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.
TABLE OF CONTENTS
Title page II
Approval page III
Dedication IV
Acknowledgement V
Abstract VII
List of tables
Table of contents XI
CHAPTER ONE INTRODUCTION
The Roots 1
Maintaining the edge 4
Television in Nigeria 10
1.1Background of the study13
1.2Statement of the research problem 16
1.3Objectives of the study 17
1.4Significance of the study18
1.5Research questions 20
1.6Research hypothesis21
1.7Conceptual and operational definition 22
1.8Assumption 24
1.9Limitations of the study25
CHAPTER TWO
REVIEW OF THE LITERATURE
2.1Sources of literature 27
2.2The Review 28
2.3Summary of literature Review 32
CHAPTER THREE
METHODOLOGY
3.1Research method 47
3.2Research Design 48
3.3Measuring instrument 48
3.4Data collection 49
3.5Data Analysis 50
3.6Expected Result 51
CHAPTER FOUR
4.1Data analysis 54
4.2Results 65
4.3Discussions 71
CHAPTER FIVE
SUMMARY AND RECOMMENDATION
5.1Summary 79
5.2Recommendation for further study 80
Bibliography89
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