The Role of Social Media Networks in Influencing Public Opinion and Promoting National Values in Jordanian Society: Facebook as a Model

Abstract

Social media has emerged as the most influential communication tool, playing a critical role in shaping public opinion and fostering national values. This is particularly evident among young individuals, who constitute the primary demographic of social media users worldwide (Al-Khazaleh & Al-Khresha, 2023). Jordan is recognized as one of the most active countries in social media usage, with a high percentage of its population engaging on digital platforms for news consumption, political discussions, and social interactions (Arab Social Media Report, 2023).

This study examines the impact of social media—specifically Facebook—as a platform for influencing public opinion and reinforcing national values in Jordanian society. A qualitative research approach was adopted, utilizing semi-structured interviews conducted with six Facebook users from Middle East University in Jordan. The findings revealed that Facebook is the most widely used and preferred platform in Jordan, with its accessibility and interactive features significantly shaping political awareness, civic engagement, and cultural discourse (Hammad & Saleh, 2022). Additionally, participants acknowledged that Facebook plays a pivotal role in promoting national identity and values, as it serves as a medium for discussions on social cohesion, governmental policies, and Jordanian heritage (Alsoud & Alshaikh, 2022).

Despite its positive influence, concerns remain regarding the spread of misinformation, online polarization, and the potential for digital echo chambers to limit diverse viewpoints. Thus, understanding the dual impact of social media—both constructive and disruptive—on public opinion and national values is essential for developing digital literacy programs and regulatory measures (Alrawashdeh et al., 2023).