INFLUENCE OF MTV BASE MUSICAL PROGRAMME ON THE DRESSING PATTERN OF ABSU STUDENTS
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INFLUENCE OF MTV BASE MUSICAL PROGRAMME ON THE DRESSING PATTERN OF ABSU STUDENTS
Chapter one
INTRODUCTION
1.1 Background of the Study
Television has been the most important medium in mass communication since its inception (Usaini, 2010). It can be considered a reliable source of information. The reasons are: full colour, action-packed, auditory and visual strength, and a mix of actors/actresses and presenters. This makes television a realistic medium for the audience (Orbe, 2010).
It transports audiences through theatre, cinema, documentaries, and other stunning presentations and shows, entertaining, educating, and informing them. ”
Television has a pervasive influence on teenagers, adolescents, and youths. The influence is mostly on their wearing and attires, that is, what they wear and use to beautify themselves” (Saodah & Mohd, nd.).
As a result, the spread of television and its impact on teenage social conduct has recently raised serious concerns (Nwodu, 2021). Television is highly valued as a medium of mass communication around the world.
Television portrays messages that have an impact on viewers, most notably their fashion choices. Television has a particularly special role in the culture of a people.
According to Baran (2009:75), television, like literature, is a unique cultural medium that plays a significant role in cultural transmission. According to research, television has a role in socialisation and cultural transmission.
The media has a huge presence in people’s lives. Within the discipline of communication, media refers to the specific medium utilised to convey a message to a wide, anonymous, and diversified audience (Pearce, 2009a).
Media studies include research on media effects, which refer to the media’s influence on audiences, as well as media representations, which are depictions of different cultural groups.
The notion that objective reality does not exist is central to social creation (Pearce, 1995). Instead, researchers who support this foundation emphasise that all knowledge is historically and culturally distinctive (Allen, 2005).
The media, as a powerful social structure, plays a vital part in shaping a person’s perception of reality (Gergen 1999). Even people who rigorously control their media consumption are susceptible to media influences.
All forms of media serve as cultural socialisation agents. Scholars have spent the most time examining the impact of television on personal, cultural, and societal perceptions (Orbe, 2010).
This is mostly due to the rapid rise of the television industry and its pervasiveness in daily life. As a socialisation agent, mass mediated pictures on television, such as news, soap operas, situation comedies, dramas, discussion programmes, athletic events, and so on, can have a significant impact on how people perceive themselves and others (Orbe 2010).
As a result, governments in certain countries prohibit particular forms of programming or only allow television shows that promote specific agendas. As a result, programmes created and transmitted around the world frequently reflect political, religious, cultural, and social objectives (Orbe, 2010).
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