ABSTRACT
An attempt at knowing the influence of Western Television Programmes (WTP) on the cultural values of Nigeria youth accounts for the present study. To embark on this study, the descriptive research design of the survey type was adopted. A sample size of 100 respondents was drawn from the selected youths in Ijebu-Ode Local Government, Ijebu-Ode, Ogun-State, Nigeria using the random sampling technique. One instrument was used for the present study. The instrument was a self designed questionnaire drawn for the youths in Ijebu-Ode. In all, 15 questions were asked for each of the respondents to answer. Findings in the study shown that 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. However, from available result in this research work, it has clearly revealed that television has become a part of our daily livesand has transformed the traditional functions of the mass media which is to inform, educate and entertain. Television plays a vital role in the in transmission of cultures beyond national frontiers, which makes it the highly successful medium that it has become. The researcher suggests that the following be done to curb the incessant influx of Western cultural products into our society: (i) 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. (ii) 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. (iii) Likewise broadcast houses should formulate and implement policies that will mandate that the imperialistic messages are disseminated at the barest minimum.
TABLE OF CONTENTS
Pages
Front page ……………………………………………………… ii
Abstract ……………………………………………………… iii-iv
Certification ………………………………………………………. v
Dedication ………………………………………………………. vi
Acknowledgements ….................................................................. vii-viii
Table of Contents …………………………………………….. ix-x
List of Tables .......................................................................... 36
CHAPTER ONE : INTRODUCTION
1.1 Background of the study 1-2
1.1.1 Why Youths Watch Television? 2-3
1.1.2 Exposure to Western Values Through TV 4
1.1.3 It’s Effect on Identity and Taste 4-5
1.2 Statement of the problem 6
1.3 Objectives of the study 7
1.4 Research Question 7
1.5 Research Hypothesis 8
1.6 Significance of the study 9
1.7 Scope of the study 9-10
1.8 Limitations to the Study 10
1.9 Operational Definitions of the Terms 10-11
CHAPTER TWO: LITERATURE REVIEW
2.0 Introduction 12
2.1 EmpiricalReview 13-16
2.2 TheoreticalFramework 16
2.2.1 Reviewing CulturalImperialism 17-18
2.2.2 A Glance atGlobalisation 18-20
2.2.3 The GlobalisationDebate 20-21
2.2.4 The Concept ofCulture 21-23
2.2.5 Impact of Globalisation onCulture 23-24
2.2.6 The GlobalMedia 24
2.2.7 The Destruction ofNigeria 24-29
2.2.8 Nigeria’s Television Landscape: A Case StudyApproach 29-33
CHAPTER THREE: RESEARCH METHODOLOGY
3.0 Introduction 34
3.1 Research Design 34
3.2 Area of Study 34
3.3 Population of the Study 34
3.4 Sample and Sampling Techniques 34-35
3.5 Instrument for Data Collection 35
3.6 Validity 35
3.7 Method of Data Analysis 35
CHAPTER FOUR: Results
4.2.1 Research Question 1 37-39
4.2.2 Research Question 2 39-40
4.2.3 Research Question 3 40-42
CHAPTER FIVE: Discussions, Conclusion and Recommendations
5.1 Discussions 43-44
5.2 Conclusion 44
5.3 Recommendation 45
References 46-48
Appendix 49-51
