INFLUENCE OF EXPOSURE TO JAPA CONTENTS ON INSTAGRAM ON MIGRATION INTENTIONS AMONG NORTHERN NIGERIAN YOUTHS

Abstract

The surge in youth migration intentions in Nigeria, popularly dubbed “JAPA,” has increasingly been shaped by digital platforms. Hence, this study explores how Instagram content contributes to migration aspirations and decisions among Northern Nigerian youths. Grounded in Social Cognitive Theory and framed within development communication discourse, the study highlights Instagram as a powerful communication space where migration is glamorised through aspirational storytelling, memes, and peer-influenced narratives. Using a survey of 400 respondents aged 18–35 from Northern Nigeria, the study investigates exposure levels, content types, perceptions, and the perceived influence of Instagram’s migration-related content. Findings show that while frequency of exposure influences migration intention, perception of the content plays a more significant role in shaping decisions. Moreover, the glamorisation of migration, often devoid of real risks and challenges, may lead to uninformed or idealised aspirations. These insights stress the urgent need for strategic media literacy campaigns and responsible storytelling on digital platforms. Thus, this paper contributes to the discourse on development communication by interrogating how digital narratives shape youth agency, risk perception, and decision-making. It argues that empowering youth through critical engagement with media content is vital for promoting informed decisions and sustainable societal development.