The Influence of Mass Media and Social Networks on the Spread of Slang

Abstract

This study investigates the influence of mass media and social networks on the proliferation of youth slang. The theoretical framework integrates Rogers' (2003) diffusion of innovations theory and Bandura's (1977) social learning theory. Rogers' theory elucidates how an innovation, such as youth slang, diffuses through a social system, shaped by factors like relative advantage, compatibility, complexity, trialability, and observability. Bandura's theory explains how individuals acquire and adopt new behaviors through observation and imitation, emphasizing the role of environmental and social factors. Employing a qualitative approach, data will be collected from television programs, films, and social media platforms where youth slang is prevalent. NVivo 14 qualitative data analysis software will analyze the collected data to identify patterns, themes, and underlying mechanisms driving slang diffusion. The findings aim to provide insights into how mass media and social networks facilitate the spread of youth slang through observational learning, social influence, and the diffusion of linguistic innovations. By integrating th ese theoretical perspectives, the study seeks to contribute to the understanding of slang propagation dynamics in the digital era, informing efforts to address language evolution and promote effective intergenerational communication. An evaluation of the research process and potential solutions for mitigating negative impacts will be included.