Social Media and Value Orientations: A Study of Cultural and Moral Associations among University Students in Al Ain, UAE

Mastur Rehim, Ouassila Yaiche, Nora Guenifa and Mariam Sultan AlShamsi

Studies in Media and Communication, 2026, vol. 14, issue 2, 89-101

Abstract: This study investigates the perceived associations between social media use and cultural, religious, social, and economic value orientations among university students in Al Ain, United Arab Emirates, using a descriptive quantitative survey design. Grounded in Inglehart's Modernization Theory, the research examines how exposure to global digital content is perceived to relate to students' value orientations within a rapidly modernizing Gulf society. A structured questionnaire consisting of 40 items distributed across four value domains was administered to a randomly selected sample of 105 students during the 2023–2024 academic year. Data were analyzed using descriptive statistics and inferential tests to identify overall patterns and demographic differences. Validity and reliability analyses confirmed strong internal consistency (Cronbach's a = 0.89). The findings indicate a moderate overall perceived association between social media use and value orientations (M = 3.84), with cultural and economic values showing stronger perceived associations, while social and religious values demonstrated greater stability. Significant differences were identified according to gender, academic level, and daily social media use. The results suggest that social media functions as a space for perceived moral and cultural negotiation rather than a direct driver of value change, highlighting the importance of educational and policy interventions that promote critical digital engagement while safeguarding local and religious values in the Emirati context.

Date: 2026
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