ABSTRACT
This study probes the effects which
mass media has on the cultural values and tradition of the Yoruba people. It
specifically tackles the effects of mass media on the culture and traditions of
Erin Osun community. The research posits that the current trends in cultural
behaviour of youths in Nigeria as observed among People of Erin Osun is
significantly associated with their perception of western culture and exposure
to forms of mass media such as (PROGRAMMES AND ADVERTS ON TV, RADIO AND OTHER
FORMS OF MASS MEDIA, radio and Newspaper). The assumption that foreign media
content has direct powerful effects is shared by optimistic modernization
theory. Lerner (1962) Rogers (1964) Schramm (1964) and others Stretch the
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 youths take place as a result of exposure to
western programmes and adverts on TV, radio and other forms of mass media and
radio programmes which influence the perception of the of the programmes
reality and alters self-image. From the review of related literature, the
following hypotheses emerged for testing HI: More exposure to programmes and
adverts on TV, radio and other forms of mass media will tend to identification
of western stars as models. H2: The improvement of Local programmes and adverts
on TV, radio and other forms of mass media will increase Yoruba community’
preference for local media 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.
1
CHAPTHER ONE
Introduction
What are
the effects of foreign-produced entertainment programs on the knowledge,
beliefs, attitudes, behaviors, values and traditions of Yoruba radio and
television viewers? Some studies suggest that these programs erode the
traditional values of indigenous cultures; others argue that audiences are not
passive dupes of the foreign ideology, and are capable of negotiating the
messages in foreign media. This study attempts to resolve these differences by
focusing on the effects of mass media on Yoruba culture and traditions; a case
study of Erin Osun community Yoruba youth.
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 (502), states that from wider perspective, culture includes
the total repertoire of human action which are socially transmitted from
generation to generation. Obiora (502), says the transformation of culture is gradual
and not sudden. He (502), 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).
Scholars have often attributed the
erosion of native cultures in the third world to many factors. Globalization,
for instance, a trend often cited in discussions of the effects of foreign
media, may serve to explain the move toward a "global culture," but
some critics (see Olalekan 1991) are unswayed by arguments in favor of
globalization, nor are they persuaded that recent developments in the third
world are just a "consequence of modernity": such critics would prefer
to look to the mass media-hegemony explanation instead. What effects may mass
media entertainment programs have on the Nigerian audience specifically the
2
Yorubas? Can exposure to mass media-produced entertainment
programs alter the knowledge, beliefs, behaviors, attitudes, and cultural
values of Yorubas? Or are Yoruba youth capable of negotiating these programs?
Are Yoruba youth likelier to submit to pulls by homogenizing forces? Or
likelier to resist cultural influence from abroad? These are the concerns of
this research project, which seeks to probe the relevance of the
cultural-imperialism thesis with regard to media effects in Nigeria. The thesis
has at its roots the assumption that authentic traditional cultures are being
destroyed by commercial products from countries like the United States
(Tunstall 1977).
1.1
STATEMENT
OF THE RESEARCH PROBLEM
The influence of mass media on the
cultural values of Yoruba community
have
been said to be a serious problem facing Yoruba community. Some of these
problems
are:
1.
Inadequate
policy to guard the Yoruba community towards foriegn forms of mass media.
2. There is an erosion of the cultural values.
3.
The imitation of Western cultures especially the mass media cultures.
4. The Yoruba community are faced with brain wash.
5.
Therefore,
if the above problems are not been taking care off, it will lead to a total
destruction of the Nigerians culture.
1.2
OBJECTIVE
OF THE STUDY
The researcher’s objective is to
conduct an in-depth research on the
influence
of mass media on the cultural values of the Yoruba community with an insight to
determine its implication to the cultural values of the people of Erin Osun
commuinity are:
1.
To
show how the contents of Western radio and television and radio programme
affects Nigerian people of Erin Osun Community.
2.
To
examines its pervasive impact on the cultural values of Nigerian University
student.
3. To know how to isolate mass media from Nigeria.
3
1.3
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 mass media into Nigeria.
3.
It
will help remove the idea of imitating Western cultures or ways of life from
Nigeria.
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 programmes and
adverts on TV, radio and other forms of mass media in the democratic process
and development process in general.
1.4
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
Yoruba community expose themselves more to programmes and adverts on TV, radio
and other forms of mass media than other media?
2.
Do
they prefer foreign foriegn forms of mass media to locally produced ones and
why if yes?
3.
Do
Yoruba community identify more with locally or foreign programmes and adverts
on TV, radio and other forms of mass media stars as models?
4.
Will
improvement of local programmes and adverts on TV, radio and other forms of
mass media/ improve Yoruba community preference for local programmes and
adverts on TV, radio and other forms of mass media product?
1.5
RESEARCH
HYPOTHESES
1.
HI:
More exposure to programmes and adverts on TV, radio and other forms of mass
media lead to identification of Western programmes and adverts on TV, radio and
other forms of mass media stars as models
4
Ho: More exposure to programmes and adverts on TV, radio
and other forms of mass media do not lead to identification of Western
programmes and adverts on TV, radio and other forms of mass media stars as
models.
2.
HII:
The improvement of local programmes and adverts on TV, radio and other forms of
mass media / will increase Yoruba community preference for local programmes and
adverts on TV, radio and other forms of mass media product.
Ho:
The improvement of local programmes and adverts on TV, radio and other forms of
mass media/ will not increase Yoruba community preference for local programmes
and adverts on TV, radio and other forms of mass media product.
1.6
SCOPE OF
THE STUDY
The scope of this study is to find
out how the mass media affect the Cultural
Values
of Yoruba community using Erin Osun in Osun State as a case study.
The community is been noted for a constant influence of
mass media on their cultural values and traditions. Hence, the need for
choosing the community as a case study commenced.
In the cause of the research, oral interview were
consulted on both people of the community. But the research depends more on the
questionnaire which were distributed to people of the community and were
completed and returned. The researcher also consulted some textbooks,
Newspapers and journals which provided a lot of information pertaining to the
study.