ABSTRACT

This research work is on AKBC TV contents and Western Culture Trend among Youths. The objective was to determine if AKBC TV contents influence western culture trend among youths. In carrying out this study, the researcher used survey research method in which the questionnaire was used as an instrument for data collection. A sample of 133 was drawn from 200 population of youths in Uyo metropolis. The researcher asked research questions and formulated research hypothesis from them. The relevant literatures were reviewed for the study; data collected, analyzed and interpreted using descriptive and inferential statistical techniques. Also, the chi-square (x2) was used to test data generated from the hypothesis and tables. Sample percentages were used to analyze the result. The result of the study revealed the following that AKBC TV content do not promote western Culture.

CHAPTER ONE

INTRODUCTION

BACKGROUND OF STUDY 

The twenty-first century have witnessed enormous development in the media sector which ranges from the privatization and commercialization of broadcast media to importation of subsidized cable networks and foreign television programmes and films into Nigeria. The foreign television programmes most time comes from the United States and Western Europe and even when they are not from these places as it is in the case with soap operas from Mexico, they are only local variations of international capitalist.  

American made programmes particularly are seen practically in every country where television exist. It is believed to exert influence on various countries. There is no question that one of the more remarkable phenomena of the 21st century is the widespread diffusion and accompanying popularity of American films and television entertainment programmes throughout the world. Guback (1969) Lee (1980); Tunshell (1977); Wells (1972).

I, therefore concur with most local critics of American television industry (Hamelink 1983; Schiller 1989, Mattelert (1970) to say that United States and western Europe hold sway over the economy as well as the cultures of the third world countries. In Nigeria as exemplified by trend in Enugu State, Western exports of television entertainment are shown in NTA Enugu, star TV, Nigeria system TV, MGM, cartoon network, CNN international, TNT classical movies, ESPN (Expanded sports programme network) provided by various satellite transmission operators as DSTV, Multi choice, GO TV, star  times, euro sport,  music television and host of others.

However, the inclusion of some of our local media such as NTA and star TV in the course of foreign television programmes is for the fact that most of their programmes which have been documented to be viewed mostly by the youths, exposes youths to foreign cultures. Such programme includes soap operas, movies and youth programmes such as ‘our generation’ and ‘Youth perspectives’ and also ‘Top 10 music count Down’.

“Our generation” is shown on NTA Enugu while “Youth perspective and Top 10 music countdown are shown on ESBS. Both programmes are presented by youths and regrettably replete with music videos of western origin dominated by rap stars as Tupac shako (late), Beyonce, Ashanti, 50 cent, Sean Paul, Kell Rowland Big, Queen Latifa, Celine Dion etc.”

It is obvious that western television contents especially those of American origin is conscious and strategic “Weapons” geared towards subjugating the cultural value of the underdeveloped countries 

STATEMENT OF RESEARCH PROBLEM 

Each mass medium has unique characteristics, which places it at advantage over other media. Television, for instance, has a wide range of advantages over other media structures as a result of its audio visual component. In fact, despite the unprecedented development of so many new media technologies over the past decade, television remains the most global and powerful of all media. Undeniably, television content are encompassing nowadays – from sitcoms and soap operas to reality shows, from sporting events to music video countdowns, and from our favourite blockbusters to animal documentaries. As anyone who knows a youth can attest, television is among the most powerful forces in adolescents’ lives today. It is an important medium of communication in the 21st century and is used for several reasons including information acquisition, education, preservation of cultural heritage, surveillance of the society, and entertainment as it provides millions with a constant stream of free leisure strategies and opportunities; family matters; messages about peers, relationships, gender, sex, violence, religion, food, values and cloths just to mention a few. In fact, besides (maybe) sleeping, a study by the Kaiser Family Foundation (KFF, 2010) revealed that youths spend more time with media than with any other activity — an average of more than 7½ hours a day, seven days a week. Despite the overwhelming qualities (light, colour, sound and motion) which empower television to command a major proportion of media consumption, the audience may reject its programmes if its content derails from their cultural traits. The multicultural nature of our society today exists as the effect of global media and the emergence of new technologies have paved way for access to diverse and remote cultures via our television, radio, internet, supermarkets and shopping centres. A society like Nigeria which is culturally, ethnically and linguistically diverse may recognise the enriching value of diverse cultures and values, and use them in its own way. But then, discussion of this scenario normally emphasises on the negative effects rather than positive. While it cannot be argued that media imperialism has attracted the attention of many 21st century social science scholars, it should be pointed out that the issue is still very alien to Africans because scholarly works have been very limited on it.

1.3 OBJECTIVE OF THE STUDY

The focus of this study is to determine AKBC TV content influence western culture trend among youths. The specific objectives are:

To determine if the TV content from AKBC promote the western culture trend among youths.

To determine if AKBC airs more of western programmes?

To determine the relationship between foreign TV content and the attitude of youths in the country.

SIGNIFICANCE OF THE STUDY 

This research could not have come better than now that technological development have made for indiscriminate movement and consumption of western television programmes in developing world. It is therefore hopeful that the result of this research will enable the government and other policy makers to put adequate measures in place to checkmate the in flock of western media content and its attended effect. 

Another significance of this study is that it will enable the government to come to term with the role of the media in youth/ national development and in turn reposition our local  media to enable them compete favorably with their western counter parts and thus win back the approval of the Nigeria youths.

RESEARCH HYPOTHESES 

Based on the problem which this research work the students formulated and developed for testing, the following hypotheses:

H0: AKBC TV content do not promote western culture amongst youths in Uyo metropolis.

H1: AKBC TV content do not promote western culture amongst youths in Uyo metropolis.

H0: There is no significant relationship between AKBC TV content and the western culture trend among youth.

H1: There is a significant relationship between AKBC TV content and the western culture trend among youth.

SCOPE OF THE STUDY

This study will cover the various TV content and examine its possible influence among youths. The study is particularly focused on the youths of Uyo metropolis. 

1.7    LIMITATION OF STUDY

This study’s capacity accommodates a national landscape. However due to time and insufficient resources, the study is limited to Uyo, Akwa Ibom state. The researcher hereby suggests that similar study be carried out in at least one state from each of the geopolitical zone to ensure embracing result.

1.9 DEFINITION OF TERMS

The keywords that form the topic of this study is whereby defined conceptually and operationally.

Youth Conceptually: young men and women

Operationally: young men who are within the age bracket of 15-30 years.

Western media Conceptual: this refers to news media of the western world

Operational: western television/films.

Western media content Conceptual: all the media programme of the western origin

Operationally: American/European made TV programs/films