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Of a Generation Defined by Likes and Insults

Femi Akintunde-Johnson
The internet has fundamentally reshaped human interaction. In the span of two decades, it has transformed how we communicate, learn, and entertain ourselves. While this digital revolution has democratized access to information and amplified voices previously unheard, it has also brought with it a flood of troubling trends. Among these is the nature of entertainment in the social media era, which often leaves us questioning the moral and intellectual trajectory of our society.
Scroll through any Nigerian social media platform – TikTok, Instagram, or Facebook – and you will be met with an avalanche of videos, memes, and skits. The quantity is overwhelming, and the quality often raises eyebrows. Themes of materialism, shallow romantic expectations, and casual cruelty dominate. What should be a celebration of creativity has, in many cases, become a breeding ground for toxic values and behaviours.
Take, for instance, the blind date skits that have taken social media by storm. These videos typically feature young men and women meeting for the first time, with the supposed aim of finding love. What unfolds, however, is rarely romantic. Instead, these encounters devolve into showcases of judgment, entitlement, and verbal warfare.
Consider a clip from mid-2023, where a blindfolded young man brazenly declared his preference for “tall, slim, and sexy women with large backsides.” His female counterpart was equally blunt, outlining her desire for a man who was “tall, wealthy, and physically mature.” The moment they saw one another, mutual disappointment was palpable. He rated her “3 out of 10”, dismissing her as too “stressful” because of her physique. She, in turn, gave him “1 over 10”, deriding his choice of footwear and mocking his financial status.
This scenario is not an isolated incident. It is part of a larger trend where human beings are reduced to their physical and financial attributes, with no room for nuance or depth. In another skit, a young woman, when asked about her ideal man, explicitly stated that a “Yahoo boy” (internet fraudster) would be acceptable, so long as he was wealthy. Her date, visibly appalled, declared he wanted a “wife material”, not a “street girl”. The ensuing argument garnered millions of views, with commentators picking sides in a debate that should never have existed in the first place.
These skits, while entertaining on the surface, reveal a deeper malaise. They perpetuate a transactional view of relationships, where love and commitment take a back seat to physical attraction and financial gain. What is perhaps most alarming is the sheer popularity of this content. Videos of this nature frequently amass millions of views and generate thousands of comments, suggesting that they resonate with a significant portion of the population.
The implications are dire, particularly for younger audiences. Social media has become a primary source of information and influence for many Nigerian youths. What happens when they internalize the values depicted in these skits? When they come to believe that worth is measured in currency, that love is a competition, and that insults are an acceptable form of communication?
But the blind date skits are only one piece of the puzzle. Other forms of social media content paint an equally troubling picture. Consider the rise of “Sugar Mummy” and “Sugar Daddy” narratives, where relationships are explicitly framed as financial transactions. In one particularly notorious skit, a wealthy older woman berated a younger man for failing to meet her expectations, despite having “invested” in him. She concluded the encounter by offering cash to the host, instructing him to find her a more suitable partner.
These narratives are not just entertainment; they are reflections of societal values. They reveal a culture increasingly obsessed with wealth and appearance, to the detriment of integrity and mutual respect.
One might argue that this trend is simply a symptom of the times. After all, Nigeria is a country grappling with economic instability, high unemployment, and a widening wealth gap. In such an environment, it is perhaps inevitable that materialism would take root. Yet, to accept this as the norm is to surrender to cynicism.
Historically, Nigerians have always found ways to rise above adversity. Our comedians have turned hardship into humour, our musicians have transformed pain into poetry, and our writers have captured the essence of the human spirit in the face of overwhelming odds. Why, then, should we settle for content that degrades rather than uplifts?
The blame, it must be said, does not rest solely with content creators. Social media platforms themselves are complicit. Their algorithms prioritize engagement above all else, rewarding content that provokes strong reactions – whether laughter, anger, or outrage. This creates a feedback loop where creators feel compelled to push boundaries, often at the expense of decency and quality.
However, the audience is not without fault. By liking, sharing, and commenting on this content, we validate its existence. We send a message to creators that this is what we want, and they respond accordingly. If we are to change the narrative, we must first change our own behaviour.
The role of traditional gatekeepers – families, schools, and religious institutions – also warrants scrutiny. These institutions have historically been tasked with instilling values and shaping character. Yet, their influence appears to be waning in the face of social media’s growing dominance. Parents, for example, are often unaware of the content their children consume online. Schools, overwhelmed by larger systemic issues, struggle to provide guidance on digital literacy. Religious leaders, though vocal on many issues, have yet to address the moral implications of social media culture in a meaningful way.
So, where do we go from here? How do we reclaim the internet as a space for positive engagement and meaningful connection? The answers are neither simple nor immediate. They require a collective effort, involving creators, platforms, audiences, and traditional institutions.
Creators must be encouraged to produce content that entertains without degrading. Platforms must be held accountable for the impact of their algorithms. Audiences must become more discerning, choosing to support content that aligns with their values. And traditional institutions must adapt to the digital age, finding new ways to impart wisdom and guidance.
In the end, the internet is a mirror, reflecting not just our creativity but also our flaws. If we are to emerge from this period stronger, we must take a hard look at what we consume and why. The world may laugh at our blind date skits and viral memes, but we must ask ourselves: Are we laughing with them, or at ourselves?