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 based on the
influence of western
television programmes on
the cultural values Of Nigerian
youths
using Caritas University Students as a 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 the 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 and
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 programs. Thereby, making uss 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 an influencing
“weapon” with aim to overpower 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.
A
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 Nigerian University
students.
2.
To examines its pervasive impact on the
cultural values of Nigerian University student.
3.
To know how to isolate Western television programmes from Nigeria.
1.4 SIGNIFICANCE OF THE STUDY
This
research will help to bring back the Nigerian
culture which until the present has been characterized with good neighborliness,
respect for elders, virtuousness, community orientation and collectivism.
1.
It will enable the government and policy makers
to put adequate measures in place to checkmate the movement of Western television programmes into Nigeria.
2.
It will help remove the idea of imitating Western cultures or ways of life from Nigeria.
3.
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
These research
questions are constructive questions from the researcher to the receiver with
feedback in order to proof the influence of western television programmes on
the Nigerian youths .
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?
4.
Will improvement of local Tv/movies industries
improve Nigerian
youths preference for local Tv product?
1.6 RESEARCH HYPOTHESES
1.
Hi: More exposure to Tv lead to identification of Western
Tv stars
as models
Ho: More exposure to Tv do not lead to identification of
Western Tv stars as models.
2.
Hi: The improvement of local Tv /movies
industries will
increase
Nigerian
youths preference for local Tv product.
Ho:
The improvement of local Tv/ movies industries will not
increase
Nigerian
youths preference for local Tv
product.
1.7 SCOPE/DELIMITATION OF THE STUDY
The
scope of this study is to find out how the Western Television
Programmes affect the Cultural Values
of Nigerian Youths using Caritas University as a case study.
The
institution is been noted for a constant influence of Western television programs on their cultural
values. Hence, the need for choosing the institution as a study commenced.
In the
cause of the research, oral interview were consulted on both staffs and
students of the institution. But the research depends more on the questionnaire
which were distributed to students and staffs and were completed and returned.
The researcher also consulted some textbooks, Newspapers and journals which
provided a lot of information pertaining to the study.
1.8 ASSUMPTIONS
OF THE STUDY
The
following were the assumption of this study:
1.
A greater number of Nigerian University
Students watch Tv.
2.
Western Tv programmes have a greater appeal to
Nigerian University Students than locally produced programmes.
3.
That the programmes contents of Western Tv project symbiotic forms of social
reality.
4.
The Western Tv is having a greater acculturation on
Nigerian University Students in particular and on Nigerian youths in
general.
5.
That the improvement of local Tv/ movies
industries will change Nigerian youths attitudes towards Western Tv programmes.
1.9 LIMITATION OF THE STUDY
Though
this research work is on the infludence of Western television programmes on the cultural
values of the Nigerian
youths. It is limited to Caritas University Students Amorji-nike, Enugu, using five
departments that were randomly selected from faculties and hundred and fifty
questionnaires that were distributed to them. This is because of time and
resource, had it been that time and resource were available similar studies
would have been done in other private University/ schools in the country so as
to ensure a more embracing result.
1.10 CONCEPTIONAL AND OPERATIONAL DEFINITIONS
OF THE TERMS.
1.
Youth:
Conceptual: It means young men and women.
Operational: It is
defined as students in various Universities
in Nigeria
and who fall between the ages of 15 -30
2.
Media:
Conceptual: The
means of giving news and opinions to large number of people.
Operational: The
media is known as television in which broadcast used to transmits or circulate
information to the public.
3.
Cultural
identify:
Conceptual: it
is the self definition, self perception and self- image of a person as a member
of a group exhibiting uniform culture that are consistent with the values of
that group.
Operational: It is
those commonly shares socio-political interpretation and meanings related to
the beliefs, norms, values, attitudes and behaviors’ within Nigeria.
4.
Cultural
dominance:
Conceptual: This
refers to nations of neocolonialism that uses policy and practice that have
effect to dominate the culture and affairs of less developed countries.
Operational: it
means the conscious and unconscious domination by Western Tv media on the media system of Nigeria.
Click “DOWNLOAD NOW” below to get the complete Projects
FOR QUICK HELP CHAT WITH US NOW!
+(234) 0814 780 1594
Login To Comment