Abstract
This study probes the impact which TV has on the cultural behaviour of
idah polytechnic students. It specifically tackles the impact of channel O
musical TV programes on the cultural behavior of idah polytechnic
students. The research posits that the current trends in cultural behaviour
of youths in Nigeria as observed among idah polytechnic students, kogi
state is significantly associated with their perception of western culture
and exposure to channel O musical TV programmes. The assumption that
foreign media content has direct powerful effects that is shared by
optimistic modernization theory. The research applies the theory of
acculturation along with the culturation hypothesis. Acculturation of Nigeria
youths take place as a result of exposure to western TV (channel O) 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 identificati
1.1 Background of the study
This study is on Impacts Of Channel O Musical Television Programmes
On The Cultural Behavioural Of Federal Polytechnic Students Idah. 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 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
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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 provide many
powerful models for children and abundant opportunities for observational
learning.
The television programmes include:
. Depiction of sex
. Violence
. Drug and Alcohol used
. Vulgar Language – behaviours that most parents do not want their
children to imitate.
Studies (www.encarta.com) 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. 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 Idah Polytechnic, Kogi State where
Western exports of television entertainment and information are shown in
NTA Idah, 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. Such exposure make students to behave
like them, associate with them and even speak like them. Even our
generation that is shown on NTA Enugu and the youth perspective on
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ESBS/TV are presented by youth and replete with music video of Western
origin dominated by rape stars as (Late) Tupac, Nicky Minaj, The Game,
50- Cent, Sean Paul, Lil Wayne, Snoop Dogy Dog, etc. It is the
researcher’s believe that channel O musical television especially
American television exports have a strategic “weapon” aimed to over
power the cultural values of Nigerian youths.
1.2 Statement of the research problem
Impact of channel O musical television programmes on the cultural
behaviour of Idah Polytechnic students have been said to be a serious
problem facing Nigerians. Some of these problems are:
. Inadequate policy to guard the youths towards Western Tv programmes.
. There is an erosion of the cultural values.
. The imitation of Western cultures especially the American cultures.
. 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
1.3 Objectives of the study
The researcher’s objective is to conduct an in-depth research on the
impacts of channel o musical television programmes on the cultural
behaviour of federal polytechnic students idah with an insight to determine
its implication to the cultural values of Nigerian youths are:
1. To show how the contents of channel O musical television
programme affects Nigerian University students.
2. To examines its pervasive impact on the cultural behaviour of
Nigerian University students.
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3. To know how to isolate Western (channel O) television
programmes from Nigeria.
1.4 Research Questions
The research question are question posed by the researcher, answers to
which would lead to the solution of the problem. Research question are as
well structured and constructed questions designed to guide the
researcher in other to provide solution to the problem identified. For a
researcher to achieve her aim, the following question should be used.
1. Do Nigerian youths expose themselves more to the contents of
channel O Tv programmes than other media?
2. Do they prefer channel O musical Tv programmes to its impact
on the cultural behavior of Nigeria University students?
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?
H1: Research Hypotheses
1. Hi: More exposure to channel O Tv programmes lead to
identification of Western Tv stars as models.
Ho: More exposure to channel O Tv programmes does 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.
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1.5 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 Western (channel o)
television programmes 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 Tv in the democratic
process and development process in general.
1.6 Delimitation Of The Study
The scope of this study is to find out how channel o musical Television
Programmes affect the Cultural Behaviour of Nigerian Youth using Idah
Polytecnic Students as a case study.
The institution is been noted for a constant influence of channel o musical
television programs on their cultural behaviour. Hence, the need for
choosing the institution as a case 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.
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1.7 Assumptions Of The Study
The following were the assumption of this study:
1. A greater number of Nigerian University Students watch Tv.
2. Channel o musical Tv programmes have a greater appeal to
Nigerian University Students than locally produced
programmes.
3. That the programmes contents of channel o 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.
1.8 Operational Definition of Terms.
1. Youth: It is defined as students in various universities in Nigeria
and who fall between the ages of 15 -30
2. Media: The media is operationalised as Tv. Broadcast used to
generate or circulate information to the public.
3. Cultural identify: It is those commonly shares socio-political
interpretation and meanings related to the beliefs, norms, values, attitudes
and behaviours within Nigeria.
4. Cultural dominance: it means the conscious and unconscious
domination by Western (channel o) Tv media on the media system of
Nigeria