University Students' Perceptions of Media Influence on Social Values and Behaviour: A Qualitative Study in Jeddah

Abstract

This study aimed to investigate students' perceptions of the media’s role in shaping their social values and behavior. This study considers both traditional and digital forms of media. Media is deemed a socialization agent and therefore, can have an influence on younger students who are still developing and finding their identity. A qualitative approach was employed, with twenty-six students (below the age of twenty-five) participating successfully. The findings of the data analysis show that most students agree that the media plays both positive and negative roles in values and behavior. On the positive side, for instance, students can learn new concepts and be motivated to engage in social causes through media mobilization. Yet, the media can be negative if overused and if users begin to imitate and adopt cultures that go contrary to their local values and cultures. The phenomenon of social media influencers and celebrities was of particular concern since there was a negative perception concerning characters and lifestyles. The media was also linked to some form of control through content prioritization, the spread of global and mainstream culture, and diminished mental health.    Received: 04 April 2026 / Accepted: 13 August 2026 / Published: September  2026