NJOMACS

This study investigates the influence of Facebook algorithms on public opinion formation among university lecturers in Offa, Kwara State. It explores how algorithmic curation affects lecturers’ exposure to political information and the extent to which their beliefs and awareness of algorithmic processes shape their opinions. Grounded in Priming Theory, the study adopts a quantitative survey design, engaging the entire population of 129 lecturers to ensure comprehensive representation. Findings reveal that lecturers are active users of Facebook and other social media platforms, demonstrating high awareness of how algorithms personalize content based on their engagement patterns. However, this awareness does not always result in critical consumption of information, as pre-existing beliefs remain the most significant determinant of political opinion formation. The study further finds that Facebook’s algorithmic filtering reinforces belief consistent content, potentially limiting exposure to diverse perspectives and fostering echo chambers. It concludes that while Facebook enhances connectivity and access to information, its algorithmic structure subtly shapes political discourse within academic circles. The study recommends that higher education institutions incorporate digital and algorithmic literacy programs to foster critical engagement with online content and encourage exposure to diverse political viewpoints, thereby strengthening democratic participation and informed opinion formation among lecturers.