Digital Narratives and Gender Perceptions: An Analysis of Social Media Influence among First-year College Students

Abstract

Background: Social media plays a significant role in shaping young adults’ perceptions of gender roles, identity, and societal expectations. Among first-year college students, digital narratives influence attitudes, behaviors, and interpersonal relationships during an important stage of personal and social development. Aims: This study examined the influence of social media on gender awareness among first-year college students in Tabuk City, Philippines. Study Design: Descriptive quantitative research design. Place and Duration of Study: Kalinga State University (Bulanao, Dagupan, and Rizal campuses), Academic Year 2024–2025. Methodology: A total of 184 first-year college students participated in the study. Data were collected using a structured questionnaire adapted from established gender awareness and media frameworks. Descriptive statistics (weighted mean) and inferential statistics (ANOVA) were used to analyze the data. Results: Findings revealed a moderate level of social media use (M = 3.29), moderate influence on gender awareness (M = 3.39), and moderate impact (M = 3.31). No significant differences were found based on sex (P = .817; P = .902), while significant differences emerged across school affiliations (P = .026), indicating institutional influence. Social media was identified as both a source of gender-related information and a reinforcer of stereotypes. Conclusion: Social media plays a dual role in shaping gender awareness. Integrating gender-sensitive digital literacy programs is essential to enhance critical media engagement among students.