Impact Of The Electronic Media On The Social Behavior Of University Students Case Study (Ntv Kenya)

ABSTRACT

Young people hold the key to society's future. Their ambitions, goals and aspirations for peace,

security, development and human rights are often in accord with those of society as a whole.

Primarily. globalization and rapid advances in information and communication technology have

arguably contributed to the emergence of a new global media-driven youth culture. These trends

have each had an impact on young people's socialization and on youth activism and other forms

of civic engagement. With business and industry focusing on target audiences for product

consumption, the media is a contributing factor in the creation of subcultures, cliques, and

fragmented audiences. Hence, that culture categorizes and classifies our experiences, defining us

and our world, providing and limiting options and guidelines for social behaviour.

From television to blockbuster movies, from music to gammg entertainment, the media,

focusing on our youth, showcases the glamour of segregated groups and subculture

identification, and relays violence as being a legitimate avenue of expression for all youth

groups. Ultimately, this research aims at identifying the impact of the media on the social

behaviour of University students.

Particularly, the study will focus on NTV Kenya since it emphasizes a lot on issues that concern

young people. More so, the findings of the objectives are highlighted and recommendations

given for the same.