EXPOSURE TO VIOLENT CONTENT ON FACEBOOK, INSTAGRAM, AND YOUTUBE AND ITS ASSOCIATION WITH VIOLENCE ACCEPTANCE AND INTENTIONS TO IMITATE VIOLENT BEHAVIORS AMONG ADOLESCENTS AND YOUNG ADULTS: A CROSS-SECTIONAL STUDY

Abstract

Background: The rapid expansion of social media has substantially increased adolescents' and young adults' exposure to violent digital content. Repeated exposure to such content may influence behavioural attitudes by increasing violence acceptance and encouraging imitation of aggressive behaviours. However, evidence from India examining these associations remains limited. Objectives: To assess the exposure to violent content on Facebook, Instagram, and YouTube and determine its association with violence acceptance and intentions to imitate violent behaviours among adolescents and young adults in Chengalpattu district, Tamil Nadu. Methods: A community-based analytical cross-sectional study was conducted among 1,000 adolescents and young adults aged 15–24 years using multistage stratified random sampling. Data were collected using a structured questionnaire assessing sociodemographic characteristics, social media usage patterns, exposure to violent content, violence acceptance, and imitative behavioural intentions. Descriptive statistics, Chi-square test, independent t-test, logistic regression analysis, and adjusted odds ratios (AORs) with 95% confidence intervals were calculated using SPSS version 29. Statistical significance was considered at p<0.05. Results: Instagram was the most frequently used social media platform (42.0%), followed by YouTube (33.5%) and Facebook (24.5%). Overall, 41.2% of participants reported frequent exposure to violent social media content, while 34.1% demonstrated high violence acceptance. Violence acceptance was significantly higher among rural participants (39.1% vs. 30.0%), males (41.8% vs. 26.7%), and participants exposed to violent content on four or more days per week (53.6% vs. 20.4%; p<0.001). Frequent exposure independently predicted high violence acceptance (AOR=3.58; 95% CI: 2.61 4.91) and high imitative intent (AOR=2.96; 95% CI: 2.16–4.06). Participants with daily screen time exceeding six hours also demonstrated significantly greater imitative intent (AOR=1.87; 95% CI: 1.31–2.67). Violence acceptance emerged as the strongest independent predictor of imitative intent (AOR=4.11; 95% CI: 3.01–5.60). Conclusion: Frequent exposure to violent content on social media is significantly associated with increased violence acceptance and intentions to imitate violent behaviours among adolescents and young adults. The findings highlight the importance of content-specific digital health interventions, media literacy education, parental guidance, and responsible regulation of violent online content to promote safer digital environments and reduce the behavioural impact of harmful social media exposure. Future longitudinal studies are recommended to establish causal relationships and inform evidence based public health strategies.