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All Journal Feedback International Journal of Communication
Nkalubo, Hakim
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Languange, Linguistic, Communication & Media Social Sciences

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TikTok's Influence on Marriage and Relationship Attitudes among Young Adults in Urban Kampala Cherukut, Petra; Nkalubo, Hakim; O. Ifelebuegu, Augustine
Feedback International Journal of Communication Vol. 2 No. 3 (2025): September 2025
Publisher : PT Agung Media Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62569/fijc.v2i3.209

Abstract

This study examines how TikTok content about marriage and relationships influences the perceptions of young adults in urban Kampala, Uganda. Drawing on Cultivation Theory, the research explores the ways social media narratives shape relational attitudes in a rapidly digitising society. A qualitative case study design was employed with forty purposively selected participants (20 men and 20 women, aged 18–35). Data were collected through semi-structured interviews and focus group discussions, and analysed thematically. The analysis revealed that TikTok communicates recurring messages highlighting open communication, shared responsibility, gender collaboration, and support for single parenthood. At the same time, the platform often presents glamorised and unrealistic portrayals of marriage and intimate life. Participants found these messages both empowering and problematic: they encouraged collaboration and offered practical advice, but also promoted unrealistic expectations, trend-driven pressures, and discouraging images of marital life. The findings suggest that TikTok functions as a dual-edged cultural tool. It provides valuable relational lessons while simultaneously glamorising and normalising idealised or dysfunctional dynamics. The study highlights the need for media literacy initiatives to enable young people in Uganda to critically evaluate digital ideals of relationships within their cultural context.
Disciplining the Algorithm: Undergraduate TikTok Use and Creative Digital Agency at Victoria University, Kampala Nkalubo, Hakim; Ifelebuegu, Augustine Osamor; Cherukut, Perpetua
Feedback International Journal of Communication Vol. 3 No. 1 (2026): March 2026
Publisher : PT Agung Media Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62569/fijc.v3i1.247

Abstract

As TikTok becomes a dominant global platform, concerns regarding its impact on higher education have increased. This study explores the intersection of TikTok usage, study habits, and academic performance among undergraduates at Victoria University, Kampala. It moves beyond the distraction critique to examine the role of Creative Digital Agency (CDA) in student engagement. A quantitative cross-sectional survey was conducted with a stratified random sample of 100 students across five faculties. Data were collected using the Palsane and Sharma Study Habits Inventory (PSSHI) and an Academic Performance Scale (APS). Analysis was performed in SPSS using descriptive statistics, Pearson correlation, and multiple linear regression. Findings show that TikTok use is widespread (65% regular users), yet intensive use is rare, with 58% spending less than one hour daily. No significant correlation was found between TikTok use and GPA (r = -0.095, p = 0.347) or study habits (r = 0.073, p = 0.471). Crucially, 51.3% of students utilized TikTok for academic learning, and 48.7% reported enhanced creativity. The results suggest that students at Victoria University effectively manage their digital behaviors through CDA, balancing entertainment with academic responsibilities. The study concludes that TikTok serves as a dual-purpose tool both recreational and instructional and does not inherently degrade academic performance. Universities should therefore focus on fostering digital agency rather than implementing restrictive social media policies.
Co-Authors Cherukut, Perpetua Cherukut, Petra Ifelebuegu, Augustine Osamor O. Ifelebuegu, Augustine