THE TIKTOK PHENOMENON AND AFRICAN CORE VALUES: EXPLORING THE IMPLICATIONS FOR HIGH SCHOOL STUDENTS IN CAMEROON

The proliferation of social media platforms, particularly TikTok, has transformed the way high school students in Africa interact, communicate, and express themselves. However, concerns have been raised about the potential impact of TikTok on the safeguarding of African core values among this demographic. This study explores the implications of TikTok on the preservation of African core values, including respect for elders, community, and tradition, among high school students in Cameroon. The aim of this study is to investigate the implications of TikTok use on the safeguarding of African core values among high school students, with a view to understanding the impact of social media on the preservation of cultural identity and values in Cameroon. The study was anchored: Marshall mcluhan’s Technology Determinism Theory (1964). The concurrent mixed-methods research approach specifically the concurrent triangulation design was adopted for the study. The population of the study comprised of higher school students, teachers and parents in Mefou et Akono and Mefou et Afamba Division of the Center Region of Cameroon. The sample population for the study was made up of 1035 high school students, 14 teachers and 14 parents. The purposive and simple random sampling techniques were adopted. The instruments used for data collection were a questionnaire (closed and open-ended questions) for students and an interview guide for teachers and parents. The findings indicate that 51.8% of the students disagreed to the fact that Tiktok positively influence African core values among High school students in Mefou et Afamba and Mefou et Akono of the Center Region of Cameroon while 48.2% agreed Tiktok influence African core values among High school students. The study's implications are far-reaching, emphasizing the need for educators, policymakers, and parents to be aware of the potential risks of TikTok on African core values and to develop strategies to mitigate these effects. Ultimately, this research contributes to the ongoing debate about the impact of social media on cultural values and identity in Cameroon. The hypothetical statistics showed that Tiktok significantly affects African core values among High school students in Mefou et Afamba and Mefou et Akono of the Center Region of Cameroon (Chi-Square = 552.270, R-Square Value = 0.421, p-value < 0.000 < 0.05). The R-Square Value of 0.421 value implies that the more students use Tiktok the more African core values among High school students is affected as supported with an explanatory power of 42.1% (Nagelkerke statistics= 0.421). Thus, the null hypothesis was rejected while the alternative hypothesis which states Tiktok significantly affects African core values among High school students in Mefou et Afamba and Mefou et Akono of the Center Region of Cameroon was accepted. The researcher recommended that stakeholders, including educators, parents, and policymakers, adopt a balanced approach to managing TikTok's influence on African core values among high school students. Educational programs should be developed to enhance media literacy, helping students critically assess the content they engage with on platforms like TikTok. This will empower them to navigate modern influences while preserving traditional values such as respect for elders and communalism.