Influence of Social Media Viral Short Films on Public Opinion among Nigerians
Keywords:
Viral short films, public opinion, social media, Social Learning Theory, digital communication, NigeriaAbstract
This study examined the influence of viral short films on public opinion in Nigeria, focusing on audience exposure, perceived influence, and persuasive content elements. The study adopted the Social Learning Theory and explored how repeated exposure to short-form video content contributes to attitude formation and perception shaping. A quantitative research design was adopted using an online survey method. Through purposive sampling, 101 valid responses were collected and analyzed using descriptive statistics. Findings from the study revealed high exposure to viral short films, with the majority of respondents watching such content daily. TikTok, Facebook, and Instagram emerged as the most frequently used platforms. A significant proportion of respondents perceived viral short films as influential in shaping opinions, particularly in areas of entertainment, education, health, and social issues. Storytelling, humor, and emotional appeal were identified as the most persuasive elements. Although fewer respondents reported directly changing their opinions after viewing viral content, the overall findings suggest that influence operates subtly through reinforcement, modeling, and normalization of perspectives. The study concludes that viral short films function as powerful digital communication tools within Nigeria’s media ecosystem, capable of shaping public perceptions through emotionally engaging and relatable narratives. The research recommends the need for responsible content creation, strengthened media literacy, and further longitudinal studies to assess long-term effects on public opinion formation.Downloads
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