CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
In view of growing numbers of involuntary unemployed youth,
governments need to apply appropriate strategies to promote the work
culture among their peoples especially using national and mass media.
National media and presses are expected to emphasize on the promotion of
work culture, especially among the young generation so that the
countries' industries not become dependent on the migratory labor. This
mission could particularly be performed by the television as the most
public media. Also, the Association of American University Presses
believes that the most effective way that presses can recruit and retain
individuals representing the widest variety of backgrounds and
experiences is by having as open and as supportive an environment as
possible. Organizations use all sorts of tools to represent their goals
and ambitions. Simulations of simulations and representations of the
simulated are used for organizational sense making. Scenarios are
representations of business goals; business goals which are used to
reorganize and structure the next generation of scenarios. But some
things simulated and others not, or is it simulation “all the way down”?
Managing occurs by representing goals via all kinds of media; media
that are involved in spreadsheets, PowerPoint presentations, and
diagrams of goals, visions and strategies. Not only physical media, like
telephones or computers, but also theoretical imaginaries abound
(Boeschoten,20).
In a complex interplay of significations, participants take part in
processes of representation. But the role of the intermediaries or the
media is little recognized. Media seem to play a neutral role within the
process of signification, as if true values or meanings hide behind the
representations. But on a closer look, one can see that media shape the
understanding of organization (Lever, 19).
This study has tried to review the role of national media in
promoting the work culture among its audiences and in this respect;
television is particularly dealt with as the most public national media.
1.2 Statement of the Problem
Most Television stations in Nigeria are basically set up to promote
the numerous Nigerian cultural value. But inspite of this, most stations
in Nigeria show too much western programs thereby promoting western
culture as against Nigeria culture which they are originally set up to
promote. This constraint has hinder the transfer of Nigerian cultural
heritage to the younger generation. It is against this background, that
the researcher consider the subject matter of this research as an
empirical problem worthy of investigation.
1.3 Aim Objectives of the Study
The aim of this study is to examine the role of AIT in promoting
youth popular culture in Kaduna metropolis. The specific objectives are
to:
i) Assess the role of AIT in repackaging Africa’s rich cultural Heritage to attract youths.
ii) Determine the contribution of AIT in enhancing Nigeria values among youths.
iii) Appraise the role of AIT in promoting popular trend among youths.
1.4 Research Questions
i) What are the significant technical elements that are essential towards reinforcing Nigeria cultural value in AIT?
ii) What role does AIT play in repackaging Africa’s rich cultural Heritage to attract youths?
iii) What are the contributions of AIT in enhancing Nigeria values among youths?
iv) How does AIT promote popular trend among youths?
v) What are the significant technical elements that
are essential towards reinforcing Nigeria cultural value in AIT?
1.5 Significance of the Study
The study will be beneficial to African Independent Television as
well as other TV station especially as they utilize the finding of this
study as a basis to promote popular Nigerian culture among youths.
The study will also contribute to the existing knowledge on television and culture in Nigeria.
It is also worthy to note that the study can be use as a basis for
further research, as the research can be use as a spring board for
further research as well as a good reference material to students
undertaking similar research.
1.6 Scope and Limitation of the Study
The study covers an empirical examination examine the role of AIT in
promoting youth popular culture in Kaduna metropolis as well as to
assess the role of AIT in repackaging Africa’s rich cultural
Heritage to attract youths and to Determine the contribution of AIT
in enhancing Nigeria values among youths. The study covers a time from
2006 – 2011.
The study is limited to AIT, it will be difficult to generalize the findings to other TV stations.
For the fact that a survey study was used as the research design as
well as the questionnaire as the research instrument, it is not certain
if the same result would be obtained if other designs and instruments
were used. Besides, another limitation is that the respondents could
have either over exaggerated or understate their responses while scoring
the items in the questionnaire. Also the nonchalant attitude of some of
the respondents could affect the validity of their response to the
questionnaire. This limitation should be taking cognizance of other
researches conducting similar studies.