TABLE OF CONTENTS
Cover
Page - - - - - - - - - i
Title
Page - - - - - - - - - ii
Approval
Page - - - - - - - - - iii
Dedication
- - - - - - - - - iv
Acknowledgement
- - - - - - - - v
Table
of Contents - - - - - - - - vi
Abstract
- - - - - - - - - vii
CHAPTER ONE
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 Nigeria youths. It specifically
tackles the impact of western Tv programes on Nigeria University
students. The research posits that the current trends in cultural behaviour of
youths in Nigeria
as observed among Caritas student Enugu
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) Rogers (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. Nigeria
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, Beyonce, Ashanti,
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.