| Abstract: |
This study explored the Advertisement of Okeite, a ritualistic get
rich-quick practice, and the influence of digital dibias (native
doctors) on Facebook on undergraduate students in Anambra State,
Nigeria. Traditionally, dibias operated within communal settings,
but the advent of digital media has extended their reach, particularly
through Facebook where ritual content is now advertised and
promoted to young audiences. The research sought to understand the
frequency of awareness of this phenomenon among undergraduates,
the factors associated with it, the extent of student engagement with
such content, and its consequences on academic performance. The
study adopted a survey research design, employing a structured
questionnaire to collect data from 356 undergraduate respondents
across universities in Anambra State from the population of 57,607.
It was anchored on two theoretical frameworks: The Uses and
Gratifications Theory, which explained how individuals selectively
use media to satisfy personal needs and desires was used for the
study. Key findings revealed a high frequency of awareness of both
the Okeite phenomenon and the digital dibia presence on Facebook
among respondents. The visibility of these practices was driven by
social media exposure, peer influence, economic hardship, and the
desire for sudden wealth. The study further revealed that students'
engagement with Okeite-related content on Facebook has negative
academic implications, including reduced academic focus, poor
study habits, and a shift in value systems. The study concluded that
digital platforms, particularly Facebook, have amplified the appeal
of ritual practices among youths. It recommended digital media
literacy campaigns, strengthened institutional counseling, and
policy frameworks aimed at regulating harmful online content to
mitigate the influence of such practices on Nigerian undergraduates. |
