Perception of Pranks on Social Media: Clout-Lighting

Yosra Jarrar 1 * , Ayodeji Awobamise 2, Sheila Nnabuife 3, Gabriel E. Nweke 3

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The development of the internet and social media has created new opportunities for using pranks as disguised means of generating clicks and social media engagement by social media users. As a means of humor, a prank has formed one of the major contents of social media landscape purposively designed to draw public attention to perpetrators’ walls and to generate comments in a social media driven economy of pay-per-click/view. This study aims to examine the reasons people carry out pranks against their intimate partners and to also find out if there is a relationship between self-esteem and the tendency to carry out pranks against ones intimate partner and to share such videos online. The study revealed that social media use, age, gender and the partners’ self-esteem predict the tendency for pranks among romantic partners in a relationship and that that pranks decrease the level of satisfaction in relationship among partners.


social media pranks self-esteem clout-lighting


This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

Online Journal of Communication and Media Technologies, Volume 10, Issue 1, January 2020, Article No: e202001

Published Online: 11 Nov 2019

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Article Downloads: 1365

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