IMPACT OF WESTERN TELEVISION PROGRAMMES ON THE CULTURAL VALUES OF NIGERIAN YOUTHS

IMPACT OF WESTERN TELEVISION PROGRAMMES ON THE CULTURAL VALUES OF NIGERIAN YOUTHS
IMPACT OF WESTERN TELEVISION PROGRAMMES ON THE CULTURAL VALUES OF NIGERIAN YOUTHS

IMPACT OF WESTERN TELEVISION PROGRAMMES ON THE CULTURAL VALUES OF NIGERIAN YOUTHS

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TABLE OF CONTENTS

 

CHAPTER ONE 

INTRODUCTION

1.1 Background to the Study

1.2 Statement of the Problem

1.3 Objective of the Study

1.4 Research Questions

 

1.5 Significance of the Study

1.6 Delimitation of the Study

1.7 Laminations of the Study

1.7 Definitions of Terms

CHAPTER TWO – LITERATURE REVIEW

 

CHAPTER THREE

RESEARCH METHODOLOGY

3.1     Research Design

3.2     Population of the Study

 

3.3     Area of Study

3.4     Sample Method and Procedure

3.5     Method of Data Collection/Study Instrument

3.6     Method of Data Analysis

CHAPTER FOUR 

RESULT AND DISCUSSION OF FINDINGS

4.1     Data Presentation

4.2     Data Analysis

 

CHAPTER FIVE 

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1     Summary

5.2     Conclusion

5.3     Recommendation

References

Appendix

 

ABSTRACT

This study examined the Impact of Western Culture on the Nigerian society as its affect the promulgation and recognition of Nigerian culture with particular reference to the Western Television Programmes on “Nigerian Youths”. No doubt, youths in general are vital instruments of the society that could be used to promote African culture.

The researcher adopts survey and interprets research methodologies and scholarly present issues involved in the study. Conclusively, the study ended by recommending the way forward, towards the restoration and promotion of African culture as it affects the Nigerian Youths in particular. To this end, the researcher recommend that Nigerian government should pay more attention to the promotion of positive Nigerian culture through television programmes as such action will encourage the youths to develop more interest in promoting and preserving the positive aspect of the Nigerian.   

 

CHAPTER ONE

INTRODUCTION

1.1     Background to the Study

Without a doubt, television is an important medium  of communication in the 21st century  and  is  used  for  several  reasons  including  information  acquisition,  education, preservation  of cultural heritage, surveillance of the society,  and entertainment as it provides millions with a constant stream of free  leisure strategies and opportunities; family matters; messages about peers,  relationships, gender, sex, violence, religion, food, values and cloths just  to mention a few.

 

In fact, besides (maybe) sleeping, a study by the Kaiser Family Foundation  (KFF, 2010) revealed  that youths spend  more  time  with media than with any other activity.

For  instance,  mass  media,  with  emphasis  on television,  play  a  vital  role  in  the  lives  of  the people especially youth’ in the society. Furthermore, they are tools  for  news,  information,  promotion,  and  a platform for sharing ideas. Thus, they have a unique capability to dramatize, to focus, and to reinforce and  more  importantly,  to  ensure  that  people participate  in  a  process  called  bottom-up communication.

 

Not  only  that,  but  the  mass media  also  contribute  to  the  dissemination  of information and popularization of practices that all  add  up  to  the  cultural  heritage  of  a  nation. Moreover, television  broadcasting  can  be  one  enormous factor  in  our  environment  that  influences decisions  and  acts  to  inspire  the  youth.  It  is noteworthy that not all messages that the media project,  though,  are  not  at  all  positive.  (John, Akarika   &   Kieran,   2017).

The general lifestyles of youth can be encapsulated in the way they dress, talk, relate sexually and the type of music they listen among others. Apuke (2016) asserts that sociologically, one significant aspect  of  the  lifestyle  of  an  average  Nigerian youth is their dressing patterns.

 

IMPACT OF WESTERN TELEVISION PROGRAMMES ON THE CULTURAL VALUES OF NIGERIAN YOUTHS

Western programmes, according to Justus Barnes, is a genre of various parts, such as comics, fiction, film, games, radios and television. Westerners are devoted to telling stories set primarily in the latter half of the 19th century in the American Old West, hence the name.

Many feature American Indian bandits, cowboys, lawmen, outlaws and soldiers. Some are set in the American colonial era.

The last ten years have witness privatization and commercialization of the broadcast media. It has witnessed the most pervasive period of foreign television progreamme and films into Nigeria. The foreign television progrmammes states and Western Europe and even when they are not from these places as the case with soap operas from Mexico, they are only local variations of international capitalism.

 

In Nigeria as exemplified by trends in Enugu metropolis where, western exports of television entertainment shown in NTA Enugu, ESBSTV, Miniaj Systems Channels, MGM, Cartoon Network, CNN International, TNT Classical Movies ESPN- (Expanded Sports Programme Network) channels provided by various satellite transmission separators as DSTV multi choice, music television, Euro sport etc.

Such programmes are, “Our Generation” is show on NTA Enugu while “Youth perspective” as shown on SEBS. The two programmes are presented by youth and are regrettably replete with music video of western origin dominated by rap stars as Big Rowland Kell, Sean Paul, 50 Cent etc.

It is believe that western television especially American Television exports is conscious/strategic. “Weapon” aimed at subduing the cultural valves of less developed countries.

 

Unarguably, Nigeria’s  cultural  heritages  have  been  watered down  by  Western  civilization.  Gone  were  the days where life was treasured and virtues were welcome and held with a high level of respect. As of then, parents hide their faces in shame when their daughters are found out to be non-virgin by their  husbands  in  wedlock.  The  notions  of chastity and virginity have been rendered absurd. The impact of western television programmes on the cultural values of Nigerian youths.

Furthermore, would  it  be  because  of programmes  on  Western  television  stations?  In response to this question, Akintayo and Adebola (2015) observe that all cultures have norms that regulate sexual relations between their members. Therefore, this study aimed to examine the impact of western television programmes on the cultural values of Nigerian youths.

 

1.2     Statement of the Problem

It is observed that the average Nigeria youths is eager to be associated with the developed nations, the Europe and North American. He/she “thinks” Western while earnestly hoping that one day he/she will be in the white world. Many Nigerian youths either talk or dress like Americans. They appear to see everything America western in a positive light at the expense of Local cultures, norms and values.

 

Nigeria university students have low set of brainwashed youths who think more of the transient and canal ideas of western cultures, rather than their own. This has led top increase in the rate of violence, rape, weird dressing, drug addiction. Furthermore, excessive desire for foreign products, sexual perversion unpatriotic. Also, burning desire to migrate to the U.S and Western European countries etc.

All of which have tremendous negative effects on our bid for national development. There is an erosion of cultural values, the imitation of western cultures. Especially, the American cultures, brainwashing Nigerian youths due to mode of dressing and manner of speaking etc. For the reasons, the researcher intends to discover the extent of damages caused by western television programmes to Nigerian culture and to proffer formed solution to these problems.

 

1.3     Objective of the Study

The general objective of this study was to:

(i)      To Examine why Nigerian youths expose themselves more to western Television Programmes.

(ii)     To find out why Nigerian youths identify with foreign movie stars as their role models more than local movie stars.

(iii)    To trace why Nigerian youths prefer western programmes to locally produced programmes.

 

1.4     Research Question

The following questions will serve as a guide to the study:

  1. Why do Nigerian Youths expose themselves more to western programmes than Nigerian prorgammes?
  2. Why do Nigerian youths identify more with local or foreign movie stars as their role models?
  3. Why do Nigerian youths prefer western programmes to locally produced programmes?

 

1.5     Significance of the Study

The study is very timely, especially today that all hands are on deck to enhance the development and the growth of Nigerian culture.

  • Firstly, it will enable the government and policy makers to put adequate measures in place to check the movement of western television programmes into Nigerian.
  • It will help remove the idea of imitating western cultures and ways of life from Nigeria.
  • It will also make Nigerian Youths appreciate and promote their cultural values.
  • It will equally encourage Nigerian Television programmes producers to project African values through programmes. The impact of western television programmes on the cultural values of Nigerian youths.

 

  • The study will help and empower the Nigerian youths to watch the western television programmes with a critical mind.
  • Future researchers will find this material as reference point where they can take a clue into the researcher related to this concept. Lastly, without doubt this research will contribute to the bulk material available into the academic field.

 

1.6     Delimitation of the Study

This research work titled “The Impact of Western Television Programmes on the Cultural Values of the Nigerian youths”. Since the research cannot talk about all the western television Programmes.

This study will therefore help on the negative aspect of these western television programmes while also promoting and reemphasizing the need for change.

 

     Definitions of Terms

  • Media: Media is operational in this study, which refers to television broadcast which are available to viewers in Nigeria.
  • Cultural Identity: In brief, cultural identity is operationally defined as those commonly shared socio-political interpretations and meaning related to the beliefs, norms values, attitudes, and behaviours within Nigerians.
  • Neo-Colonialism: In brief, this refers to nations of neocolonialism based on a policy and practice that have the effect of dominating the culture and affairs of less developed countries
  • Imperialism: The use of economy or political pressure by powerful countries to control or influence other countries.

 

Conclusion

In conclusion, the truth is that Western culture grossly affect Nigeria’s cultural heritage. Nigerians should learn how to broadcast programmes that will enhance and promote culture so that the society will know more of their culture and imbibe them.

Since this study has shown that, Nigeria’s fallen system of culture is as a result of the western television programmes, the government and the media should therefore work for a proper way to address this issue by stopping western television programmes with negative contents while promoting programmes that highlight positive values from the Nigerian culture.

 

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