INFLUENCE OF SOCIAL MEDIA ON NIGERIA UNDERGRADAUTE DRESSING HABIT
CHAPTER ONE
INTRODUCTION
1.1 Background of study
The value of social media as a medium of mass communication is esteemed all over the world. In Nigeria there are over one million audiences of social media films who are affected in one way or another, by the subjects treated in Nigerian Social media. These media portray message that have Influence on the viewers, mostly, their mode of dressing.
Media hold a very special place in the culture of a people. “media, like books, are a culturally special medium…an important medium of cultural transmission. (Baran, 2009:75). Studies show that media contribute to socialization and the transmission of culture (Baran, 2009; Daramola, 2007).
Research has shown that there exists a relationship between the Social media and social ills and other behavoural and attitudinal change in the society. For instance, the media are attributed considerable power to shape opinion and belief, change habits, and actively mouldingbehaviour and imposing political system even against resistance.
In discussing the Influence of Social media on the dressing pattern of students of University of Lagos, it is imperative to mention discourses on media influence. This is because, Social media are a mode of media transmission. In all of researches, the area of media Influence appears to be the most contentious. For one, if the media have no Influence on the society. Is there any realistic justification for their continued existence? For another, if the media do have influences on the thought process and attitude of mankind, should they take responsibility for the emergent foibles and discomfitures of man in the society?
The concern on media Influence has led to the development of different communication theories. This is an attempt to explain the relationship between communication messages and their Influences on the respondent.
O’Rork (2006) and Wogu (2008) argue that audiences are more likely to emulate models of behavior seen on the media if they expect to receive gratification from emulating another person “… Behaviour is influenced not only by personal or live models but by those presented in the Social media”. (O’ Rork, 2006:72)
Analyses on media Influence continue to show that the media have Influence on the pattern of behaviour of its audience. (Uwakwe, 2010; Okunna, 1999 and Okoye 1993).
Okunna, opines that because of their special power to affect the way people think, feel and behave, the Social media have been credited with incredible persuasive ability to change attitude and behaviour (1999:161). Culturally, this media Influence could be in the area of language, behavioural response, pattern of eating and dressing.
Since it has been established that film is a mass medium, it is proposed in this study that the home movie genre, which is the Nigerian local or indigenous films have
Influence on the pattern of dressing of students of University of Lagos . This supposition is hinged on the fact that Social media have gained wide followership among students of University of Lagos, especially the youths.
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This study utilizes the theory on media Influences on pattern of behaviour and attitude change and thus examines the Influence of social media on the dressing
pattern of students of tertiary institutions in UNILAG.
1.2 Statement of Problem
Social media are veritable tools of mass communication, which cut across national and cultural boundaries with wide and fast distributing networks internationally. Social media are seen as source of entertainment and education, as well as conduit for promoting Nigerian culture. Thus cultural transmission is a major role of the Social media.
In the face of media imperialism by foreign media and the over shadowing of Nigeria’s cultural values and manifests, it becomes important to examine the Social media is to ascertain if it is influencing the dressing pattern of these students of University of Lagos.
An examination of some of the Social media will reveal that they portray nudity while some of the media portray costumes that reflect the rich Nigerian culture, manifest in her traditional mode of dressing. Media and cultural researchers have noted that dressing is a manifest reflection of a people’s culture.
In the face of these challenges, it becomes necessary to examine how the Social media Influence the dressing pattern of students in University of Lagos (UNILAG). Such discovery is imperative since it will guide the policy makers where necessary especially if it is found that the Influence is negative and detrimental to Nigerian’s cultural objective and values. Positive Influence however, will be such that promotes pride in Nigeria’s values and seeks to retain her rich culture as against preference for western pattern of dressing and nudity or indecent dressing.
