevelopment of Kaindu community when multinational companies like Amatheon Agri Zambia with huge capital investment of USD100 million have committed themselves through CSR to effectively contribute to the development of the community.

3.4. RESAEARCH STRATEGY

This research is a case study. Case studies are a type of descriptive research looking at individuals, a small group of people or a unit (Lusaka urban of Zambia for example). Data is collected by observation, participation and a range of other methods including examining existing records, interviews and tests. Case studies may include participants own accounts which may include an expression of individuals’ feelings, emotions, opinions, etc. Conclusions are relevant primarily to the people or unit studied; they are not as appropriate as if you want to generalize to a much wider population. Case studies tend not to look at the cause and effect, but, rather they focus upon exploring and describing. A typical research case study looks at the way a number of variables interact in order to fully understand a given situation. Usually, case studies are used for qualitative research. Case studies are useful for ‘how’ and ‘why’ questions, where context is important and where the researcher has little control over the events (Badke, 2012 cited in Chisense, 2017:20). As such, case studies provide a rich understanding of a real life context thereby using and triangulating multiple sources of data. This gives birth to the development of detailed and intensive knowledge about a single ‘case’, or of a small number of related ‘cases’. The

researcher, therefore, chose this strategy by focusing on the Lusaka urban of Lusaka province of Zambia.

3.5 POPULATION TARGET

The target population in this study was 1000 which included youths and elderly people in Meanwood Kwamwena in Lusaka province of Zambia. The number comprised of students and pupils, businessmen and those that are unemployed.

3.6 RESEARCH INSTRUMENTS

The research instruments used were both primary and secondary. While secondary instruments included published reports, journals, books and internet sites. The primary research instruments included questionnaires which included both qualitative and quantitative research techniques. Data collection is an important aspect of any type of research study. Inaccurate data collection can negatively impact the results of a study and ultimately lead to invalid results. Information that the researcher gathers can come from a range of sources. Likewise, there are a variety of techniques to use when gathering primary data. Below is a list of the most common data collection techniques:

Interviews

Questionnaires and surveys

Observations

Focus Groups

Ethnographies, Oral History, and Case studies

Documents and records.

The researcher collected data primarily through interviews and administered questionnaires. An interview is a data collection technique that involves oral questioning of respondents, either individually or as a group (Greenfield, 1996). Interviews can be used to explore views, experiences, beliefs and motivations of individual participants. The purpose of the research interview is to explore the views, experiences, beliefs and or motivations of individuals on specific matters (for example; factors that influence pupils’ attendance at school). Qualitative methods, such as interviews, are believed to provide a ‘deeper’ understanding of social phenomena than would be obtained from purely quantitative methods such as questionnaires. Interviews are, therefore, most appropriate where little is already known about the study phenomenon or where detailed insights are required from individual participants (Silverman, 2000).

Questionnaires can be sent to a large number of people and saves the researcher time and money. People are more truthful while responding to the questionnaires regarding controversial issues in particular due to the fact that their responses are anonymous. But they all have drawbacks. Majority of the people who receive questionnaires don’t return them thereby diluting the data collected from the originally selected sample (Leedy and Ormrod, 2001). Administering written questionnaires (self-administered questionnaire) is a data collection tool in which written questions are presented that are to be answered by the respondents in written form.

3.7 ETHICAL CONSIDERATION

A lot of consideration was undertaken to make sure that information gathered was to be used for research purposes only. As such, details of respondents that include names, addresses and age were omitted from the data collection process.

The research followed ethical considerations that included;

 The principle of voluntary participation where people were not forced to take part in the research. The researcher made sure that all the people that participated voluntarily offered to do so.  The situation where participants were not subjected to any psychological or physical risk was considered by the researcher before undertaking the study.

 The researcher also guaranteed the participants of confidentiality.

3.8 LIMITATIONS OF STUDY

In conducting this study, the researcher experienced a lot of time constraints owing to the fact that she needed to be at work all the time. Also, constraints of other resources such as finances caused the researcher to restrict the study to the target area. Hence, other future researchers can fill up the gap that might have been created during the course of study.

3.9 CONCLUSION

Despite then limitations experienced during the study, it is expected that the research will still bring out valuable findings and solutions. Given the amount of time the researcher had, interviews may prove to be the most effective method that could be used for carrying out a research in the target area.

The respondents the researcher used such that included youths and the elderly that are either students, unemployed or businessmen offered relevant information vital to the study.

The general aim of the study therefore was to develop knowledge on how social media can best be used to influence positive change on the Zambian people and culture at large.

CHAPTER FOUR

PRESENTATION OF FINDINGS

4.1 INTRODUCTION

This chapter presents the findings and all the data that was collected in the field. The chapter analysed the data and presented the findings on the positive impact of social media on the Zambian culture particularly in Lusaka urban town.

4.2 PRESENTATION AND DATA ANALYSIS

Data analysis is a process of inspecting, cleansing, transforming and modelling data with the goal of discovering useful information, informing conclusions and supporting decision making. The term data analysis is sometimes used as a synonym of data modelling.

Voslo J (2014) describe data analysis as a process of bringing order, structure and meaning to the mass of collected data. It is described as messy, ambiguous and time consuming, but also as a creative and fascinating process.

Accordingly, during the research, data from various sources was gathered, reviewed and then analysed to come up with a conclusion or findings.

For this study, qualitative and quantitative analytical tools were used as well as Microsoft office package to produce tables.

The study was restricted to Lusaka urban. The researcher carried out a survey in Lusaka’s Meanwood Kwamwena to find out how people use social media to positively impact their lives. The same target audience was questioned about the general use of social media and what they perceive to be the significance of social media. It was discovered that residents of

18 the study area mostly use social media to gather information on issues that affect their livelihood. The study adopted a purposive sampling method to select a total of 100 respondents from the target population of 1000. To this end, a total of 100 respondents participated in the study. A 100% response rate was therefore attained. In this case, 100 questionnaires were distributed to respondents and 100 were collected.

The use of questionnaires and interviews proved to be the most effective methods given the amount of time the researcher had for the study.

However, before examining the key findings, this section presents the demographic profile of the respondents. This is done to allow readers to appreciate the background and understand the findings in a definite context.

4.3 DEMOGRAPHIC CHARACTERISTICS OF THE RESPONDENTS This section looks at selected background characteristics of respondents that could best describe the impact of social media and justify responses. It presents the age of respondents, the gender, their level of education, level of income and their status.

Table 1: Age of respondents.

RESPONSE FREQUENCY PERCENTAGE

15-20 Years 40 34%

21-25 Years 30 26%

26- 30 Years 20 22%

30 and Above Years 10 18%

Total 100 100%

The table above shows that most of respondents were between the ages of 15-20 years represented with 34%, 26% of respondents were between 21-25 years, and 22% of the respondents were between 26-30 years, and 18% of the respondents were between 30 and

19 above years. Therefore, the majority of respondents from the sample were between the ages of 15-20 years.

Figure 1: Gender of respondents

Males [PERCENTAGE]

Females [PERCENTAGE]

Figure 1 above shows the distribution of respondents according to their sex. Out of the respondents fifty-six percent (56%) were females and forty-four percent (44%) were males.

Figure 2: Education Levels of Respondents

Postgraduate [PERCENTAGE] Tertiary Primary [PERCENTAGE] [PERCENTAGE]

Secondary [PERCENTAGE]

Figure 2 above shows the study findings on the educational status of the respondents that were involved in the study. From the 100 respondents involved in the study 70% of the respondents indicated secondary, 19% for primary, while 7% represented those for tertiary education and 4% were Postgraduates.

Table 2: Status of Respondents

RESPONSE FREQUENCY PERCENTAGE

Student/Pupils 60 60%

Businessmen/women 20 20%

Teachers 10 10%

Unemployed youths 10 10%

Total 100 100%

Table 2 above shows that most of respondents were students/pupils who formed up a 60% response rate, 20% of respondents were businessmen and women, teachers 10% and another 10% of the respondents were unemployed youths. Therefore, the majority of respondents in this dissertation were pupils and students.

Table 3: Level of income

RESPONSE FREQUENCY PERCENTAGE

K5,000 43 43%

No Response 38 38%

Above K3000 19 19%

Total 100 100%

Table 3 above shows the study findings on the income levels of the respondents. Out of the 100 respondents involved in the study 43(43%) indicated K5, 000, 38 (38%) of the respondents had not responded and 19 (19%) of the respondents had above K3, 000. This

21 implies that majority of the views gathered in this study were from respondents whose monthly income through the use of social media is between K3000- K5000.

4.4 PRESENTATION OF FINDINGS

Regarding the age of respondents on the use of social media, the research in Table 1 on page….of the main document shows that most of respondents were between the ages of 15- 20 years represented with 34%, 26% of respondents were between 21-25 years, and 22% of the respondents were between 26-30 years, and 18% of the respondents were between 30 and above years. Therefore, the majority of respondents from the sample were between the ages of 15-20 years.

As regards to the status of respondents, the research in Table 2 on page …of the main document illustrates that most of respondents were students/pupils who formed up a 60% response rate, 20% of respondents were businessmen and women, teachers 10% and another 10% of the respondents were unemployed youths. Therefore, the majority of respondents in this dissertation were pupils and students.

With reference to the levels on income in Table 3 on page ….of the main document, the research shows that the study findings on the income levels of the respondents were that out of the 100 respondents involved in the study 43(43%) indicated K5, 000, 38 (38%) of the respondents had not responded and 19 (19%) of the respondents had above K3, 000. This implies that majority of the views gathered in this study were from respondents whose monthly income through the use of social media is between K3000- K5000.

4.5 IMPACT OF SOCIAL MEDIA

Research findings from the study revealed that most youths and elderly people of Meanwood Kwamwena were exposed to social media. The participants in the study often gave positive account of the use of social media and offered insight of the social network can be used to positively impact their lives. Mostly, the information that was given to the researcher, sighted how people in the study area for example businessmen and women have used social media to grow their businesses in order to earn meaningful income.

The study results also shows that both pupils, students and adults use information on social media for their advantage. The students use social media for their research and studies and to learn best practices of approaching assignments and examinations. Pupils also use social media to have an idea on what career to pursue. Adults most of whom are in business, on the other hand, use social media for networking purposes. They also use social media to learn how other people operate their businesses. The study further shows that despite the many negative effects social media have on society, the people of the study area understand and appreciate the positive impact the social network have on various communities. It is important to highlight that even though social media is normally used negatively by most people, it has a lot of positive information that can be used to contribute to changing people’s mind sets and help them embrace technology positively.

Through the study, it was also realised that if well used, social media can also help promote culture and contribute to the development of various sectors of the economy. The majority of residents of Meanwood Kwamwena are students, businessmen and the unemployed youths, it is therefore not surprising that they spend most of their time on social media looking out for what can impact positively on their lives. Results collected through questionnaires and interviews show that students and adults have different but similar ideas on how they describe and use social media.

When the idea of conducting a study on social media in the study area was introduced, the question that was immediately asked by both youths and adults was finding out what is good about social media and its positive impact on development. It was then realised that social media can positively contribute to economic growth, mindset change, can be used for research purposes on any kind of information that one may need and consequently on development.

Figure 4: Respondents who have positively benefited from social media

No 10%

yes Yes 90% no

Findings from the study show that 90% of learners have experienced positive impact of social media at a certain point in their lives, while 10% did not. Since the majority of students reported to have benefited from social media, and at the same time the majority of adults reported that they also have equally benefited from the social network, it can then concluded that social media has a positive impact on society.

Moreover, students who have gained from the use of social media including the elderly people in the study area indicated that social media is ideal for everyone especially if applied well. The respondents attributed the use of social media as stated above to research, knowledge gain, flow of information, learning of new ideas and generally as a tool to development. This simply demonstrates that the use of social media must be encouraged in households with particular guidelines on what to look out for in order to avoid the negative use of it.

A 64 years old man who wants to invest in a business of cabbage said during the interviews that he prefers to use social media to know more about growing the produce and the rate of cabbage sells on the market , for example city market. He says it has a positive impact on his investment in that he gets more knowledge on the percentages of the market sells such as pricing per head thus knowing the potential and how competitive the business is.

Additionally, a student at National Institute of Public Administration, told the researcher that he used social media to find out what courses the Institute offers for him to decide which career to pursue. He said now that he was successfully enrolled for Chartered Institute of Marketing, social media makes it easy for him to research when writing assignments.

The Grade 11 pupils that were interviewed indicated that they use social media during their studies to listen to various videos that have been uploaded on different subjects especially mathematics and science.

The unemployed of which most were youths, revealed that they use social media for example GoZambianjobs to search for job opportunities. They added that there also other websites where they check for scholarships and employment opportunities abroad. Most of them said it is difficult to buy newspapers to check on vacancies as newspapers are now expensive compared to buying bundles. One of them even noted that it is easy to check for a job and apply online, which is cheaper and convenient.

Others indicated that they use various social media platforms to look out for business opportunities and linkages.

Some teachers interviewed, told the researcher that they use social media to gather extra information when preparing their lesson plan. They also said they use social media for resetting examination papers as well as revision purposes.

4.5 EXTENT OF THE IMPACT OF SOCIAL MEDIA ON CULTURAL PRACTICES

Social media has to a large extent impacted the cultural practices of the people of Lusaka urban. 65% of the respondents stated that social media has changed the cultural practices of the current generation who are seen to be more immoral than those of the yesteryears while 35% stated that it has helped preserve and promote Zambian cultural practices as most people find it easy to post cultural contents on media platforms that are available on the internet.

Figure 5:The above chart shows how respondents stated the extent to which social media has impacted on the cultural practices. 65% stated that to a large extent it has positively contributed to cultural practices while 35% refuted.

4.6 TYPES OF SOCIAL MEDIA SOCIAL MEDIA USED BY PEOPLE IN LUSAKA URBAN

Social media plat forms used by most Lusaka urban people include Facebook; Twitter; Whatsup; Instagram; Skype; Youtube and many more.

Figure 6: The figure above shows that 40% of the respondents use facebook; 8% use Twitter; while 32% use Whatsup; Youtube is accessed by 5% and 3% use Instagram where as 2% use Omio.

4.7 OTHER USES OF SOCIAL MEDIA

According to WERSM.com, an online publication, social media has other uses that include staying in touch with friends are doing , staying up to date with news and current events, to fill up spare time, to find funny or entertaining content as well as general networking with other people.

It is interesting how most of the top reasons are linked to what we call passive networking meaning users come to social media to consume content rather than actively contributing to the stories. A growing trend is to utilise social media platform to research new products to buy and that is why brands still have a huge role to play.

McKinney C (2019) states that social media platforms can be used for building personal brands as an exciting part of the public relations business. Messaging and marketing through social media can work together to help thought leaders, inventors, innovators, professionals and entrepreneurs to become part of a given business conversation.

Most clients in business have enhanced their current careers and crafted entirely new ones by using consistent communication on social media and focusing on the individual brands being developed via social network.

Laing A (2017), states that authors primarily use facebook, twitter and there is growing use of pinterest. Authors uses social media platforms primarily for marketing, publicity and making contact with readers.

Walubita G (2018) students use social media to have information, discuss study material or topics, and network to complete homework assignments or term projects. Social media also provides convenient ways of per to peer exchange of knowledge and collaboration.

Eluwole O etal (2014) indicates that the internet has certainly improved economic activities and helped facilitate better international relations among people of different ethnic backgrounds. In as much as dubious individuals employ the internet to fulfil their self- centered and illegal intents, by inventing sly technics to rip people off their fortunes, many businesses have on the other hand benefited from the use of the internet.

Online marketing business actions have created a venue for entrepreneurs to carry out commercial activities not just within the continent but also on a global scale. There are no more days when tycoons have to be on the same location with their clients in order to

27 perform business transactions. The internet has not only made it possible for business to be executed on real term basis in different locations, but also enabled better intercultural understanding and improved ethical relations. Oluwole O etal (2014)

4.8 CONCLUSION

It can be concluded that social media can impact positively on people’s lives based on the findings that have been presented. Social media covers all areas of development which are critical to improving the welfare of the people. Social media also acts as an information source and if put to good use, it can help in bringing about tangible development.

Social media also provides a platform for people to make informed decision due to its watchdog role of providing checks and balances on various issues of interest and development.

Target audience’s understanding of social media: The research results showed that most people interviewed from the study area have a better understanding of social media and how to put it to good use. Hence, as discussed in other chapters, social media as a tool to improve the sharing of various developmental information by most urban communities.

Information that help people on social media: Respondents described information that is helpful to improving their lives as that of education, business, networking, health and employment opportunities to be more effective for their development.

Impact of social media on the people of study area: figure 4 shows that 90% of learners and majority of adults reported that they also have equally benefited from the social network, which can then be concluded that social media has a positive impact on society.

Positive use of social media: it can be concluded that some people are able to earn an income through positive usage of social media by engaging themselves in online businesses. Others find job opportunities while others use it for research and additional information to enrich their careers.

The need to encourage people in urban areas to use social media positively: About 90% of the respondents in the study area agreed to the positive use of social media, an indication that the social network could be a tool for development if used positively.

CHAPTER FIVE

5.1 INTRODUCTION

This dissertation presented findings on the positive impact of social media on the Zambian culture with a perspective of Lusaka urban. The study findings were presented according to the study objectives amongst them were to find out how social media has positively impacted on urban communities. The research also influences the choices people make to improve their wellbeing and help suggest how to go about certain activities for example income generating activities.

The dissertation presented the age of respondents, the gender, their level of education, level of income and their occupation. From the findings, it was found that the majority of respondents from the sample were between the ages of 15-20 years with 34%. Out of the total respondents, fifty-six percent (56%) were females and forty-four percent (44%) were males. This simply means that the study was gender balanced. Further, the majority of the views gathered in this study were from respondents who have secondary education level. This further helps to validate the findings because people with secondary education have an understanding of social media hence they can provide valid answers. The majority of respondents in this dissertation were pupils and students.

5.2 DISCUSSION OF FINDINGS

Regarding establishing the positive impact of social media on the Zambian culture with specific reference to urban towns, the research found that some people are able to earn an income through positive usage of social media by engaging themselves in online businesses. Others find job opportunities while others use it for research and additional information to enrich their careers. In a related study by Eluwole O etal (2014) it shows that the internet has certainly improved economic activities and helped facilitate better international relations among people of different ethnic backgrounds. Many businesses have on the other hand benefited from the use of the internet.

Regarding the determination of the extent at which social media has impacted positively on Zambian cultural practices, the research found out that social media has covered about 90% of learners and majority of adults have equally benefited from the social network, which can then be concluded that social media has a positive impact on society. This can be supported by similar studies done by research gate, an online publication that social networking provides various benefits to the students and teachers. It is very easy to educate from others who are experts and professionals through social media therefore one can follow anyone to learn from them thus enhancing their knowledge about any field regardless of their location and educational background.

As regards to the type of social media that is commonly used in Zambia, the study revealed that the most used social platform in Zambia is whatsapp, facebook, twitter, linkedin, youtube, instagram and google plus. Similarly, in his study, Walubita G (2018) indicate that students use social media to have information, discuss study material or topics, and network to complete homework assignments or term projects. Social media also provides convenient ways of per to peer exchange of knowledge and collaboration. The exchange of information by students is normally done through whatsapp groups, facebook and twitter.

5.3 CONCLUSION

Successful development in communities of developing countries such as Zambia is mainly achieved more in urban towns. This is because in urban areas, people have easy access to social media tools and can easily access internet where they get information that impact on their lives.

The paper concluded that despite social media known mostly for negative influence on society, it has a lot of positive effects that society can benefit from which is already on course. The emphasis therefore is to make sure that social media is put to good use if the people and communities at large are to benefit from it positively.

CHAPTER SIX

6.1. INTRODUCTION

The final chapter of this paper presents the researcher’s concluding remarks on the findings of the study. Other than the conclusion, the chapter also offers some recommendations on things that should be done to encourage positive use of social media by people in various communities for their own development.

6.2. CONCLUSION

 The research concluded that it is clear that social media can impact positively on the Zambian culture and bring about development especially in urban towns. This is in line with the findings by the researcher from the people of the study area that if well used, social media can also help promote culture and contribute to the development of various sectors of the economy.

 The research concluded that social media has extensively reached out to many people and has helped many people reflect and do something about their lives that have contributed to their wellbeing. This involves engaging in various business ventures. This conclusion relates to Eluwole O etal (2014) whose study shows that the internet has certainly improved economic activities and helped facilitate better international relations among people of different ethnic backgrounds. Many businesses have on the other hand benefited from the use of the internet.

 The research further concluded that social media despite more pronounced with negativity, remains and continues to be one of the most effective and fast means of communication especially by the urban populace. This is similar to the study done by Laing A (2017), that authors primarily use facebook, twitter and there is growing use of pinterest. Authors uses social media platforms primarily for marketing, publicity and making contact with readers.

 Similarly, the research concluded that social media should be supported by everyone as it remains a vital tool in development. This relates to what is contained in McKinney C (2019) study which states that social media platforms can be used for building personal brands as an exciting part of the public relations business. Messaging and marketing through social media can work together to help thought leaders, inventors, innovators, professionals and entrepreneurs to become part of a given business conversation.

6. 3 RECOMMENDATIONS

As a result of this study, the following recommendations can be put forward:

 People must be sensitized on the positive impact of using social media.  The stakeholders such as ZICTA and internet network providers should find ways of regulating internet usage by individuals to avoid the continuous misuse of social media.  There is need for content protection on some media platforms. For further research, the researcher recommends that the following can be topics:  Research on the impact of market networking through internet.  How social media has contributed to high levels of divorce.  The role of social media in child abuse cases in Zambia.

REFERENCES

Gaitho M, (2018) The Real Impact Of Social Media. Sir Tylor E, (1871) How Culture Works. Taylor SD, (2006) Culture and Customs of Zambia Library Congress Catalogue. Greenwood Press.88 Brecht B, (1983) New Media Power, the Internet and Global Activism. Mcquail D, (2004) – Mass Communication Theory fourth ed. London: Siege Publication. Makungu K, (2004) the State of the Media in Zambia from the Colonial Era to December 2003 Lusaka Misa. Furedi F,(2003), https://www.aspenistitute,org https://www.techtrends.co.zm Crotty, M (1998) The Foundation of Social Research: Meaning and perspective in the Research Process. Thousand Oaks, CA Sage. Giddens A. (2006) 5th Ed. Sociology, Polity Press, 350 Main Street, Mulden Ma 02148, USA. Pp. 613 Mondal. P. Negative Effects of Electronic Media on Society and Culture. http//www.yourarticlelibrary.com Lowisz, S. The influence of Social Media. http://stevelowisz.com Walubita G (2018) Students Social Media use and its Perceived Impact on their Social Life: A case study of UNZA Eluwole O etal (2014) The Impact of Internet on Africa and Culture Laing A (2017) Authors Using Social Media: Layers of Identity and Online Author Community McKinney C (2019) Communication Strategies for The 21st Century Voslo J (2014) Data Analysis and Interpretation

APPENDICES

APPENDIX A

QUESTIONNAIRE

SECTION A: Demographic Information Instructions to the Respondents

Fill the boxes below by ticking the appropriate answer. All responses will be treated with strict confidence. 1. What is your gender a) Male b) Female

2. Indicate your age a) 15 – 20 years b) 21 – 25 years c) 26 – 30 years d)30 and above years

3. How long have you lived in this area ?Please indicate years of stay in the area

Less than one year

a) 1 – 5 years

b) 6 – 10 years

c) 11 – 15 years

4. What is your occupation a) Unemployed b) Businessperson

c) student/pupil d) Other

SECTION B: The study was centered on the following questions in view of the general and specific objectives; 1. What role does social media television play in your life? (a) Entertains (b) Educate (c) Creates knowledge (d) Does not play any role

2. How do you get news and information regarding development in your area? (a) Through fellow community members (b) Through social media networks (c) All of the above 3. What difficulties do you encounter when seeking information on social media? (a) Sometimes information on certain issues is too technical (b) Internet failure (c) Lack of adequate finances to purchase bundles (d) Sometimes the information needed cannot be found 4. What type of information do you look for on social media? (a) Current affairs news (b) Farming (c) Business (d) Education (e) All of the above 5. What impact has social media got on your community? (a) It educates on how to do things (b) It entertains (c) Changes the mindset of individuals (d) Broadens the thinking capacity 6. To what extent has social media impacted your community? (a) It has brought about development

(b) Has promoted culture (c) It has promoted a lot of economic activities

7. How much time do you spend on social media (a) A lot of time (b) A moderate amount (c) Not a lot (d) No time at all

8. What type of social media do you often use? (a) Facebook (b) Whatsapp (c) Twitter (d) Google plus

9. What is your experience with social media? (a) Educative (b) Entertaining (c) Socialization (d) Informative

10. What type of information do you look for on social media? (a) News (b) Business information (c) Educational programs (d) Empowerment or scholarship programmes (e) Employment opportunities

11. What can government do to address social media abuse or cyberbullying? (a) Sensitise people against cyber bullying (b) Provide equipment to capture anyone practicing cyber bullying (c) Work with others stakeholders to educate people on benefits of social media

12. Do you have a good understanding on the positive use of social media? (a) Yes (b) No (c) Not sure