AKBC TV Content And Western Culture Trend Among Youth

Project and Seminar Material for Mass Communication

AKBC TV Content And Western Culture Trend Among Youth


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

1.1 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


1.2 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:

  1. To determine if the TV content from AKBC promote the western culture trend among youths.
  2. To determine if AKBC airs more of western programmes?
  3. To determine the relationship between foreign TV content and the attitude of youths in the country.

1.4 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.


1.5 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.

1.6 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


Chapter Five


Summary, Conclusion and Recommendation

5.1 Introduction

It is important to reiterate that the objective of this study was to examine AKBC TV content and western culture trend among youth. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in examining AKBC TV content and western culture trend among youth.


5.2 Summary

This study was undertaken to examine AKBC TV content and western culture trend among youth. The study opened with chapter one where the statement of the problem was clearly defined. The study objectives and research hypotheses were defined and formulated respectively. The study reviewed related and relevant literatures. The chapter two gave the conceptual framework, empirical and theoretical studies. The third chapter described the methodology employed by the researcher in collecting both the primary and the secondary data. The research method employed here is the descriptive survey method. The study analyzed and presented the data collected in tables and tested the hypotheses using the chi-square statistical tool. While the fifth chapter gives the study summary and conclusion.


5.3 Conclusions

Globalisation of the media can influence national cultures in different ways. However, the cultural hegemony of media exporters is unlikely in and of itself to result in cultural domination, (Wang, 2008). “Media may be a necessary, but are unlikely to be a sufficient, condition for cultural resistance or submission. (McQuail, 2000: 238 in Wang, 2008)” International media’s effect on local culture should always be examined within the context of different economic, technological and cultural situations. Whether the internationalization of media has the potential to undermine national culture depends on how strong a particular national culture is and how committed they are to resisting a cultural tsunami, (Wang, 2008). Circumstances exist, of course, under which national culture is undermined by aggressively marketed foreign media imports. However, the theory that “local cultures will be drowned out and completely disappear under a tide of Western/American media” at present does not appear tohold, at least not in the case of Nigeria. This is partly because of the strong cultural identity of groups in Nigeria. The cultural preferences of Nigerian viewers are so strong that foreign imports are put at a clear competitive disadvantage relative to the regional and national media produced. In fact, the strong national culture forces international media conglomerates to produce a localised version of their media content, for example, the Big Brother Africa series.


5.4 Recommendation

  1. Media managers and practitioners as gate-keepers must develop be made to realise that they have a role to play in putting an end to the genocide to Nigerian cultural values.
  2. Nigerian journalists should likewise be made aware of their social responsibilities towards the society by scrutinising the messages he disseminates to public so as to guard against feeding his audience with imperialistic messages.
  3. Likewise broadcast houses should formulate and implement policies that will mandate that the imperialistic messages are disseminated at the barest minimum.

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