THE INFLUENCE OF WESTERN TELEVISION PROGRAMMES ON THE CULTURAL VALUES OF NIGERIA YOUTHS

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 selfimage. 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.

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

1.10Conceptional 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