THE IMPACT OF WESTERN TELEVISION PROGRAMMES ON THE CULTURAL VALUES OF THE NIGERIAN YOUTHS: A CASE STUDY OF ESUT STUDENTS, ENUGU.
ABSTRACT
This study probes the impact which TV. has on the cultural values of the Nigerian youths. It specifically tackles the impact of western TV. programmes on Nigerian university students. The research posits that the current trends in cultural behaviour of youths in Nigeria as observed among ESUT students 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, Rovers 1964, Schramm 1964) and the later critical perspective of cultural and media imperialism (MCphail 1981, Pltschull 1984, Garbner 1977. Previous studies by Payne and Peake (1977), Barnette Mcphail (1980) Skinner (1984) have all found western television especially U.S TV. as having levels of influence on the cultural values of viewers in less Developed countries. The research applies the theory of Acculturation, along with the cultivation of enculturation hypothesis. Defluer and Dennies 1991, Garbner 1977, Morgan 1991). To explain that acculturation of Nigerian youths takes 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 hypothesis emerged for testing. Hi more exposure to TV will tend to load to identification of western TV stars as models. H2 imitation of the behaviours of TV stars will tend to be higher among those who identify with western TV stars than those who identify with Nigerian/African TV. stars. H3 students who prefer watching western TV will tend to approve of girls initiating love relationship with men more than those who depend more on TV. for information and entrainment will tend to chose to migrate to western countries more than those who depend more on other media. Research hypothesis 1, 2, and 3 received statistical support from the analysis of collected data using the survey research method. The testing of hypothesis 4 shows that there are other factors which influence choice of emigration site along with TV. Recommendations to check the cultural genocide for further research were preferred. Preference for media Preference between local, foreign TV programmes Level of Television viewing Degree of use of TV. for news and current affairs and entrainment. cross tabulation of Sex, degree of use of TV for news and entertainment programmes identification with TV stars Cross tabulation of TV stars identification with imitation. Reality of stars to local environment. Influences of western TV. Programmes on dressing. Approval of female students initiating love affair. expected preference of local programmes production quality and quantity are enhanced Cross tabulation of desire to emigrate and choice of emigration site. Cross tabulation of level of exposure and identification of TV. stars. Cross tabulation of choice of stars with imitation scores. Preference for media and approval of female initiating love affair. Cross tabulation of preference on media and choice of emigration site.
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