The Influence Of Nigerian Radio Programmes On The Cultural Values Of Nigerian Youths; A Case Study Of Invicta FM

Project and Seminar Material for Mass Communication

Abstract

This study focused on the influence of Nigerian radio programmes on the cultural values of Nigerian youths, INVICTA FM as case study. The study is was specifically focused on determining the relevance of radio programmes on Nigerian youths; determining the influence of Nigerian radio programmes on the cultural values of Nigerian youths and examining if the contents of radio programmes are targeted to Nigerian youths.

The study adopted the survey research design and randomly enrolled participants in the study. A total of 100 responses were validated from the enrolled participants where all respondent are staff and students of Kaduna state University, Kaduna state. The study concluded The mass media, particularly radio has considerable roles to play in promoting indigenous cultures of the people across societies such as Nigeria. Radio broadcasting can be used for promoting cultural norms and values. As empirical evidence from this study has shown, radio has been playing reasonable and considerable roles in promoting indigenous cultures of students of Kaduna state University.

Chapter One

Introduction

1.1 Background of the Study

The media have roles to play in promoting cultures of the people across societies. According to Ademola and Okunola (2013), mass media institution is a significant force in modern culture because it reflects and creates cultures. Ayakoroma (2011:1) corroborates that:

For us to effectively harness our culture for national development, there is need for the media to partner with key stakeholders in the sector to promote its activities. This attention from the media will act as an impetus to create a synergy aimed at effectively propagating sustainable development of the sector.

The broadcast media, for instance, have over the years been used as tools for the promotion of people’s cultural norms and values especially in Nigeria. For instance, Adeniyi and Bello (2006) in Adegoju (2013) showed that the people have actually recognized the importance of the broadcast media in promoting indigenous cultures through programmes aired in Yoruba

Radio is a form of technology for signaling or communicating using radio waves (Ellingson, 2016). Radio waves consist of electromagnetic waves of frequency between 30 hertz (Hz) and 300 gigahertz (GHz). These waves are produced by a transmitter which is an electronic device connected to an antenna which radiates the waves, and received by a radio receiver connected to another antenna. Radio has a wide coverage in modern technology, used in radio communication and other applications. A radio program is a segment of content intended for broadcast on radio. It may be a one-time production or part of a periodically recurring series. A single program in a series is called an episode. Some radio programs include music shows, radio comedy, radio drama, news and current affairs. These radio programs play significant role in the propagation of cultural values. Cultural values are the fundamental principles and ideals which guides the way of life of the people in a given community. It is the Culture which gives meaning to the way of life for a group or society and guide their behavior. Values consist of the beliefs of a person or social group which regulate their ways of life. Cultural values are the various customs that the people have transmitted from one generation to another generation.

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 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, andnewspapers) 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 provide many powerful models for children and abundant opportunities for observational learning.

The Radio programmes include:

Depiction of sex
Violence
Drug and Alcohol used
Vulgar Language

– behaviours that most parents do not want their children to imitate.

Studies (www.encarta.com) have been found by early adolescence that the average Nigerian children have watched thousands of dramatized murders and countless other acts of violence on television. For many years, psychologists have debated the question of whether watching violence on Tv have detrimental effects on children. A number of experiments both inside and outside the laboratory have found evidence that viewing Tv violence is relayed to increased aggression in children.

The study seeks to appraise the influence of Nigerian radio programmes on the cultural values on Nigerian youths. A case study of Invicta FM.

1.2 Statement of the Problem

The youth constitute a fundamental segment of the Nigerian population and are considered as the future leaders of the nation. Consequently, a greater portion of government expenditure goes for the provision of basic amenities for the development of the youths. However, the changes and fast pace of development in the society has also exacted great influences on the behavior and development of youths in Nigeria. Many Nigerians youth are influenced by the nature of programmes they listened to in the radio. The radio serves as a means of disseminating information and cultural values. Therefore, the problem confronting the study is to appraise theinfluence of Nigerian radio programmes on the cultural values on Nigerian youths. A case study of Invicta FM.

1.3 Objectives of the Study

The Main Objective of the study is to appraise the influence of Nigerian radio programmes on the cultural values on Nigerian youths. A case study of Invicta FM;

The specific objectives include:

To determine the relevance of radio programmes on Nigerian youths.
To determine the influence of Nigerian radio programmes on the cultural values of Nigerian youths.
To examine if the contents of radio programmes are targeted to Nigerian youths.

1.4 Research Questions

The study will provide answers to the following research questions;

Are radio programmes relevant to Nigerian youths?
Does Nigerian radio programmes have influence on the cultural values of Nigerian youths?
Are the contents of radio programmes targeted to Nigerian youths?

1.5 Statement of the Hypothesis

Ho: There is no significant relationship between radio programmes and the cultural values of youths.

Hi: There is a significant relationship between radio programmes and the cultural values of youths

1.6 Significance of the Study

The study appraises the influence of Nigerian radio programmes on the cultural values on Nigerian youths. A case study of Invicta FM. The study shall therefore serve as veritable source of information to stakeholders to proffer interventions which will address the problem.

The research will help in possible dilution, domination and finally absorption of the African/Nigerian culture which until the present has been characterized with good neighbourliness, respect for elders, virtuousness, community orientation and collectivism.

It will enable the government and policy makers to put adequate measures in place to check the movement of radio programmes into Nigeria.
It will help remove the idea of imitating Western cultures or ways of life from Nigeria.
The conduct of this research will enable the government to know what role the media can play in the development of a country and therefore, harness the mass media especially radio in the democratic process and development process in general.

1.7 Scope of the Study

The study focuses on the appraisal of the influence of Nigerian radio programmes on the cultural values on Nigerian youths. A case study of Invicta FM, using Kaduna state university Students as respondents. The institution is been noted for a constant influence of radio programs on their cultural behaviour. Hence, the need for choosing the institution as a case study commenced.

In the cause of the research, oral interview were consulted on both staffs and students of the institution. But the research depends more on the questionnaire which were distributed to students and staffs and were completed and returned. The researcher also consulted some textbooks, Newspapers and journals which provided a lot of information pertaining to the study.

1.8 Limitation of the Study

The study was confronted with logistics and geographical factors.

Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. The significant constraint was the scanty literature on the subject owing to the nature of the discourse thus the researcher incurred more financial expenses and much time was required in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size. Additionally, the researcher will simultaneously engage in this study with other academic work.

1.9 Definition of Terms

Radio Defined

Radio is a form of technology for signaling or communicating using radio waves. Ellingson, Steven W. (2016). Radio waves consist of electromagnetic waves of frequency between 30 hertz (Hz) and 300 gigahertz (GHz). These waves are produced by a transmitter which is an electronic device connected to an antenna which radiates the waves, and received by a radio receiver connected to another antenna. Radio has a wide coverage in modern technology, used in radio communication and other applications.

Cultural Value Defined

Cultural values are the fundamental principles and ideals which guides the way of life of the people in a given community. It is the Culture which gives meaning to the way of life for a group or society and guide their behavior. Values consist of the beliefs of a person or social group which regulate their ways of life. Cultural values are the various customs that the people have transmitted from one generation to another generation.

1.10 Organizations of the Study

The chapter one consist of the introductory part of the study which includes the study background, the statement of the research problem, the study objective and scope of the study.

The second chapter is a critical review of other literatures relevant to the study and its objectives including the theoretical framework for the study. While the third chapter is methods of data collection, sampling and data analysis used in conducting the study. The fourth chapter centres around the research findings including an analysis of how it relates to previous findings. The fifth chapter consists of the summary of findings, conclusion and recommendations base on the study objectives.

Chapter Five

Summary, Conclusions and Recommendations:

5.1 Introduction

This chapter summarizes the findings on the influence of Nigerian radio programmes on the cultural values of Nigerian youths, INVICTA FM as case study. The chapter consists of summary of the study, conclusions, and recommendations.

5.2 Summary of the Study

In this study, our focus was on the influence of Nigerian radio programmes on the cultural values of Nigerian youths, INVICTA FM as case study. The study is was specifically focused on determining the relevance of radio programmes on Nigerian youths; determining the influence of Nigerian radio programmes on the cultural values of Nigerian youths and examining if the contents of radio programmes are targeted to Nigerian youths.

5.3 Conclusions

With respect to the analysis and the findings of this study, the following conclusions emerged;

The mass media, particularly radio has considerable roles to play in promoting indigenous cultures of the people across societies such as Nigeria. Radio broadcasting can be used for promoting cultural norms and values. As empirical evidence from this study has shown, radio has been playing reasonable and considerable roles in promoting indigenous cultures of students of Kaduna state University. However, the extent of radio broadcasting’s contribution in this regard, has been average. Thus, the researchers have concluded that radio has not been utilized adequately in efforts toward promoting indigenous cultures.

5.4 Recommendation

Based on the findings the researcher recommends that;

Efforts should be intensified in ensuring that adequate and interesting programmes on Kaduna’s indigenous cultures are produced as this will go a long way in enhancing the effectual contribution of radio stations and other such mass media in the promotion of Kaduna indigenous cultures and Nigeria in general.
The people, on their part should increase their listenership of radio broadcasts on indigenous cultures and on other media such as television. This will enhance their acquisition of relevant information and education on indigenous cultural norms and values.
Governments, at all levels, nongovernmental organisations (NGOs) and individuals, should intensify and sustain efforts toward the sponsorship of broadcast programmes as this will enable broadcast media (particularly radio and television) to package programmes that are of great appeal and interest to the audience members.
The incorporation of the entertainment-education (EE) strategy in the production of cultural-related programmes will also be of great interest to the audiences.

Project Material Download