TABLE OF CONTENTS
Cover
Page - - - - - - - - - i
Title
Page - - - - - - - - - ii
Approval
Page - - - - - - - - - iii
Dedication
- - - - - - - - - iv
Acknowledgement
- - - - - - - - v
Table
of Contents - - - - - - - - vi
Abstract
- - - - - - - - - vii
CHAPTER
INTRODUCTION
1.1 Background of the Study - - - - - 1
1.2 Statement of the Research Problem - - - - 2
1.3
Objective of the Study - - - - - - 3
1.4
Significance of the Study - - - - - 3
1.5 Research Question - - - - - - - 3
1.6
Research Hypothesis - - - - - - 4
1.7 Scope/Delimitation of the Study - - - - 4
1.8
Assumption of the Study - - - - - 4
1.9 Limitation of the Study - - - - - 5
1.10 Conceptional and Operational Definition - - - 5
CHAPTER TWO
LITERATURE REVIEW
2.1
Sources of Literature - - - - - - 6
2.2 Review of Relevant Literature - - - - - 6
2.3 Theoretical Framework - - - - - - 12
2.4 Summary of the Literature - - - - - 14
CHPATER THREE
METHODOLOGY
3.1
Research Design - - - - - - - 16
3.2 Area of the Study - - - - - - 16
3.3 Population of the Study - - - - - - 16
3.4 Research Sample and Sampling Technique - - 17
3.5 Instrument used for Data Collection - - - 17
3.6
Validity
of the Instrument - - - - - 18
3.7 Method of Collecting Data - - - - - 18
3.8
Method of Data Analysis - - - - - - 18
CHAPTER FOUR
4.1
Date Analysis and Presentation - - - - 39
4.2 Hypotheses Testing - - - - -- - - 47
4.3
Discussion of Findings - - - - - - 52
CHAPTER FIVE
5.1 Summary - - - - - - - - 58
5.2
Recommendation - - - - - - - 59
6.3 Conclusion - - - - - - -- - 61
6.4 Suggestion for further Studies - - - - 63
ABSTRACT
This study probes the impact which Tv
has on the cultural values of the
tackles the impact of western Tv programes on
students. The research posits that the current trends in cultural behaviour of
youths in
as observed among Caritas student
is significantly associated with their perception of western culture and
exposure to western Tv programmes. The assumption that foreign media content
has direct powerful effects is shared by optimistic modernization theory.
Lerner (1962)
(1964) Schramm (1964) and the later critical perspective of cultural and media
imperialism. McPhail (1981), (1984) Gerbuer (1977). The research applies the
theory of acculturation along with the culturation hypothesis. “Defluer and
Dennis 1991, Garbner 1977, Morgan 1991” explains that acculturation of Nigeria
youths take place as a result of exposure to western Tv which influence the
perception of Tv reality and alters self-image. From the review of related
literature, the following hypotheses emerged for testing HI: More exposure to
Tv will tend to identification of western television stars as models. H2: The
improvement of Local Tv movies industries will increase Nigerian youths’
preference for local Tv product. Research hypotheses 1 and 2 received
statistical support from the analysis of collected data using the survey
research method Recommendations to check the cultural genocide for further
research were preferred.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
This
study is on The Influence Of Western
Television Programmes On The Cultural Values Of
Nigerian Youths using Caritas University Students as a case study. The term culture has
been defined differently by different people. The different definitions
attached to culture are based on the differences in the orientation of the
people.
According
to Ekeh (1989), culture is construct used in an attempt to analyze and
integrate events and ideas in broad spectrum of areas of society. Jekayinka
(2002), states that from wider perspective, culture includes the total
repertoire of human action which are socially transmitted from generation to
generation. Obiora (2002), says the transformation of culture is gradual and
not sudden. He (2002), contends that culture is a continuous process of change.
It changes exactly the same way as the human being change. It is dynamic,
learned, acquired,
transmitted or diffused through contact or means of communication flow from
generation to another. The Nigerian
culture is observed to be fading out as a result of the acceptance and
adaptation of the modernist’s solution on to underdevelopment. One of such
theories which relates to this subtle method of assault international
communication is given by Lerner (1956).
In
his concept of “empathy”, Lerner states that the inhabitants of third world
nations must learn to empathize with the West
for modern transformation of their societies to be possible. Schramm (1964), on
the other hand, developed an interesting model in which he equates the level of
social development of communication to various nations. Access to these modern
mass media (Radio, Television, films, telephone, and newspapers) is linked to
individual modernity.
and other third world countries have reacted to these finding by inventing a
substantial amount of their foreign exchange earnings to import radio and
television transmitters and sets. The television programmes especially provides
many powerful models for children and abundant opportunities for observational
learning.
The
television programmes
include:
1.
Depiction of sex
2.
Violence
3. Drug
and Alcohol used
a.
Vulgar Language – behaviours. Etc. that most
parents do not want their children to imitate.
Studies
have been found by early adolescence that the average Nigerian children have watched thousands of
dramatized murders and countless other acts of violence on television (www.encarta.com). For many years,
psychologists have debated the question of whether watching violence on Tv have
detrimental effects on children. A number of experiments both inside and
outside the laboratory have found evidence that viewing Tv violence is relayed
to increased aggression in children.
Nigerians as exemplified by trends in Enugu Metropolis
where Western exports of television
entertainment, information are shown in NTA Enugu, ESBS Television, Minaj
Channel, Cartoon Network, ESPN –“Expanded Sports programmes Network” channel
provided by various satellite transmission
operators as DSTV, Multi – Choice, Music television, Euro – sports, etc.
Have raised Nigerians eyebrows to such Western
television programmes. Thereby, making them to behave like them, associate with
them and even speaks like them. Even our generation that is shown on NTA Enugu
and the youth perspective on ESBS are presented by youth and replete with music
video of Western
origin dominated by rape stars as (Late) Tupac,
50- Cent, Sean Paul, Kelly Rowland, Celine Dion, etc. It is the researcher’s
believe that western television especially American television exports have a
strategic “weapon” aimed to over power the cultural values of Nigerian youths.
1.2 STATEMENT OF THE RESEARCH PROBLEM
The
influence of Western
television programmes on the cultural values of Nigerian youths have been said
to be a serious problem facing Nigerians. Some of these problems are:
1.
Inadequate policy to guard the youths towards
Western Tv programmes.
2.
There is an erosion of the cultural values.
3.
The imitation of Western cultures especially the American cultures.
4.
The Nigerian youths are faced with brain wash.
Therefore,
if the above problems are not been taking care off, it will lead to a total
destruction of the Nigerians culture.
1.3 OBJECTIVE OF THE STUDY
The
researcher’s objective is to conduct an in-depth research on the influence of Western television programmes on the cultural
values of the Nigerian
youths with an insight to determine its implication to the cultural values of
Nigerian
youths are:
1.
To show how the contents of Western television programme affects
students.
2.
To examines its pervasive impact on the
cultural values of
3.
To know how to isolate Western television programmes from
1.4 SIGNIFICANCE OF THE STUDY
1.
The research will help in possible dilution,
domination and finally absorption of the African/Nigerian culture which until the present has been
characterized with good neighbourliness, respect for elders, virtuousness,
community orientation and collectivism.
2.
It will enable the government and policy
makers to put adequate measures in place to check the movement of Western television programmes into
3.
It will help remove the idea of imitating Western cultures or ways of life from
4.
The conduct of this research will enable the
government to know what role the media can play in the development of a country
and therefore, harness the mass media especially Tv in the democratic process
and development process in general.
1.5 RESEARCH QUESTIONS
The
research questions are arranged questions meant to be asked by the researcher
and receives a feedback (answer) from a respondent. For a researcher to achieve
her aim, the following question should be used.
1.
Do Nigerian youths expose themselves more to Tv than
other media?
2.
Do they prefer Western Tv programmes to locally produced ones
and why if yes?
3.
Do Nigerian youths identify more with locally or foreign
Tv stars as models?
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