EVALUATION OF MASS MEDIA INFLUENCE ON LIFESTYLE OF YOUTHS
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EVALUATION OF MASS MEDIA INFLUENCE ON LIFESTYLE OF YOUTHS
Abstract
The term “mass media” refers to material that is intended to be consumed by huge audiences using technological means. The Internet, television, newspapers, movies, and radio are all examples of mass communication technologies. The media also includes the organisations that govern these technology.
In light of the rising prevalence of HIV/AIDS, research on young people’s sexuality and sexual behaviour has identified the media as a significant source of information on reproductive and sexual health issues, as well as an important influence in their lives, particularly in terms of their interaction with the opposite sex.
The study used the Gratification theory, Agenda-Setting theory, Knowledge Gaps theory, and the “Spiral of Silence” hypothesis to describe the societal consequences of the media.
The study concluded that regular exposure to the media influences the lifestyle of youths negatively, and this is the reason for most negative behaviour among youths in our urban centre that is attributed to the media, that the media
though it could be a useful tool for dissemination of useful information and a useful tool for societal development, could also bring about social and moral decadence in the society if not properly managed, and that educators, parents
The study suggested that media managers and practitioners serve as gatekeepers, developing media content/messages in accordance with our culture and locally recognised standards.
Chapter one
INTRODUCTION
1.1 Background for the Study
Over the last two decades, researchers have become increasingly interested in investigating the links between media and young people’s views and behaviours. In light of the rising prevalence of HIV/AIDS, research on young people’s sexuality and sexual behaviour has identified the media as a significant source of information on reproductive and sexual health issues
as well as an important influence in their lives, particularly in terms of their interaction with the opposite sex (Vasan, Dinesh, and Prashanth, 2004; Sodhi, Verma, and Schensul, 2004; Belaku Trust, 2004).
According to studies, a large majority of teenagers are exposed to the media, and for many of them, the media is their primary source of information.
The mass media expansion that began in the 1950s has fundamentally altered the milieu in which young people are raised. Electronic media provides young people with a number of new learning possibilities and broadens the range of activities they attend.
Young people today are easily impacted by their surroundings. Teenagers are influenced by everything, including television, peers, family members, and even strangers (Anderson, Gentile, Warburton, Saleem, Groves, and Brown, 2015).
The term “mass media” refers to material that is intended to be consumed by huge audiences using technological means. The Internet, television, newspapers, movies, and radio are all examples of mass communication technologies. The media also includes the organisations that govern these technology.
According to Opubor in Fred and Godwin (2008, p.14), “the mass media are social institutions generating standardised messages to a large, dispersed, and heterogeneous audience which are not necessarily known to the source”.
Ekeanyanwu, in Fred and Godwin (2008, p.145), defines the mass media as numerous means of mass communication, such as books, newsletters, internet journals, etc.
According to Nwanne (2012, p.62), Macbride et al. identify the role of mass media as “one of the major features of our contemporary world.” Imhonopi and Urim (2004, p.22) take the similar approach in explaining the role of the mainstream media.
Their assertion is that “…. the mass media in any society play a major role in the promotion and sustenance of the norms and values of that society” .
One of the tasks of mass media, highlighted by Laswell (1948) in Sambe (1994), is the transmission of cultural heritage from one generation to the next. Based on this position, the mass media can be defined as a preservation institution for all components of culture, both material and non-material.
There are reasons to believe that environmental context influences children’s television watching, regardless of other individual demographic traits. Rural areas, for example, may not provide as many cultural and recreational opportunities for children as major cities and suburbs (Schneller, 1988).
Thus, the relative lack of other leisure activities in rural locations is likely to cause rural students to spend more time watching television than their larger town and suburban peers. Similarly, differences in subculture norms can have a significant impact on television viewing habits.
The media has a far-reaching impact on people’s lives, with a variety of effects. Using a parabola and satellite transmission, most of us now have access to a wide range of unfiltered information.
Many types of video can be purchased freely, and they are conveniently accessible at a low cost and from anywhere. The internet provides access to various and diverse sources of knowledge.
Ralph, E. Hanson (1995:24), quoting Joshua, stated that the current development of mass media had the potential to cause significant social transformation. The mass media, which has been referred to as the world’s mirror, has had numerous influences on our civilisation.
One of its repercussions has been to foster violence among our society’s youth. Alison and Jarice reported in the New York Times in 1995 that television is one of the leading causes of adolescent aggression, more so than any other.
Some people believe that mainstream media is effective in shaping young people’s lifestyles, whereas others disagree.
According to Merton and Lazerfield, the media is ubiquitous and has the potential to control and affect people’s lives. Neil Postman (1985) contends that television fosters triviality by speaking in a single voice, that of amusement. He also suggested that television, as a mass medium, is changing our civilisation. Alison & Jarice (1992:2)
The purpose of this study is to assess the impact of mass media on the lifestyles of young people, with Warri in Delta State serving as the study’s focus.
1.2 Statement of the Problem
The assumption that mass media has a substantial effect in young people’s lifestyles warrants further examination to confirm its reality. The challenge is to assess the impact of mass media on the lifestyles of Warri’s youths.
1.3 Objectives of the Study
The study’s aims are as follows:
i. Determine whether youths have access to the mainstream media.
ii. Assess the impact of mass media on the lifestyles of youths in Warri Delta State.
iii. Determine the impact of mass media on the educational standards of youths in Warri.
iii. Determine whether there is a link between mass media use and an increase in social vices among young people.
1.4 RESEARCH QUESTIONS.
This study will be led by the following research questions.
i. Do Warri’s youth have access to mass media?
ii. Does the media have any influence on the lifestyles of young people in Warri Delta?
iii. What effect does the mass media have on the educational standards of young people in Warri?
iv. Is there a link between mass media use and an increase in social vices among young people?
1.5 Scope of the Study
The study would be aimed at the broad public of Warri metropolis, who may be considered a consumer of any advertised goods on television.
1.6 Significance of the Study
This study aims to be helpful in the following ways:
It is expected to assist the government, religious leaders, educators, and policymakers in understanding the extent to which mass media can cause radical changes in the lifestyles of urban adolescents, as well as how the media can be used as a weapon for cultural importation.
The results of this study will help the government understand what role the media may play in a country’s development and, as a result, how to use the mass media, particularly television, in the democratic and development processes in general.
The study will serve to educate the general public about the association between television program content and aggressive behaviour among urban youngsters.
The conclusions of this study will help the government understand what role the media can play in a country’s development and, as a result, how to use the mass media, particularly television, in the democratic and development processes in general.
Again, the study will help to raise awareness and knowledge among teenagers and students who will become future cybercafé, radio and television owners about the kind of programmes that should be broadcast.
1.7 Definition of Terms
Mass media are channels for transmitting messages over long distances or over time in order to achieve mass communication.
Youths: the era of your life while you are young, or the state of being young (18-31 years).
Television is a technology that converts visual pictures (with sound) into electrical impulses, transmits them by radio or other means, and displays them electronically on a screen.
It is a box-shaped device with a screen that accepts electrical impulses and converts them into moving images and sound, as well as the method or business of transmitting images and sound via electrical signals.
A lifestyle usually represents an individual’s attitudes, way of life, values, or worldview. As a result, a lifestyle is a way of developing a sense of self and creating cultural symbols that are consistent with personal identification.
Influence: the ability to have an impact on the character, growth, or behaviour of someone or something, or the effect itself.
1.8 Limitations of the study
According to Picard (2001: 66), the fundamental reason for the absence of research in this field (media influence on young lifestyles) is a lack of adequate data.
This study was again limited by insufficient material gathered on this topic, insufficient time to properly prosecute this topic – the researcher had to divide his time between other academic activities while carrying out this research, and finally, finance was not readily available to do all of the necessary things related to this research work.
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