NJOMACS

This paper examines sociocultural and health-related consequences of social media platforms in Afrobeat dance challenges among young adults in Ado-Ekiti, Nigeria. With access to digital platforms like TikTok, Instagram, and YouTube, Afrobeat dance has become more than entertainment as it can be an active process of self-identification, communicating, and possibly engaging in health-oriented practices. The study was anchored on Self-Determination Theory (SDT) and Uses and Gratifications Theory (UGT) to explore the motives, health messaging recognition, and the cultural implications of such viral dance trends among the participants. Relying on purposively selected participants and qualitative in-depth interviews with sixty (60) members (students, social media influencers, health personnel, and content creators), the findings were analysed thematically. The study found that participation in Afrobeat dance challenges is motivated partly by intrinsic factors (fun, cultural pride, emotional release) and partly by extrinsic factors (recognition, branding, peer approval). The study concludes that cultural specifically-relevant dance content, which is combined with perceivable and interesting health messaging can enhance wellness among the youth. It recommends that partnerships between the health organisations and the creators of the content to incorporate solid health-promoting messages into the Afrobeat dance challenge in youth-appealing forms to motivate youth for health messaging behaviours.