Employment prospects of social media: an empirical inquiry on Egyptian youth perceptions

Author

Faculty of Mass Communication, MSA University, Egypt

Abstract

The alarming rise in worldwide unemployment is made worse by the fact that more occupations are being eliminated as a result of the internet and other information communication technologies. Despite this negative trend, stakeholders are certain that, if used properly, the internet would increase employment opportunities. This research paper, is based on the Uses and Gratification theory of communication, explores certain frontlines of social media users' economic empowerment. The research involved descriptive survey and factorial design was employed using descriptive analysis tools. The sample population was 153 social media users in Egypt distributed almost equally among Giza and Cairo governorates, representing the majority and scattered among Mansoura, Alexandria, Assut, and Fayoum governorates. Ages ranged from 17-37 years. The participants were sampled from a pool of social media users using purposive and convenient technique. While the majority of young users are drawn to social media by its leisure appeal and use it for chatting, connecting with friends, and leisure, the results showed that young people are highly aware of the empowerment potential of social media. This is in contrast to young people who use it for learning, empowerment, and opportunities. Additionally, there were noticeable variations between males and females in terms of social media user attraction. It is advised that young people receive mentoring, from successful leaders in the media industry, on the social media's potential for empowerment.

Keywords

References

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