The Role Of Africa Independent Television In Promoting Popular Culture Among Youths In Kaduna Metropolis

Project and Seminar Material for Mass Communication

The Role Of Africa Independent Television In Promoting Popular Culture Among Youths In Kaduna Metropolis


Abstract


The research investigates the contribution of African Independent Television (AIT) in promoting youth popular culture. To this end the objectives of the study were to assess the role of AIT in repackaging Africa’s rich cultural Heritage to attract youths, determine the contribution of AIT in enhancing Nigeria values among youths, appraise the role of AIT in promoting popular trend among youths. The research questions that guided the study were what are the significant technical elements that are essential towards reinforcing Nigeria cultural value in AIT? What role does AIT play in repackaging Africa’s rich cultural Heritage to attract youths? What are the contributions of AIT in enhancing Nigeria values among youths? How does AIT promote popular trend among youths? What are the significant technical elements that are essential towards reinforcing Nigeria cultural value in AIT? The survey research design was used to distribute 18 questionnaires to the respondents. The analysis of the questionnaire indicates that the significant technical elements that are essential toward reinforcing Nigerian cultural values in AIT are basically to adopt 60% local content in their programmes as well as proper evaluation and adherence to NBC regulations as well as monitoring of programmes that are detrimental to youths and promoting programmes that enhances Nigerian cultural among youths.


Chapter One


Introduction

1.1 Background of the Study

In view of growing numbers of involuntary unemployed youth, governments need to apply appropriate strategies to promote the work culture among their peoples especially using national and mass media. National media and presses are expected to emphasize on the promotion of work culture, especially among the young generation so that the countries’ industries not become dependent on the migratory labor. This mission could particularly be performed by the television as the most public media. Also, the Association of American University Presses believes that the most effective way that presses can recruit and retain individuals representing the widest variety of backgrounds and experiences is by having as open and as supportive an environment as possible. Organizations use all sorts of tools to represent their goals and ambitions. Simulations of simulations and representations of the simulated are used for organizational sense making. Scenarios are representations of business goals; business goals which are used to reorganize and structure the next generation of scenarios. But some things simulated and others not, or is it simulation “all the way down”? Managing occurs by representing goals via all kinds of media; media that are involved in spreadsheets, PowerPoint presentations, and diagrams of goals, visions and strategies. Not only physical media, like telephones or computers, but also theoretical imaginaries abound (Boeschoten,20).

In a complex interplay of significations, participants take part in processes of representation. But the role of the intermediaries or the media is little recognized. Media seem to play a neutral role within the process of signification, as if true values or meanings hide behind the representations. But on a closer look, one can see that media shape the understanding of organization (Lever, 19).

This study has tried to review the role of national media in promoting the work culture among its audiences and in this respect; television is particularly dealt with as the most public national media.


1.2 Statement of the Problem

Most Television stations in Nigeria are basically set up to promote the numerous Nigerian cultural value. But inspite of this, most stations in Nigeria show too much western programs thereby promoting western culture as against Nigeria culture which they are originally set up to promote. This constraint has hinder the transfer of Nigerian cultural heritage to the younger generation. It is against this background, that the researcher consider the subject matter of this research as an empirical problem worthy of investigation.


1.3 Aim Objectives of the Study

The aim of this study is to examine the role of AIT in promoting youth popular culture in Kaduna metropolis. The specific objectives are to:

  1. Assess the role of AIT in repackaging Africa’s rich cultural Heritage to attract youths.
  2. Determine the contribution of AIT in enhancing Nigeria values among youths.
  3. Appraise the role of AIT in promoting popular trend among youths.

1.4 Research Questions

  1. What are the significant technical elements that are essential towards reinforcing Nigeria cultural value in AIT?
  2. What role does AIT play in repackaging Africa’s rich cultural Heritage to attract youths?
  3. What are the contributions of AIT in enhancing Nigeria values among youths?
  4. How does AIT promote popular trend among youths?
  5. What are the significant technical elements that are essential towards reinforcing Nigeria cultural value in AIT?

1.5 Significance of the Study

The study will be beneficial to African Independent Television as well as other TV station especially as they utilize the finding of this study as a basis to promote popular Nigerian culture among youths.

The study will also contribute to the existing knowledge on television and culture in Nigeria.

It is also worthy to note that the study can be use as a basis for further research, as the research can be use as a spring board for further research as well as a good reference material to students undertaking similar research.


1.6 Scope and Limitation of the Study

The study covers an empirical examination examine the role of AIT in promoting youth popular culture in Kaduna metropolis as well as to assess the role of AIT in repackaging Africa’s rich cultural

Heritage to attract youths and to Determine the contribution of AIT in enhancing Nigeria values among youths. The study covers a time from 2006 – 2011.

The study is limited to AIT, it will be difficult to generalize the findings to other TV stations.

For the fact that a survey study was used as the research design as well as the questionnaire as the research instrument, it is not certain if the same result would be obtained if other designs and instruments were used. Besides, another limitation is that the respondents could have either over exaggerated or understate their responses while scoring the items in the questionnaire. Also the nonchalant attitude of some of the respondents could affect the validity of their response to the questionnaire. This limitation should be taking cognizance of other researches conducting similar studies.


Chapter Five


Summary, Conclusion and Recommendation

5.1 Summary

The study examines the effect of television on popular youth culture in Nigeria. With search light on African Independent Television AIT .As such Chapter one give an extensive introduction to the subject matter by showing the  objectives as well as the research questions that guided the study.

Chapter two further reviews related literatures to the subject matter inline with objectives of the study. Subtopics were review to address the effect of Television on popular youth cultures in Nigeria.

Chapter three described the methodology used; it shows that a survey method was used for the study and that the population consists of the entire sales force of AIT Kaduna. Out of a population of 23 salesmen, 18 were used as the sample size. A questionnaire developed in five Likert scales was used to obtain data from the filed. Chapter four therefore show the analysis of the data collected from the field. The mean (X) was use to analyze data. The result indicates that The significant technical elements that are essential toward reinforcing Nigerian cultural values in AIT are basically to adopt 60% local content in their programmes as well as proper evaluation and adherence to NBC regulations as well as monitoring of programmes that are detrimental to youths and promoting programmes that enhances Nigerian cultural among youths

The analysis further indicates that the respondents agreed that Showing programmes that reflect Nigerian  cultural value in AIT international station as well as their satellite television stations and Investment in pure Nigerian indigenous TV station on Daar sat. The analysis further shows that the respondents equally agreed that Investment in pure Nigerian indigenous TV station on Daar sat. As well as Sponsoring  Nigerian movies and showing them on AIT channels, Regulating indecent programmes and Showing historical Nigerian documentaries that enhances Nigerian cultural heritage among youths; are the basic roles of AIT repackaging cultural value among Nigerian youths.

The analysis also indicates that the respondents agreed that the contributions of AIT in enhancing Nigeria values among youths is basically by Educating Nigeria youth through programmes that educates them as well as Promoting sports especially football, Inculcating Nigerian value to youths and Transferring Nigerian cultural heritage to youths as well as Promoting Nigerian fashion thereby enhancing decent dress code among youths.

AIT promotes popular trend among youths by featuring programmes that would appeal to youths as well as promoting popular trend and Promoting Nigerian fashion trend. The analysis equally indicates AIT promotes Nigerian music which is dominated by youths.


5.2 Conclusion

  1. Despite of Nigerian multifaceted predicaments like terrorism, diseases and corruption, its rich cultural heritage is a potential resource for its local content development industry towards transformation and growth. This assertion is supported by the recent developments in high definition TV Telecasting in Nigeria, exemplified by the accomplishments made by contemporary programmes like the ones shown on AIT network. This Africa’s digital revolution was triggered by the series of internationally funded training workshops, made possible through partnership, collaborative and mentorship opportunities availed to local artists, designers and scriptwriters. The goal of which was to enhance the technical knowhow of local media practitioners and avail them with new technical skills and venture creation opportunities towards advancing the Nigerian cultural heritage as well as values and to promote youth popular culture. It is against this that the research made empirical investigation on the AIT’s contribution in promoting youth popular culture. As such the finding indicates that The significant technical elements that are essential toward reinforcing Nigerian cultural values in AIT are basically to adopt 60% local content in their programmes as well as proper evaluation and adherence to NBC regulations as well as monitoring of programmes that are detrimental to youths and promoting programmes that enhances Nigerian cultural among youths
  2. The analysis further indicates that the respondents agreed that Showing programmes that reflect Nigerian cultural value in AIT international station as well as their satellite television stations and Investment in pure Nigerian indigenous TV station on Daar sat. The analysis further shows that the respondents equally agreed that Investment in pure Nigerian indigenous TV station on Daar sat. As well as Sponsoring  Nigerian movies and showing them on AIT channels, Regulating indecent programmes and Showing historical Nigerian documentaries that enhances Nigerian cultural heritage among youths; are the basic roles of AIT repackaging cultural value among Nigerian youths.
  3. The analysis also indicates that the respondents agreed that the contributions of AIT in enhancing Nigeria values among youths is basically by Educating Nigeria youth through programmes that educates them as well as Promoting sports especially football, Inculcating Nigerian value to youths and Transferring Nigerian cultural heritage to youths as well as Promoting Nigerian fashion thereby enhancing decent dress code among youths.
  4. AIT promotes popular trend among youths by featuring programmes that would appeal to youths as well as promoting popular trend and Promoting Nigerian fashion trend. The analysis equally indicates AIT promotes Nigerian music which is dominated by youths.

5.3 Recommendations

The following recommendation is proffered to address the identified problems confronting TV stations in promoting popular culture among Nigerian Youths:

  1. AIT and indeed other TV stations should play the role of facilitating public debate, decision-making, and reaching public consensus on vital issues of public interest. Cultural redirection, information flow, education and culture, national development, political and social mobilization, entertainment and recreation are all numerous uses the media could be put to. In strengthening the independence and self-reliance of the nation, it should be recognized that all individuals and people collectively have on inalienable right to a better life, which howsoever conceived, must ensure a social minimum.
  2. Since communication is interwoven with every aspect of life, the future of the TV broadcasting in Nigeria must be considered of utmost importance in the overall social, cultural, moral, economic goals of the nation.
  3. In ensuring a bright future for our cultural heritage, TV stations need a revolutionize, to present and carry forward Nigerian revolutionary purpose of promoting cultural heritage and value among youths.
  4. TV stations in Nigeria need to help create a feeling of nationhood among people traditionally divided by tribal loyalties; to explain the objectives of a new socialist society; to spread information about new and better ways of living; to win support for our country, its culture and its leadership and to motivate and mobilize the entire nation so as to realize its full potentials.
  5. Whatever the pre-occupations of the Nigerian TV station, be they programmes in drama, sports, situation comedy, telefilm or news, they must continue to promote an integrative indigenous culture, moral and value system in our search for nationhood, identity and national prosperity

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