Influence Of MTV Base Musical Programme On The Dressing Pattern Of ABSU Students

This study set out to evaluate the influence of MTV Base programmes on the dressing patterns of Abia state University students. Survey research method was adopted to investigate how MTV Base, a popular music television channel, has influenced the dressing patterns of the undergraduates, considering the channel’s constant portrayal of western culture in its music programmes, especially the dressing styles of foreign pop artists. The research objectives include; to find out whether the students` dressing patterns are influenced by their viewership of MTV Base programmes; to determine the cultural implications of MTV Base programmes on the dressing patterns of the students, and to determine whether there is a significant relationship between the students’ viewership of MTV Base programmes and the erosion of African culture. Anchored on Social Learning theory, the research revealed that the dressing patterns of undergraduates are negatively influenced as a result of constant viewership of MTV Base programmes, which subsequently results to cultural imperialism and massive erosion of African culture through the help of globalization. The study recommended, among others, that more should be done by the appropriate authorities to get university students in Nigeria to prefer Nigerian culture to others through the way they dress, talk and dance rather than cultivating and adopting alien cultures that constantly put them under criticism.
Keywords: African culture, Assessment, Dressing patterns, Influence, Popular Culture.