AKBC TV CONTENT AND WESTERN CULTURE TREND AMONG YOUTH
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AKBC TV CONTENT AND WESTERN CULTURE TREND AMONG YOUTH
ABSTRACT
This study focusses on AKBC TV content and Western culture trends among youths. The goal was to see if AKBC TV content influenced western culture trends among youngsters. The researcher conducted this study using the survey research method, with a questionnaire serving as the data gathering instrument.
A sample of 133 youngsters was taken from a population of 200 in the Uyo metropolis. The researcher posed research questions and derived research hypotheses from them. The relevant literatures were reviewed for the study, and data was collected, analysed, and interpreted using descriptive and inferential statistical methods.
In addition, the chi-square (x2) test was employed to evaluate data obtained by the hypothesis and tables. The results were analysed using sample percentages. The findings of the investigation demonstrated that AKBC TV content does not promote Western culture.
Chapter one
INTRODUCTION
Background of the Study
The twenty-first century has seen considerable growth in the media sector, ranging from the privatisation and commercialisation of broadcast media to the importation of subsidised cable networks, foreign television programs, and films into Nigeria.
Foreign television programs are mostly from the United States and Western Europe, and even when they aren’t, like in the case of Mexican soap operas, they are simply local variants of worldwide capitalism.
American-produced television shows, in particular, may be watched in almost every country with television. It is thought to have impact over several countries.
Without a doubt, one of the most astonishing developments of the twenty-first century has been the extensive distribution and subsequent popularity of American films and television entertainment shows over the world. Guback (1969). Lee (1980); Tunshell (1977); and Wells (1972).
As a result, I agree with the majority of local opponents of the American television business (Hamelink 1983; Schiller 1989; Mattelert 1970) who argue that the United States and Western Europe wield power over the economies and cultures of third-world countries.
Western exports of television entertainment are shown in Nigeria, as exemplified by the trend in Enugu State, on 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 such as DSTV, Multi choice, GO TV, star times, euro sport, music television and a host of others.
However, the participation of certain of our local media, such as NTA and Star TV, in the course of international television programming is due to the fact that the majority of their programmes
which have been shown to be viewed mostly by youngsters, expose youth to foreign cultures. Soap operas, movies, and youth programs such as ‘our generation’, ‘youth perspectives’, and ‘Top 10 music countdown’ are examples.
“Our generation” airs on NTA Enugu, while “Youth perspective” and the Top 10 music countdown air on ESBS. Both shows are hosted by young people and are unfortunately rich with music videos of Western origin, dominated by rap singers such as Tupac Shakur (late), Beyonce, Ashanti, 50 cent, Sean Paul, Kell Rowland Big, Queen Latifa, Celine Dion, and others.”
It is apparent that western television contents, especially those of American origin, are purposeful and strategic “weapons” aimed at subjugating the cultural worth of underdeveloped countries.
Statement of Research Problem
Each mass medium has unique traits that give it an advantage over other media. Television, for example, offers many benefits over other media forms due to its audiovisual component. In fact, despite the remarkable development of so many new media technologies over the last decade, television continues to be the most worldwide and powerful medium.
Today’s television material is undeniably diverse, ranging from sitcoms and soap operas to reality shows, athletic events to music video countdowns, and our favourite blockbusters to wildlife documentaries. As everyone who knows a young person can agree, television is one of the most potent elements in adolescents’ lives today.
It is an important medium of communication in the twenty-first century, used for a variety of purposes such as information acquisition, education, cultural heritage preservation, societal surveillance, 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 clothing, to name a few.
According to a research by the Kaiser Family Foundation (KFF, 2010), kids spend more time with media than any other activity, averaging over 7½ hours each day, seven days a week.
Despite the overpowering attributes (light, colour, sound, and action) that enable television to command a significant share of media consumption, the audience may reject its programs if the content deviates from their cultural characteristics.
The multicultural nature of our society now arises as a result of global media and the introduction of new technologies that have enabled access to varied and remote cultures through television, radio, the internet, supermarkets, and shopping malls.
A culturally, ethnically, and linguistically diverse country such as Nigeria may understand the enriching value of diverse cultures and values and apply them in its own unique way.
However, discussions of this scenario typically focus on the negative implications rather than the benefits. While it is undeniable that media imperialism has piqued the interest of many 21st-century social science experts, it should be noted that the issue remains unfamiliar to Africans due to a scarcity of scholarly works on the subject.
1.3 PURPOSE OF THE STUDY
The purpose of this study is to examine how AKBC TV material influences Western culture trends among youngsters. The precise aims include:
To examine whether AKBC’s TV material promotes the Western culture trend among youths.
To determine whether AKBC broadcasts more western programs.
Determine the relationship between foreign TV content and the attitudes of the country’s youth.
Significance of the Study
This research could not have arrived at a better time, given that technical advancement has enabled the indiscriminate movement and consumption of Western television programs throughout the developing world.
It is hoped that the findings of this study would allow the government and other policymakers to put proper safeguards in place to combat the inflow of Western media material and its attendant effects.
Another significance of this study is that it will allow the government to recognise the role of the media in youth/national development and, as a result, reposition our local media to compete favourably with their western counterparts, regaining the approval of Nigerian youths.
Research Hypotheses
Based on the problem that this research study addressed, the students created and tested the following hypotheses:
H0: AKBC TV content does not encourage Western culture among Uyo metropolitan youngsters.
H1: AKBC TV content does not promote Western culture among youngsters in Uyo metropolitan.
H0: There is no substantial association between AKBC TV content and the youth’s preference for western culture.
H1: There is a strong link between AKBC TV content and the Western cultural trend among youth.
SCOPE OF THE STUDY:
This study will look at several types of TV material and how they may influence young people. The study focusses on the youngsters of Uyo city.
1.7 Limitations of Study
This study’s scope encompasses a national landscape. However, due to time constraints and poor resources, the study is restricted to Uyo, Akwa Ibom state. The researcher recommends that a similar study be conducted in at least one state from each geopolitical zone to achieve a comprehensive result.
1.9 Definition of Terms
The keywords that make up the focus of this study are specified both conceptually and operationally.
Conceptually, youth includes both young males and young women.
Operational: young men aged 15 to 30.
Western media Conceptual: this pertains to news media in the Western world.
Operational: Western television and cinema.
Western media content Conceptual: all media programs of western origin
Operational: American/European-made TV shows/films
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