THE IMPACT OF WESTERN TELEVISION PROGRAMMES ON THE CULTURAL VALUES OF THE NIGERIAN YOUTHS

    This study probes the impact which TV. has on the cultural values of the Nigerian youths.   It specifically tackles the impact of western TV. programmes on Nigerian university students.  The research posits that the current trends in cultural behaviour of youths in Nigeria as observed among ESUT students 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 effects is shared by optimistic modernization theory Lerner 1962, Rovers 1964, Schramm 1964) and the later critical perspective of cultural and media imperialism (MCphail 1981, Pltschull  1984, Garbner 1977.
    Previous studies by Payne and Peake (1977), Barnette Mcphail (1980) Skinner (1984) have all  found western television especially U.S TV. as having levels of influence on the cultural values of viewers in less Developed countries.
    The research applies the theory of Acculturation, along  with the cultivation of enculturation hypothesis.  Defluer and Dennies 1991, Garbner 1977, Morgan 1991).  To explain that acculturation of Nigerian youths takes 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 hypothesis emerged for testing.
    Hi more exposure  to TV will tend to load to identification of western TV stars as models.
    H2 imitation of the behaviours of TV stars will tend to be higher among those who identify with western TV stars than those who identify with Nigerian/African TV. stars.
    H3 students who prefer watching western TV will  tend to approve of  girls initiating love relationship  with men more than those who depend more on TV. for information and entrainment will tend to chose to migrate to western countries more than those who depend more on other media.
    Research hypothesis 1, 2, and 3 received statistical support  from the analysis of collected data using the survey research method.  The testing of hypothesis 4 shows that there are other factors  which influence choice of emigration site along with TV. Recommendations to check the  cultural genocide for further research were preferred.

LIST OF TABLES
1.    Preference for media
2.    Preference between  local, foreign TV programmes
3.    Level of Television viewing
4.    Degree of use of TV. for news and current affairs and entrainment.
5.    cross tabulation of Sex, degree of use  of TV for  news and entertainment programmes
6.    identification  with TV stars
7.    Cross tabulation of TV stars identification with  imitation.
8.    Reality of stars to local environment.
9.    Influences of western TV. Programmes on dressing.
10.    Approval of female students initiating love affair.
11.    expected preference of local programmes production quality and quantity are enhanced
12.    Cross tabulation of desire to emigrate and choice of emigration site.
13.    Cross tabulation of level of exposure and identification of TV. stars.
14.    Cross tabulation of choice of stars with imitation scores.
15.    Preference for media and approval of female initiating love affair.
16.    Cross tabulation of preference on media and choice of emigration site.


TABLE OF CONTENTS
Title page                                     II
Approval page                                 III
Dedication                                     IV
Acknowledgement                             V
Abstract                                     VII
List of tables         
Table of contents                                 XI

CHAPTER ONE - INTRODUCTION
The Roots                                     1
Maintaining the edge                             4
Television in Nigeria                             10
1.1    Background of the  study                    13
1.2    Statement of the research problem                 16
1.3    Objectives of the study                     17
1.4    Significance of the study                    18
1.5    Research questions                         20
1.6    Research hypothesis                        21
1.7    Conceptual and operational definition             22
1.8    Assumption                             24
1.9    Limitations of the study                    25

CHAPTER TWO
REVIEW OF THE LITERATURE
2.1    Sources of literature                         27
2.2    The Review                                 28
2.3    Summary of literature Review                     32

CHAPTER THREE
METHODOLOGY
3.1    Research method                             47
3.2    Research Design                             48
3.3    Measuring instrument                         48
3.4    Data collection                             49
3.5    Data Analysis                             50
3.6    Expected Result                             51

CHAPTER FOUR
4.1    Data analysis                             54
4.2    Results                                 65
4.3    Discussions                                 71

CHAPTER FIVE
SUMMARY AND RECOMMENDATION
5.1    Summary                                 79
5.2    Recommendation for further study                 80

Bibliography                                89