THE INFLUENCE OF WESTERN TELEVISION PROGRAMMES ON THE CULTURAL VALUES OF NIGERIA YOUTHS (A CASE STUDY OF CARITAS STUDENTS, ENUGU).
ABSTRACT
This study probes the impact which Tv has on the cultural values of the Nigeria youths. It specifically tackles the impact of western Tv programes on Nigeria
University students. The research posits that the current trends in cultural behaviour of youths in Nigeria as observed among Caritas student Enugu is
significantly associated with their perception of western culture and exposure to western Tv programmes. The assumption that foreign media content has direct powerful elects
is shared by optimistic modernization theory. Lerner (1962) Rogers (1964) Schramm (1964) and the later critical perspective of cultural
and media imperialism. McPhail (1981), (1984) Gerbuer (1977). The research applies the theory of acculturation along with the culturation hypothesis.
“Defluer and Dennis 1991, Garbner 1977, Morgan 1991” explains that acculturation of Nigeria youths take place as a result of exposure to western Tv which
influence the perception of Tv reality and alters self-image. From the review of related literature, the following hypotheses emerged for testing HI: More
exposure to Tv will tend to identification of western television stars as models. H2: The improvement of Local Tv movies industries will increase Nigerian
youths’ preference for local Tv product. Research hypotheses 1 and 2 received statistical support from the analysis of collected data using the survey research
method Recommendations to check the cultural genocide for further research were preferred.
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THE INFLUENCE OF WESTERN TELEVISION PROGRAMMES ON THE CULTURAL VALUES OF NIGERIA YOUTHS (A CASE STUDY OF CARITAS STUDENTS, ENUGU).
