Public Relations Implications of Facebook Users’ Perceptions of the Osu Caste System in Igboland

Abstract

This study, Public Relations Implications of Facebook Users’ Perceptions on the Perennial Osu Caste System in Igboland, examined the enduring influence of the Osu caste system on marriage practices and social dynamics, alongside reactions and discussions on Facebook. Grounded in Networked Publics Theory, the research utilised a qualitative design, employing critical discourse and frame analyses on 20 responses selected through a census approach. Findings revealed three key insights: the persistent influence of Osu caste system on discrimination and exclusion, the emergence of Facebook as a powerful tool for challenging traditional norms, and a dichotomy between theological and egalitarian arguments versus traditional practices. Recommendations include enforcing anti-discrimination legislation, leveraging social media for advocacy, and promoting theological narratives of unity. The conclusion highlights the dual forces of tradition and modernity, with interpretive journalism and social media advocacy poised to redefine societal norms and pave the way for an inclusive Igbo society.