International Journal of Sub-Saharan African Research (IJSSAR)

Background: The Abakaliki people of Ebonyi State have long been subjected to unwarranted stereotyping particularly by other Igbo Sub-groups, often being portrayed as backward, impoverished, and uneducated. While social media has the potential to challenge such stereotypes and foster cultural understanding, its effectiveness in reshaping perceptions of the Abakaliki people remains uncertain.
Objective: This study examined the dominant stereotypes against the Abakaliki people, how social media has influenced these perceptions, and the factors hindering its effectiveness in deconstructing the stereotypes.
Method: Adopting a descriptive survey research design, data were collected from a sample of 385 respondents drawn from the Igbo-dominated states of Imo, Anambra, Abia, and Enugu, with a combined population of 20,246,000. A structured questionnaire served as the instrument for data collection, producing a consistency coefficient of 0.91 based on the Cronbach’s Alpha test. Data were analyzed using frequency tables and percentages. Results: Findings reveal that dominant stereotypes against the Abakaliki people include backwardness, poverty, and lack of education. The study also established that social media has been largely ineffective in deconstructing these stereotypes, with factors such as low content availability, misinformation, pre-existing audience biases, and influencer bias playing significant roles.
Conclusion: The study concludes that while social media has the potential to reshape perceptions, it has not been effectively utilized in challenging the stereotypes surrounding the Abakaliki people. This underscores the need for more deliberate efforts in leveraging social media to promote cultural tolerance and unity.
Unique Contribution: This study provides insight into the persistent stereotypes against the Abakaliki people and the challenges of using social media to counter them. By highlighting the role of misinformation, bias, and content gaps, it contributes to the broader discourse on digital media’s influence on social perception and cultural integration.
Key Recommendation: Media practitioners, content creators, and cultural organizations should develop and promote accurate, inclusive portrayals of the Abakaliki people while addressing misinformation and biases to foster cultural unity.