Ibn Zorh University

Department of English Studies

Exploring the Impact of Social Media on Youth Culture

Case study: Agadir Morocco

Option: Linguistics

English Studies

Submitted in partial fulfillment of the requirements for the degree of bachelor in English
Studies

Supervisor: - Hassan Bouzidi

Supervisee: - Mostafa Bengourine

-Widad Benhanyn

Academic year: 2022-2023

Table of content
Acknowledgement…………………………………………………………………………………………………………………….…..1

Abstract……………………………………………………………………………………………………………………………......………2

Introduction……………………………………………………...………………………………………………………………...….......2

1. Problem statement…………………………………………………………………………………………………………...…….3
1.1. Purpose of the study…………………………………………………………………………………………………….....3
1.2. Research questions and hypotheses………………………………………………………………………………...4
1.2.1. Questions……………………………………………………………………………………………………………...4
1.2.2. Hypotheses…………………………………………………………………………………………………………...4
2. Literature review………………………………………………………………………………………………………………….....5
2.1. Key concepts…………………………………………………………………………………………………………………....5
2.2. Review of previous researches………………………………………………………………………………..……....6
2.2.1. Social Media Popularity Among Youth……………………………………………………………………6
2.2.2. Social Media and Youth Academic Performance/Motivation………………………………….7
2.2.3. Positive Influence of Social Media on Youth Culture……………………………………………...8
2.2.4. Negative Influence of Social Media on Youth Culture……………………………………………10
3. Methodology………………………………………………………………………………………………………………………...11
3.1. Research Design………………………………………………………………………………………………………….....11
3.2. Sampling and Data Collection………………………………………………………………………………………...12
3.3. Data Analysis…………………………………………………………………………………………………………….…...12
3.4. Limitations.......................................................................................................................12
3.5. Ethical Considerations......................................................................................................13
4. Findings and Discussions..........................................................................................................13
4.1. Findings............................................................................................................................13
4.2. Discussion of the
Findings.................................................................................................23
5. General Conclusion..................................................................................................................26
5.1. Limitations.......................................................................................................................27
5.2. Recommendations for Future Research............................................................................27
6. References...............................................................................................................................28
Acknowledgment:

We would like to express our deepest gratitude to the individuals and

organizations that have played a significant role in the completion of this
research study. First and foremost, we would like to thank Professor Hassan
Bouzidi for his invaluable guidance, support, and expertise throughout the
entire research process. His insightful feedback and encouragement have been
instrumental in shaping the direction and quality of this study. We would also
like to acknowledge the significant contribution of Morocco Academia, a
website managed by professor Bouzidi. The wealth of information and
resources available on this platform proved to be a valuable asset in our
research process. We are also grateful to Khalid Ait Khouda for his assistance
in the development of the questionnaire and expertise in utilizing Google Docs
for data analysis. His technical knowledge and valuable insights have
enhanced the validity and reliability of our findings. Furthermore, we would
like to acknowledge the members of Group 2 students, S6, in the Department
of English Studies at University Ibn Zohr Agadir for their participation in data
collection. Their active involvement and cooperation have greatly contributed
to the comprehensive nature of our research. Lastly, we would like to express
our appreciation to all individuals and organizations that have indirectly
supported us in this endeavor. Your encouragement, guidance, and
contributions have been invaluable. We are sincerely thankful for the support
and assistance provided throughout this research journey, as it would not have
been possible without the collective efforts of everyone involved.

Abstract:

This research study investigates the impact of social media platforms on

youth culture in Agadir, Morocco. It aims to explore the effects of social media
use on academic performance, motivation, and various aspects of youth
culture. The study also addresses potential negative effects, such as
cyberbullying, body dissatisfaction, and procrastination. The findings
contribute to the limited research on the impact of social media on youth
culture in Morocco, providing insights that can inform policies and
interventions to mitigate negative effects. The results may not be applicable to
other youth populations in Morocco and beyond. The research was conducted
by Bengourine Mostafa and Widad Benhanyn, under the supervision of
Professor Hassan Bouzidi, at the Department of English Studies, University Ibn
Zohr Agadir.

Introduction:

Social media platforms have become an integral part of daily life for
millions of people worldwide, particularly among youth populations. In
Morocco, the rise of social media platforms has been significant, with
platforms such as Facebook, Instagram, and TikTok being used by millions of
Moroccan youth on a daily basis. However, there has been limited research on
the impact of social media on Moroccan youth culture, particularly in Agadir, a
city known for its vibrant youth culture. Therefore, this study aims to examine
the impact of social media platforms on youth culture in Agadir, Morocco. We
will be using a quantitative method for data collection. It involves
administering an online survey to a sample of 45 Moroccan youth aged
between 19 and 30 years old in Agadir. The survey will include questions
related to social media use, frequency of use, and the impact of social media
on youth culture in Agadir.

This study will explore the effects of social media use on academic
performance and motivation among Moroccan youth. With the rise of social
media platforms, concerns have been raised about the potential negative
impact on academic achievement and motivation among youth. Therefore, this
study will investigate whether there is a correlation between social media use
and academic performance and motivation among Moroccan youth in Agadir.

Additionally, the survey will also address the potential negative effects
of social media on youth culture, such as cyberbullying, body dissatisfaction,
and procrastination. This study is important as it will contribute to the limited
body of research on the impact of social media on youth culture in Morocco,
and particularly in Agadir. The results of this study will provide insight into
how social media use affects youth culture, and could potentially inform the
development of policies and interventions aimed at mitigating the negative
effects of social media use. The findings of this study may not be applicable to
other youth populations in Morocco and beyond.

1. Problem statement:
 1.1. Purpose of the study:

The purpose of this study is to explore the social media usage patterns
among young people in Agadir, Morocco, and to examine their perceptions of
social media's impact on various aspects of their lives. Specifically, this study
aims to investigate the most popular social media platforms among young
people in Agadir, how often they use them, and the reasons behind their
usage patterns. Additionally, the study will explore young people's perceptions
of the impact of social media on their culture, self-esteem, body image, and
engagement in online activism and social movements. Finally, the study will
examine the relationship between social media use and academic performance
among young people in Agadir.

1.2. Research questions and hypotheses:

1.2.1. Questions:

What are the most popular social media platforms among young people in
Agadir, Morocco, and how often do they use them?

How do young people in Agadir, Morocco perceive the impact of social media
on their culture, self-esteem, and body image?

To what extent do young people in Agadir, Morocco engage in online activism

and social movements, and what are their attitudes towards these forms of
engagement?

How does social media use among young people in Agadir, Morocco relate to
their academic performance and motivation?

1.2.2. Hypotheses:

Young people in Agadir, Morocco predominantly use Instagram and Facebook

as their primary social media platforms and use them more frequently than
any other platform.

Young people in Agadir, Morocco perceive social media as having a negative

impact on their culture, self-esteem, and body image, leading to feelings of
inadequacy and increased body dissatisfaction.

Many young people in Agadir, Morocco use the internet to participate in social
movements and activism, but only to a certain degree. Most of them have a
favorable view of this kind of participation and believe it can help make a
difference in society.

Young people in Agadir, Morocco who use social media a lot tend to do worse
in school and have less interest in studying. Spending too much time on the

internet and getting sidetracked by things online are some reasons for this
connection.

2. Literature review:
2.1. Key concepts:

Social Media: Refers to a collection of online platforms and applications that

facilitate the creation and sharing of user-generated content, as well as the
exchange of messages and information between individuals and groups (boyd,
2014). Social media has become an integral part of modern communication
and has a significant impact on many aspects of society, including politics,
business, and culture.

Youth Culture: Refers to the shared values, attitudes, behaviors, and interests
that characterize young people as a distinct group within society (Bennett,
2019). Youth culture is shaped by a variety of factors, including popular media,
fashion, music, and technology.

Online Activism: Refers to the use of the internet and social media platforms
to raise awareness and mobilize support for a particular cause or issue (Earl &
Kimport, 2011). Online activism can take many forms, including petitions,
social media campaigns, and online protests.

Cyberbullying: Refers to the use of electronic communication technologies to

intentionally harm or harass others (Patchin & Hinduja, 2019). Cyberbullying
can take many forms, including sending threatening messages, spreading
rumors online, or posting embarrassing photos or videos.

Social Comparison: Refers to the process of evaluating oneself in relation to

others on various dimensions, such as attractiveness, success, or intelligence
(Festinger, 1954). Social comparison can have both positive and negative

effects on individuals' self-esteem and well-being.

Body Image: Refers to the mental representation that individuals hold of their
own bodies, including their perceptions, attitudes, and feelings about their
physical appearance (Cash & Pruzinsky, 1990). Body image can be influenced
by a variety of factors, including media representations of beauty and social
norms.

Unrealistic Beauty Standards: Refers to the societal and cultural expectations

placed on individuals to conform to narrow and idealized standards of physical
attractiveness, which can be difficult or impossible to achieve for many people
(Fardouly et al., 2017). Unrealistic beauty standards can contribute to negative
body image, low self-esteem, and disordered eating behaviors.

2.2. Review of previous researches:

2.2.1. Social Media Popularity Among Youth:

Social media has become an essential part of daily life, especially among
young people, with Facebook, Instagram, and Snapchat being the most
popular ones (Perrin, 2018; Statista, 2021). A study by Statista (2021) found
that as of January 2021, Instagram had 1.22 billion active users, Facebook had
2.74 billion active users, and Snapchat had 265 million daily active users. These
platforms have been preferred by young people due to their ease of use,
accessibility, and ability to connect with friends and family (Shah, Garg, &
Shah, 2020). The popularity of social media platforms among young people is
influenced by various factors, such as features, user experience, and content
(Chen & Lee, 2019). For instance, Instagram's popularity is attributed to its
visually appealing features, including photo and video filters, stories, and live
streaming, which allow users to create and share engaging content (Shah,
Garg, & Shah, 2020). Facebook's popularity, on the other hand, is attributed to
its ability to connect people with similar interests, groups, and events (Chen &
Lee, 2019).

2.2.2. Social Media and Youth Academic Performance/Motivation:

Several studies have been conducted on the impact of social media use
on academic performance among young people. A study by Kirschner and
Karpinski (2010) found that college students who use Facebook more
frequently tend to have lower grade point averages (GPAs) than those who
use Facebook less often. Turel et al. (2020) conducted a study to examine the
impact of social media use on academic performance among young people.
The study found that excessive use of social media platforms had a negative
impact on academic performance, leading to lower grades and decreased
motivation among young people. The study also found that social media use
interfered with young people's ability to concentrate and focus on academic
tasks. Therefore, the findings of this study suggest that social media use can
be detrimental to academic performance, and young people should use these
platforms in moderation to avoid negative consequences on their academic
achievement.

Another study by Woods and Scott (2016) conducted on the impact of

social media use on academic performance among young people. It found no
significant correlation between social media use and GPAs among high school
students. Similarly, a study by Junco (2012) found that social media use did
not significantly predict academic performance among college students.

Various factors have been identified that influence the relationship

between social media use and academic performance/motivation. Pasek et al.
(2014) argue that the time spent on social media is negatively associated with
academic outcomes, but this relationship is moderated by the individual’s
self-regulation abilities. Similarly, a study by Wang et al. (2018) found that
social media use can have a positive or negative impact on academic
performance depending on the individual’s self-control and use patterns.
Furthermore, Kirschner and Karpinski (2010) suggest that multitasking while
using social media can lead to a decrease in academic performance.

2.2.3. Positive Influence of Social Media on Youth Culture:

According to Kusuma (2020) and Korichi (2019c), social media platforms

have positively impacted youth culture by providing a space for young people
to express themselves and connect with like-minded individuals. They suggest
that media has created a virtual space where young people can share their
thoughts, ideas, and opinions with others who share similar interests. This has
led to the formation of online communities where young people can engage
in discussions, collaborate on projects, and create and share content. For
instance, Instagram is a popular social media platform that has been widely
adopted by young people around the world. It allows users to post pictures
and videos and share them with their followers. Instagram has created a space
for young people to showcase their creativity, express their individuality, and
share their experiences with others. This has led to the emergence of many
online communities such as travel, fashion, and photography that allow young
people to connect with like-minded individuals. YouTube in the other hand
has created a platform for young people to create and share video content.
Young people can use YouTube to express themselves, share their talents and
skills, and connect with others who share similar interests. Many young
YouTubers have been able to monetize their content and turn their passion
into a career. Moreover, social media platforms have given young people a
voice on important societal issues. For instance, the Black Lives Matter
movement was widely supported and amplified by young people on social
media platforms such as Twitter and Instagram. Social media has allowed
young people to come together, organize and mobilize for important causes,
and create real-world change.

Social media created new job opportunities for young entrepreneurs

and content creators. Kusuma and Korichi propose that with the rise of social
media platforms, individuals have been able to create and share content that
reaches a wide audience, providing a space for creative and talented young
people to showcase their skills. Influencer marketing has become a significant

industry, with brands collaborating with social media influencers to promote

their products and services. This has opened up a new career path for young
people who have the skills and the drive to build their personal brand and
engage with a large audience on social media platforms. Moreover, social
media has also created new job opportunities in the field of digital marketing,
social media management, and content creation, providing young people with
valuable skills and experience that can help them thrive in today's digital age.

According to Korichi (2019c), social media platforms have played a

significant role in empowering young people to become activists and
advocates for various causes. With the ability to share information and
connect with others globally, social media platforms have facilitated the rise of
online activism and social movements, giving young people a voice on
important societal issues. Through social media, young people have been able
to raise awareness, organize and participate in protests, and amplify their
voices on issues such as climate change, racial justice, and gender equality. For
instance, the #MeToo movement gained significant traction on social media
platforms, with thousands of young people sharing their experiences and
calling for change. In Morocco for example, the "Hirak" movement in the Rif
region in 2016. It was a series of protests and demonstrations that emerged in
the northern Rif region of Morocco, calling for social justice, economic
development, and an end to corruption and marginalization. The movement
gained momentum through social media, where young activists used hashtags
and images to spread their message and mobilize support. The Hirak
movement became a symbol of youth activism and social change in Morocco,
inspiring similar movements in other parts of the country, Al Jazeera. (2017,
June 5). Additionally, social media has also enabled young people to create
and share content related to social and political issues, further contributing to
the shaping of public opinion and discourse. In this way, social media has
created a space for young people to engage in social and political activism
and have their voices heard.

Mesch (2009) argues that social media platforms allow young people to
form new online communities, engage in self-expression, and create and share
content. With the proliferation of social media platforms, young people can
now connect with others who share their interests and passions, regardless of
their geographic location. For example, a young person living in a rural area
with few opportunities to connect with others who share their interests can
use social media to find like-minded individuals and join online communities
centered on those interests. Additionally, social media platforms allow young
people to express themselves freely, whether it is through creative writing,
visual arts, or music. This can be empowering for young people who may feel
restricted in other areas of their lives. Furthermore, social media provides an
outlet for young people to create and share their own content, whether it is a
blog post, a video, or a photograph. This allows young people to develop their
creative skills and potentially gain a following, which can lead to future
opportunities.

2.2.4. Negative Influence of Social Media on Youth Culture:

Despite its positive impacts, social media has also been associated with
negative impacts on youth culture. Lenhart et al. (2015) acknowledge that
while social media is an integral part of young people's daily lives, it can also
have negative impacts on youth culture. The study found that cyberbullying,
social comparison, and anxiety were among the negative impacts of social
media on young people. Cyberbullying refers to the use of electronic
communication to bully or harass others, which can be prevalent on social
media platforms. Social comparison refers to the tendency for individuals to
compare themselves to others, which can lead to negative self-esteem and
body image issues. Anxiety may arise from the pressure to maintain a certain
online persona or the fear of missing out on social events and activities.

Turel et al. (2020) conducted a study to examine the impact of social

media use on academic performance among young people. The study found

10

that excessive use of social media platforms had a negative impact on

academic performance, leading to lower grades and decreased motivation
among young people. The study also found that social media use interfered
with young people's ability to concentrate and focus on academic tasks.
Therefore, the findings of this study suggest that social media use can be
detrimental to academic performance, and young people should use these
platforms in moderation to avoid negative consequences on their academic
achievement.

Young women in particular have been negatively impacted by social

media platforms. Alhabash et al. (2013) examined the impact of social media
on body image among young women. They suggest that the exposure to
idealized images of beauty on social media platforms contributed to negative
body image and decreased self-esteem among young women. Additionally,
the use of social media platforms led to the development of unrealistic beauty
standards among young women. The idealized images of beauty on social
media, which are often edited or filtered, create a distorted view of reality and
create pressure on young women to conform to unattainable beauty
standards. As a result, social media platforms have a significant impact on the
mental health and well-being of young women, particularly in relation to body
image and self-esteem.

3. Methodology:
3.1. Research Design:

Survey method was used to investigate the research questions. This

design was chosen because it allows for the collection of quantitative data at
one point in time from a large number of participants. Additionally, this design
is appropriate for investigating attitudes, beliefs, and behaviors of a specific
population at a given point in time. Other research designs were not
considered due to time and financial constraints.

11

3.2. Sampling and Data Collection:

The participants of this study were university students aged 19 to 30

in Agadir, Morocco. The questionnaire was shared on Facebook and
WhatsApp groups of university students to collect data. A total of 45
individuals completed the questionnaire. The participants were informed of
the purpose of the study and their consent was obtained. The data
collection process was challenging due to time constraints and the limited
resources available for conducting interviews

3.3. Data Analysis:

 The collected data was analyzed using Google Docs platform, which was
used to create the questionnaire and organize the data into column Pie and
stacked bar charts. The questionnaire consisted of 16 questions, some of
which were open-ended questions while others involved asking participants to
rate their level of agreement with specific statements. The variables of interest,
such as social media use, impact on self-esteem and body image, and
academic performance, were all measured through these questions. To
measure the impact of social media on self-esteem and body image,
participants were asked to rate their level of agreement with statements
related to these topics. Similarly, to measure social media use and academic
performance, participants were asked about their social media habits and
academic performance. Overall, the data analysis will provide insights into the
research questions and help to draw conclusions about the relationships
between social media use and various aspects of youth culture in Agadir,
Morocco.

3.4. Limitations:

The study may be subject to response bias and sampling bias, as the
participants were recruited through university student groups on Facebook
and WhatsApp. Additionally, the study's findings may not be generalizable to

12

other populations outside of university students in Agadir, Morocco.

3.5. Ethical Considerations:

The study adhered to ethical principles and ensured the confidentiality

and anonymity of the participants. The questionnaire was administered
through Google Docs, which does not show the identity of the participants.
The participants were informed of the purpose of the study, and their consent
was obtained before the questionnaire was administered.

4. Findings and Discussions:

4.1. Findings:

The following data are based on the questions addressed on the

questionnaire

What social media platforms do you use?

 13

How often do you use social media in a typical day?

The findings reveal that Instagram and Facebook are the two most
popular social media platforms among youth people in Agadir, Morocco. A
staggering 89% of participants reported using Instagram, while 73% reported
using Facebook. In contrast, other social media platforms such as TikTok,
Telegram, and Snapchat had much lower usage rates, with only 20% to 2% of
participants using them.

When examining social media usage in terms of time spent per day, it
was found that a majority of participants (45.2%) reported spending more than
4 hours a day on social media. Additionally, 19% of participants reported
spending 3 to 4 hours a day on social media, 16.7% spent 2 to 3 hours, 14.3%
spent 1 to 2 hours, and only 7.1% spent less than 1 hour a day on social
media.

14

What do you usually do on social media?

The majority of the participants (60%) reported that they usually use
social media to connect with friends and family. This suggests that social
media serves as a means for maintaining social relationships and staying in
touch with loved ones. In addition, 35.6% of the participants reported that
they follow celebrities and influencers on social media. This may indicate that
social media serves as a platform for entertainment and keeping up with
popular culture. Moreover, 91.1% of the participants reported that they watch
videos or look at pictures on social media. This suggests that visual content is
a popular form of media on social platforms. About 26.7% of the participants
reported that they use social media to play games, indicating that social media
is not only used for socializing but also for leisure activities.

Interestingly, a small percentage of the participants (17.8% to 2%)

reported that they use social media for activities such as studying, shopping
online, and learning new things like photography. This suggests that social
media has expanded beyond its original purpose of socializing and
entertainment, and is now being used for a variety of purposes.

15

Do you think social media has had a positive or negative impact on your life?

Do you think social media has had a positive or negative impact on Moroccan culture and
society?
 The majority of the participants have a somewhat negative perception of
the impact of social media on their own lives, with 53.3% reporting a
somewhat negative impact and 6.7% reporting a very negative impact.
However, a significant proportion of the participants (37.8%) reported a

16

somewhat positive impact on their lives, with 4.4% reporting a very positive
impact.

In terms of the impact of social media on Moroccan culture and society,

a majority of the participants (66.7%) reported a negative perception, with
20% reporting a very negative impact and 46.7% reporting a somewhat
negative impact. On the other hand, 6.7% of the participants reported a very
positive impact, 17.8% reported a somewhat positive impact, and 20%
reported that social media has neither a positive nor negative impact on
Moroccan culture and society.

In what ways has social media affected your relationships with others?
 The majority of the participants (38.6%) believe that it has improved
communication with friends and family. More than half of the participants
(52.3%) stated that social media has made it easy to meet new people. A small
percentage of the participants (9.1%) reported that it has caused conflicts or
misunderstandings with friends or family. About one-third of the participants

17

(29.5%) did not believe that social media has had any impact on their
relationships with others.

Have you ever participated in online activism or social movements on social media?
 Do you think social media has the power to bring about positive change in society?

The findings indicate that a large majority of the participants, 98.8%,

have not participated in online activism or social movements on social media.

18

However, when asked if social media has the power to bring about positive
change in society, 62.2% of the participants either strongly agree or somewhat
agree with this statement. On the other hand, 16.7% of the participants either
somewhat disagree or strongly disagree, and 17.8% neither agree nor
disagree. The data suggests that while a small portion of the participants have
engaged in online activism or social movements, there is a general belief that
social media has the potential to bring about positive change in society.

Have you ever experienced cyberbullying on social media?

 Do you feel pressure to present a certain image of yourself on social media?

19

Have you ever experienced feelings of body dissatisfaction upon exposure to

images or videos of individuals with perceived attractive body shapes on social
media?
 Have you ever felt anxiety or stress while using social media platforms?

It is worth noting that more than half of the participants have not
experienced cyberbullying on social media, although a significant proportion
(27.3%) reported experiencing it sometimes. Additionally, a substantial
proportion of participants (38.6%) reported feeling pressure to present a
certain image of themselves on social media, with 11.4% reporting feeling this
pressure often. Moreover, the data shows that the majority of participants

20

(61.9%) have experienced feelings of body dissatisfaction upon exposure to

images or videos of individuals with perceived attractive body shapes on social
media. This is concerning as it suggests that social media may have a negative
impact on participant’s body image and self-esteem.

More than three-fifths of the participants reported feeling anxiety or

stress while using social media platforms, with 17.8% reporting feeling this
often. This indicates that social media use may have negative mental health
effects on some individuals.

How often do you use social media while studying or doing homework?

26.7% of the participants reported always using social media while studying or
doing homework, 31.1% reported often, and 35.6% reported sometimes. Only
a few reported rarely, and no one reported never.

Have you ever procrastinated on academic work because of social media use?

21
 75.6% of the participants reported yes, while only 26.8% reported no.
This indicates that social media use can lead to procrastination and negatively
impact academic work.

Do you feel that social media use has affected your ability to concentrate on academic tasks?

47.7% of the participants reported yes sometimes, 34.1% reported yes

often, 9.1% reported no rarely, and 9.1% reported no never. This indicates that
a majority of participants feel that social media use can affect their ability to

22

concentrate on academic tasks, with a significant proportion reporting that it

happens often.
 Have you noticed a decline in your academic performance since you started using social
media?

46.5% of the participants reported yes, a slight decline, 23.3% reported

yes, a significant decline, and 30.2% reported no change. This indicates that
social media use can have a negative impact on academic performance for
some individuals.

4.2. Discussion of the Findings:

It is clear that social media is an outstanding aspect of daily life for many
young people. The most frequently used social media platforms among
respondents were Facebook and Instagram. Additionally, a significant portion
of respondents reported using social media multiple times per day, indicating
that it has become an integral part of their daily routine. Due to social media's
quick connectivity and communication, young people can stay in touch with
their friends, family, and peers no matter their location or time zone. Social
media also offers a stage for the development of one's identity, self-

23

expression, and online communities. It keeps young people informed and

involved by providing news, information, and entertainment. Last but not least,
young people's persistent use of social media is motivated by their dread of
missing out on social gatherings and activities.

When it comes to the impact of social media on individuals and

Moroccan society in general, opinions are divided. While a significant number
of respondents felt that social media had a positive impact on their lives, many
others felt that it had a negative impact, particularly in terms of its effects on
mental health. Youth who use social media excessively are more likely to
experience loneliness, depression, anxiety, and low self-esteem. Some of the
factors that lead to these detrimental impacts are exposure to unrealistic
beauty standards, cyberbullying, and comparison with idealized
representations of others' lives. Twenge, Joiner, Rogers, and Martin (2018)
discovered a statistically significant link between adolescent social media use
and an increase in indicators of depression. According to another study by
Odgers et al. (2019), youth who use social media more frequently are more
likely to experience social disengagement, anxiety, and depression. These
results underline the need for more research and awareness of the possible
harm that social media may do to the mental well-being of young people.
Respondents were also split on the impact of social media on Moroccan
culture and society, with some feeling that it had a positive impact on culture
and others feeling that it had a negative impact.

Social media's impact on relationships was also an important theme in

the data. While some respondents felt that social media had improved
communication with friends and family, others reported experiencing conflicts
or misunderstandings due to social media. Furthermore, social media's
potential for bringing about positive change in society was a topic of
discussion, with a strongly agreeing that social media has this power. Social
media platforms have been crucial in promoting social activism, spreading

24

public awareness of significant social issues, and inspiring groups of people to

take action together. For instance, social media platforms like Twitter and
Facebook helped fuel the Arab Spring upheavals in 2010 and 2011, allowing
protesters to organize and express their demands for political change (Howard
et al., 2011). Furthermore, Bastani and Bahrami's research (2019) demonstrates
how social media platforms provide voice to marginalized communities,
empowering people to speak out for their rights, share their stories, and
challenge existing systems of power. According to Kaplan and Haenlein (2010),
social media has been essential in mobilizing funds and support for
humanitarian causes and relief operations in the wake of natural disasters.
These findings show how social media can act as a catalyst for positive change

The data indicated that social media can have negative effects on
academic performance. A majority of respondents reported using social media
while studying or doing homework, and many reported procrastinating on
academic work because of social media use. Additionally, a significant
proportion of respondents reported feeling that social media use had affected
their ability to concentrate on academic tasks, and a substantial number
reported experiencing a decline in academic performance since starting to use
social media. Along with our study, many other studies have indicated that the
excessive use of social media platforms often leads to procrastination on
academic tasks and negatively impacts students' academic performance. For
instance, a study conducted by Junco and Cotten (2012) found that higher
levels of Facebook use were associated with increased academic
procrastination among college students. Similarly, a study by Kirschner and
Karpinski (2010) revealed that students who reported higher levels of
Facebook use also reported higher levels of academic procrastination.
Moreover, Junco, Roberts, and Loken (2011) highlighted that the use of social
media while studying or completing academic tasks was significantly related to
higher levels of academic procrastination. The constant distractions,
notifications, and social interactions on social media platforms divert students'

25

attention away from their academic responsibilities and lead to delays in

completing tasks.

These studies emphasize the detrimental impact of social media use on

academic procrastination. It is crucial for students to be aware of these effects
and develop strategies to manage their social media use effectively in order to
prioritize their academic responsibilities

Overall, based on the collected data, we can assure that while social
media can have positive effects on individuals and society in Agadir city, it can
also have negative effects, particularly in terms of mental health and academic
performance. As social media continues to play an increasingly important role
in our daily lives, it is important to consider how we can harness its positive
potential while mitigating its negative effects. This might include strategies
such as limiting social media use during academic work or promoting positive
social media behaviors that prioritize mental health and well-being.

5. General Conclusion:

The research has examined the impact of social media platforms on

youth culture in Agadir, Morocco, with a specific focus on the effects on their
mental health, academic performance and motivation. The findings suggest
that social media platforms have become an essential part of daily life for
youth in Agadir, with Facebook, Instagram, and TikTok being the most widely
used platforms. While social media has brought many benefits, such as
improving communication and providing opportunities for activism, it has also
had negative effects on academic performance and motivation. The results
indicate that social media use is a significant source of distraction, leading to
procrastination and reduced concentration during academic tasks.
Additionally, the pressure to present a certain image on social media and
exposure to unrealistic body images has contributed to body dissatisfaction
and anxiety among youth in Agadir.

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5.1. Limitations:

While this research provides valuable insights into the impact of social
media on youth culture in Agadir, there are some limitations to the study. One
of the limitations is time constraints, lack of material resources and the small
sample size, which may not be representative of the wider population of
Moroccan youth. Additionally, the study relied on self-reported data, which
may be subject to social desirability bias. Finally, the study only focused on
youth in Agadir, and the findings may not be generalizable to other regions in
Morocco.

5.2. Recommendations for future research:

Based on the findings and limitations of this study, it is recommended

that future research on the impact of social media on youth culture in
Morocco should use a larger and more diverse sample size, including youth
from different regions of the country. Additionally, future research could use a
mixed-methods approach, combining quantitative surveys with qualitative
interviews to provide a more comprehensive understanding of the experiences
and perspectives of Moroccan youth regarding social media use. Finally, future
research should examine the role of parents, teachers, and educational
institutions in mitigating the negative effects of social media on academic
performance and motivation among Moroccan youth.

27
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