Key Features:

- No of Pages: 91

- No of Chapters: 5

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Introduction:

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 T.V 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 Content

INTRODUCTION



1.1 Background of the Study -



1.2 Statement of the Research Problem



1.3 Objective of the Study



1.4 Significance of the Study



1.5 Research Question



1.6 Research Hypothesis



1.7 Scope/Delimitation of the Study



1.8 Assumption of the Study



1.9 Limitation of the Study



1.10 Conceptional and Operational Definition



CHAPTER TWO



LITERATURE REVIEW



2.1 Sources of Literature



2.2 Review of Relevant Literature



2.3 Theoretical Framework



2.4 Summary of the Literature



CHAPTER THREE



METHODOLOGY



3.1 Research Design



3.2 Area of the Study



3.3 Population of the Study



3.4 Research Sample and Sampling Technique



3.5 Instrument used for Data Collection



3.6 Validity of the Instrument



3.7 Method of Collecting Data



3.8 Method of Data Analysis



CHAPTER FOUR



4.1 Date Analysis and Presentation



4.2 Hypotheses Testing



4.3 Discussion of Findings



CHAPTER FIVE



5.1 Summary



5.2 Recommendation



6.3 Conclusion



6.4 Suggestion for further Studies

Introduction

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.