THE IMPORTANCE OF BROADCAST MEDIA IN PROMOTING ATTITUDINAL CHANGE AMONG NIGERIAN YOUTH
Chapter One
Introduction
1.1The Study’s Background
The purpose of the media is threefold: to inform, entertain, and educate the audience (Mughal, 2011, p.1). These three key functions are intricately linked and work in tandem to achieve the overall goals of information gathering and dissemination tasks. The primary goal of any broadcast program, regardless of genre, is to positively influence the audience through the dissemination of appropriate information, education, or entertainment that will bring out the best in the “audience members” in accordance with societal norms and values (Bittner, 1989).
In order to accomplish these goals, broadcast media has devised a strategy for making their messages more effective and influential by combining education and entertainment known as “Entertainment-Education” or combining information and entertainment known as “infotainment.”
Many studies, particularly in developed countries, suggest that visual media (e.g., television) influence a variety of attitudes and behaviors among youths. Television has authority over young people’s decisions, according to scholars such as Huesmann and Taylor (2003). They claim that “youths simply accept what television tells them without question.”
According to Baran (2009), “television technology is but a double age sword with the power of doing good and evil to anyone exposed to it.” Keyes (2000:1) expressed concern about the media’s negative influence on youth culture. “Because their values and ideals have not yet fully developed, youths are especially vulnerable to outside influence from their television sets.” As a result, they are susceptible to change through any means.
According to Chari (2005), “their world is erected by the stories they hear, see, and tell.” Television plays an important role in this process, emphasizing the importance of determining who should determine what should shape people’s perceptions and how.” In terms of fashion, television has influenced youths, leading them to believe in a particular way of dressing.
The clothing worn in acting, stage music, and advertisements is promoted to society as the best way to look good. According to Mangwere et al. (2013), “television is one of the factors that today influences the way teenagers (youths) dress, talk, walk, and even influence the type of music or food they want.”
Besides being influenced by the characters on television, youths are also prone to be influence by the presenters of the programme (Boone, & Lomore, 2001). (Boone, & Lomore, 2001). By extension, youths absorb the contents of this film without hesitation or second thought. Based on this, the researcher wishes to investigate the role of broadcast media in promoting behavioral change among Nigerian youth.
Statement of the Problem
The media encompasses a wide range of industries and products. As a result, mass media includes television, newspapers, broadcast satellites, as well as internet enabled “new media” and its now popular social networking sites, among other things. The mass media, which is more accessible to children today than in the past, presents them with attitudes and values that appear to contradict those of the family, school, and, at times, peers.
It has an impact on their perceptions of the prevalence of certain events and behaviors, which in turn influences their political views, tolerance for minority groups, and other attitudes. Many attempts have been made to investigate cultivation effects in an experimental setting.
The study’s objective
The study’s objectives are;
determining the effect of broadcast media on youth attitude change
determining the role of broadcast media in educating Nigerian youth
To investigate the link between broadcast media and youth socialization.
Hypotheses for research
The researcher developed the following research hypotheses in order to successfully complete the study:
H0: There is no effect of broadcast media on youth attitudes.
H1: There is an effect of broadcast media on youth attitudes.
H02: There is no role for broadcast media in educating Nigerian youth.
H2: The role of broadcast media in educating Nigerian youth
The study’s importance
The study will be extremely beneficial to Nigerian students and youths. The study will provide a clear picture of the role of broadcast media in promoting behavioral change among Nigerian youth. The study will shed light on the role that broadcast media plays in the lives of Nigerian youth. The study will also be used as a resource for other researchers who will be working on similar topics.
The study’s scope and limitations
The study’s scope includes the importance of broadcast media in promoting behavioral change among Nigerian youth. The researcher comes across a constraint that limits the scope of the study;
a) RESEARCH MATERIAL AVAILABILITY: The researcher’s research material is insufficient, limiting the scope of the study.
b) TIME: The study’s time frame does not allow for broader coverage because the researcher must balance other academic activities and examinations with the study.
1.7 TERM DEFINITION
Broadcast media refers to the traditional forms of media, such as television and radio. Technically, the term “broadcast media” can also refer to the internet, as well as Bluetooth marketing and other forms of location-based transmissions.
Attitudinal shift:
Attitudes are beliefs and behaviors toward a specific object. They are not stable, and are subject to change due to social influences, as well as the individual’s motivation to maintain cognitive consistency when cognitive dissonance occurs when two attitudes or attitudes and behavior conflict.
Attitudes and attitude objects are the result of affective and cognitive factors. It has been proposed that the activation of a single node can change the inter-structural composition of an associative network.
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THE IMPORTANCE OF BROADCAST MEDIA IN PROMOTING ATTITUDINAL CHANGE AMONG NIGERIAN YOUTH