Author
Okoye Jacinta Ogochukwu
Abstract
African Traditional Medicine (ATM) remains an important part
of healthcare in Africa, especially in areas where modern
medical services are limited. However, the rise of social media
has changed how young people learn about and understand
ATM. This study examines how social media influences youth
perceptions of African Traditional Medicine in contemporary
Africa.Using a qualitative approach based on literature review,
the study explores how platforms such as Facebook,
WhatsApp,TikTok, Instagram and YouTube shape young
people’s knowledge, attitudes and trust toward ATM. The
findịngs show that social media has both positive and negative
effects. On the positive side, it increases awareness, promotes
cultural identity and helps preserve indịgenous knowledge by
making traditional practices more visible and relatable to young
people. On the negative side, social media also spreads
misinformation, promotes unverified herbal remedies and creates
confusion about the safety and effectiveness of ATM. Many
young people find it difficult to distinguish between reliable and
unreliable health information, which can affect their health
decisions. Trust is also influenced by relatability, as youth tend
to believe information shared by peers and influencers more th
an that from formal health institutions. Overall, the study
concludes that social media plays a dual role in shaping youth
perceptions of ATM While it supports cultural revival and access to knowledge; it also presents risks due to misinformation and
lack of regulation. The study recommends better regulation of
online health information, integration of traditional medicine into
formal healthcare systems and the promotion of accurate,
culturally relevant health communication to guide young people
toward safe and informed decisions.
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