Effect Of Foreign Television Programmes On The Cultural Values Of Nigeria

This study probes the effect which foreign TV has on the cultural values of the Nigeria youths particularly students. The research posits that the current trends in cultural behaviour of youths in Nigeria as observed among student of Osun State Polytechnic, Iree is significantly associated with their perception of western culture and exposure to western Tv programmes. The assumption that foreign media content has direct powerful effects is shared by optimistic modernization theory, cultivation theory and cultural imperialism theory. Questionnaire was designed to collect data by using of survey research method, while respondents were selected using multi-stage sampling technique to draw. The data collected were analysed and interpreted using descriptive statistics (frequency percentage and tables).

Findings show that many of the respondents spend 4-10 hours watching television programmes and larger percentage of the respondents watch television programmes daily with the highest of them enjoy drama programmes, also, many of the respondents still prefer local television stations than foreign television stations because local stations full of local materials, it enhances local ideas and improves cultural values of Nigeria. The paper recommends that the media managers and practitioners as gate-keepers must develop a Nigerian cultural inclination and consciousness that will allow for the production of programmes reflecting the Nigerian idiom, develop its own television rhetoric and creative ability.

Introduction

1.1 Background to the Study

Culture refers to the full range of learned, socially transmitted human behaviour patterns such as language, beliefs, values and norms, customs, dress, diet, roles, knowledge and skills, and all the other things that people learn that make up the "way of life" of any society. It is a pattern of human activities and the symbols that give these activities significance. It is what people eat, how they dress, beliefs they hold and activities they engage in.

Society was formed under an agreement would need a hold of morality that must be executed in a common life among members of the public. Consensus will be the rules of morality that will be done with a guide for all members of the community in conducting the various activities of life together. Rules of morality are embodied in the form of values and norms of society. In everyday life human interaction is guided by values and constrained by norms of social life. Norms and values at first birth was not accidental; because humans exist as social beings and must interact with the other.

Culture is a powerful human tool for survival passed on from one generation to the next through the process of socialisation. "The process of expanding culture has been under way for many centuries, but technologies have increased the speed and have also broadened the distribution of cultural elements beyond communities and nations" territorial frontiers. (Nwegbu et al 2009)" Notable amongst the wide spectrum of information and communication technologies that have redefined the cultural identity of several societies are mass media technologies. The mass media, most especially Television (TV), have become a part of our daily lives, as well as important sources of information, education, entertainment and correlation of the various parts of the society.
Each mass medium has unique characteristics, which places it at advantage over other media. Television, for instance, has a wide range of advantages over other media structures as a result of its audio visual component. In fact, despite the unprecedented development of so many new media technologies over the past decade, television remains the most global and powerful of all media. Undeniably, television content are encompassing nowadays - from sitcoms and soap operas to reality shows, from sporting events to music video countdowns, and from our favourite blockbusters to animal documentaries. As anyone who knows a youth can attest, television is among the most powerful forces in adolescents" lives today. It is an important medium of communication in the 21st century and is used for several reasons including information acquisition, education, preservation of cultural heritage, surveillance of the society, and entertainment as it provides millions with a constant stream of free leisure strategies and opportunities; family matters; messages about peers, relationships, gender, sex, violence, religion, food, values and cloths just to mention a few. In fact, besides (maybe) sleeping, a study by the Kaiser Family Foundation (KFF, 2010) revealed that youths spend more time with media than with any other activity - an average of more than 7½ hours a day, seven days a week. Despite the overwhelming qualities (light, colour, sound and motion) which empower television to command a major proportion of media consumption, the audience may reject its programmes if its content derails from their cultural traits. The multicultural nature of our society today exists as the effect of global media and the emergence of new technologies have paved way for access to diverse and remote cultures via our television, radio, internet, supermarkets and shopping centres. A society like Nigeria which is culturally, ethnically and linguistically diverse may recognise the enriching value of diverse cultures and values, and use them in its own way. But then, discussion of this scenario normally emphasises on the negative effects rather than positive. While it can not be argued that media imperialism has attracted the attention of many 21st century social science scholars, it should be pointed out that the issue is still very alien to Africans because scholarly works have been very limited on it.

This study focuses on the influence of media imperialism and the claim that it has affected and undermined local Nigerian norms and values. It specifically examines the influence of Western media content on the cultural values of Nigerian youths using English Premier League (EPL) clubs supporters among student of Osun State Polytechnic, Iree as a case study. There are various types of media but this paper will only focus on television programmes, as the exposure is somewhat worldwide.

1.2 Statement of Problems

It cannot be over-emphasized that television has become a part of our daily activities. The list of notable broadcast, cable/satellite TV stations and distributors in Nigeria is endless. Every state in Nigeria has a TV station; and each is popular in its state. Add the NTA"s newly launched terrestrial broadcasting outfit - Star-Time as well those embedded in Multichoice"s DSTV, you will realise that viewers are on a daily basis bombarded with programmes that erode local values and impose alien cultural traits which eventually become part of our heritage. While it is true that viewers have indigenous alternatives, most Nigerians prefer foreign TV content. One of the reasons behind this could be the fact that local producers imitate their Western counterparts. Consequently the programmes become tattered; this in turn prompts the audience to develop enthusiasm for Western oriented programmes. In other words, while the local cultural values diminish, Western traits thrive - cultural imperialism.

1.3 Objectives of the Study

The study has the following as its aim:

To determine if Nigerians especially the youths prefer foreign television programmes.

To determine the causes of the foreign television programme addiction among Nigerians.

To determine the effect of foreign television programmes on the cultural values of Nigeria.

To recommend effective ways to curtail the incessant influx of western television programmes

1.4 Research Questions

In achieving his aim, the researcher had to answer the following well-structured questions:

Do Nigerian youths prefer Western TV programmes to locally produced ones, and if yes, why?

Do Nigerian youths accept and practice Western cultural values exposed to through Western TV content at the expense of Nigerian cultural values or do they resist them in favour of their indigenous cultural values?

What can be done to curtail the incessant influx of Western programmes from TV screens in Nigeria?

1.5 Research Hypothesis

According to Adaramola (2001), hypotheses are statements of arguable assertions formulated about the characteristics of a defined population which may be accepted or rejected after critical investigation and tests. Every research work must be hinged on two forms of hypotheses namely: null hypotheses (H0) and alternative hypotheses (H1).

The testable hypotheses for this study are:

H0: Mass media exerts insignificant influence in shaping cultural traits exhibited by Nigerian youths.
H1: Mass media exerts significant influence in shaping cultural traits exhibited by Nigerian youths.

H0: Improvement of Nigeria"s TV/Entertainment industry will unlikely increase Nigerian youths" preference for locally produced television programmes.
H1: Improvement of Nigeria"s TV/Entertainment industry will most likely increase Nigerian youths" preference for locally produced television programmes.

1.6 Significance of the Study

The influence of television on humanity is encompassing. Several works have observed the psychological aspects of watching television. People are affected differently, depending on the information type and exposure level, (Obono and Madu, 2010) citing (Bandura, 1973; Van, 1990). Many studies tend to criticize the media for the negative influences on audience"s attitude and morality. Television is said to be the cause of violence among youths and children. Moreover, cartoons such as Popeye, Superman, Scooby and Scrappy Doo are said to have many violent scenes and proved to influence children in their lives, like the way they play and the clothes they wear (CAP, 1983, in Norsiah, n.d.).

This study therefore sought to draw the attention of broadcast practitioners and owners to the vital role television plays as an agent of socialisation. Bearing this in mind, broadcast practitioners and owners will be mindful of the kind and content of programmes they air, most especially at prime time, knowing fully the susceptible nature of adolescents.

1.7 Scope of the Study

The scope of this study is to investigate effect of foreign television programmes on the cultural values of nigeria. It specifically examines the influence of Western media content on the cultural values of Nigerian youths using English Premier League (EPL) clubs supporters as a case study. The respondents for this study are restricted to 13 - 25 year olds in. The research sample was deliberately designated because they are mostly affected by mass media messages.

1.8 Limitations to the Study

This research like every other study before it has its own limitations. The shortcomings of this study are:Although there are sufficient relevant materials (journals, books, etc.) for the literature review, some journals are not accessible online and acquiring them could prove impossible considering the tedious procedure involved (especially through online purchase).

1.9 Operational Definitions

Cultural Identity:

Refers to those commonly shared socio-political cultural traits relating to beliefs, norms, values, attitudes and behaviours that fits individuals into the Nigerian society.

Media:

Refers to television. In this study media, mass media and mass communication tools are used interchangeably.

West:

Used interchangeably with Western, refers to American and European societies operating under democratic and capitalist systems.

Westernization:

Refers to conscious and unconscious domination by Western TV products on Nigeria"s media systems.

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