AN ASSESSMENT OF THE ROLE OF SOCIAL MEDIA IN VACCINE HESITANCY AMONGST STUDENTS IN TERTIARY INSTITUTIONS AND THE IMPERATIVES OF ENTERTAINMENT EDUCATION

Abstract

Vaccine hesitancy among youths, especially students in tertiary institutions is a growing concern exacerbated by the pervasive influence of social media. This study explores the impact of social media on the Coronavirus vaccine hesitancy among students of Federal University Lokoja, Kogi State and the University of Nigeria, Nsukka, Enugu State, and the potential role of EntertainmentEducation (EE) in addressing this issue. Using a mixed-methods approach, data was collected through surveys and focus group discussions involving students across various tertiary institutions. The study identifies entertainment education as a promising strategy to counteract vaccine misinformation. By integrating accurate health information into engaging and culturally relevant content, entertainment education has the potential to reshape attitudes towards vaccines among students. Findings from this study indicate a significant correlation between social media use and vaccine hesitancy, with misinformation and conspiracy theories spreading rapidly through online platforms. The implications of these findings underscore the urgent need for targeted educational interventions that leverage the popularity and reach of social media while harnessing the persuasive power of entertainment media. Recommendations include the development of evidence-based health communication campaigns and collaborations with content creators and influencers to promote pro-health messages effectively. In conclusion, this research contributes to understanding the complex dynamics of vaccine hesitancy among students and advocates for innovative approaches that harness the power of social media and entertainment education to promote public health goals.