Youth Adoption of Social Media and its Role in the Competitive Transformation of Traditional Media

The research aimed to reveal the extent to which young people adopt social media and its role in the competitive transformations of traditional media. The research used the descriptive survey method, and used the theory of diffusion of innovations. The study sample consisted of (400) university students. A questionnaire was applied to collect information, in the second semester of the academic year 2018-2019. The results of the research showed that Facebook is the most used applications by young people, followed by YouTube and TV is the highest traditional media, and the volume of daily use of social media (5 hours or more) The manifestations of adoption of social media (acquiring values, linking them to reality, developing and disseminating them) received a very high overall rating.
All stages of the cultural adoption of social media by young people were achieved with a high overall rating. As for the levels of youth adoption of traditional media social networking pages, they were - in general - weak, and adoption in the social framework of traditional media - through social networking pages - achieved a very high esteem. The statistical results also showed the absence of significant differences between young people in the adoption of social media due to the variables of the education sector, type of study, nationality and gender, and the presence of statistically significant differences among young people in the competitive transformation of the use of traditional media due to the type of study in favor of theoretical and sexual colleges in favor of expatriates. There is a direct and significant relationship between the daily use of social media and the competitive transformation of the use of traditional media on social media pages, and it is possible to accept the last hypothesis that there is a positive direct correlation between the youth adoption of social media and the competitive transformation of the use of traditional media on social networking sites.