ABSTRACT
This study examines the influence that film has had on the youth culture in Nigeria, particularly among the second wave of millennials i.e. those born between 1995 and 2004. The impact of films can be traced all the way back to the late 1920s. As this medium gained popularity in the 1950s, concerns also grew about potential harms, especially in connection with young audiences. This study assesses the influence of film as a mass medium in the formation/cultivation of Nigerian youth culture, it examines how much of an impact film as a mass medium has had on the youth culture in Nigeria and how film is different from other forms of mass media in influencing youth culture in Nigeria. The study is hinged on the cultivation theory of mass communication and it employs the survey method of data collection and analysis. It also uses descriptive and inferential statistics in analyzing data with the aid of SPSS software. The study found that films have had and continue to have a tremendous impact on youth culture as a result of their ability to connect with the viewers on an emotional level and portray serious issues in a manner that is acceptable, relatable and enjoyable. It is therefore the recommendation of this researcher that collaborative efforts be put in place, between the Nigerian government and the Nigerian film industry to harness and maximize the potential of films as a medium to enlighten and educate young people on appropriate social values that will bring about social change.
TABLE OF CONTENTS
DECLARATION…………………………………………………………………………………………………………….. i
CERTIFICATION………………………………………………………………………………………………………….. ii
DEDICATION……………………………………………………………………………………………………………… iii
ACKNOWLEDGEMENTS……………………………………………………………………………………………. iv
ABSTRACT…………………………………………………………………………………………………………………… v
TABLE OF CONTENTS………………………………………………………………………………………………… vi
CHAPTER ONE…………………………………………………………………………………………………………….. 1
- Background to the study………………………………………………………………………………………….. 1
- Statement of the problem………………………………………………………………………………………… 2
- Objectives of the study…………………………………………………………………………………………… 3
- Research questions…………………………………………………………………………………………………. 3
- Research hypothesis……………………………………………………………………………………………….. 3
- Scope of the study………………………………………………………………………………………………….. 4
- Significance of the study…………………………………………………………………………………………. 4
- Methodology of the study……………………………………………………………………………………….. 5
- Operational definition of key terms………………………………………………………………………….. 6
- Organization of the study………………………………………………………………………………………. 6
CHAPTER TWO……………………………………………………………………………………………………………. 8
Introduction………………………………………………………………………………………………………………… 8
- Conceptual Framework…………………………………………………………………………………………… 8
CHAPTER THREE………………………………………………………………………………………………………. 26
- Introduction…………………………………………………………………………………………………………. 26
- Research design……………………………………………………………………………………………………. 26
- Population of the study…………………………………………………………………………………………. 26
- Sample and Sampling technique……………………………………………………………………………… 27
- Types and Sources of data…………………………………………………………………………………….. 28
- Instrument of data collection…………………………………………………………………………………. 28
- Method of data analysis………………………………………………………………………………………… 28
CHAPTER FOUR………………………………………………………………………………………………………… 29
CHAPTER FIVE………………………………………………………………………………………………………….. 49
REFERENCES…………………………………………………………………………………………………………. 52
Background to the study
This study sets out to examine the influence that film has had on the youth culture in Nigeria, particularly among the second wave of millennials i.e. those born between 1995 and 2004.Mass media has existed in many different formsthroughout the yearsand tends to affect many aspects of society and everyday life.Films have been known to have both positive and negative impact on the mind as well as overall character and mental development of young people. Films can be used as a medium to pass across social messages or simply for fun.
The impact of films can be traced all the way back to the late 1920s. The earliest record of a coordinated social scientificinquiry into the subjectwas aimed at studying the harmful impacts of films on societies. The increased popularity of this medium as a common source of mass information and entertainment in the 1950s gave rise to concerns about potential harms, especially in connection with young audiences (Gunter, 2004). Even in modern times, concerns have been raised about the kinds of values and attitudes that young people may imbibe as a result of exposure to different kinds of media content (Kubey & Larson, 2005).
The far-reaching effects of films are better understood when we consider the fact that nowadays, films are translated either via subtitles or dubbing into different languages thereby giving audiences the opportunity to watch films not originally produced in their primary language. This allowed for the rapid spread of films from their country of origin to other countries, including Nigeria. Similarly, films made in Nigerian languages can also be translated into English or any
other language thereby making them accessible to other people who may not understand the primary language.
As a learning construct, the media is believed to have a lot of potential in contributing to the shaping of behavioral patterns in young people and has often been blamed for increased culturalalienation and attitudinal change among adolescents. This is because of its ability to persuade the thoughts and behaviors of people towards certain lifestyle patterns. Among all the forms of mass media though, films tend to play a major role in affecting the thinking pattern of the society (Evra, 1990).
Films are also referred to as motion pictures. They involve projecting a series of images onto the screen to create an illusion of motion. As a form of entertainment, it is very popular as it enablesviewers to immerse themselves in an imaginary world if only for a short period of time (Olaleye, 2007).
Statement of the problem
As mentioned earlier, films have a persuasive quality about them due to their ability to shape and sway the opinions and behaviors of individuals and societies.From as early as 2 years of age, children have access to media, especially television. The older they become, the more access they have to these media, which in turn opens up a whole new world of information to users, while simultaneously assuming that these users have the sense of responsibility to avoid watching negative or damaging information, which isn’t always the case. This has led to concerns and debate over the positive and negative effects of film as a mass medium in shaping the way of life of young people in today’s world.
In light of this, this research seeks to examine what influences film as a mass medium has had in cultivating today’s youth culture.
