EFFECTS OF PAY TELEVISION ON NIGERIAN INDIGENOUS CULTURE: A STUDY OF NSUKKA LOCAL GOVERNMENT AREA.

EFFECTS OF PAY TELEVISION ON NIGERIAN INDIGENOUS CULTURE: A STUDY OF NSUKKA LOCAL GOVERNMENT AREA.

 

FORMAT:       Ms Word Format

PAGES:        70 Pages

PRICE:        ₦3000

CHAPTER :   1-5 Chapters

Culture in Nigeria is experiencing a period of serious threat on identity as a result of exposure to Pay Television. Our culture, values, tradition, norms and moral values are in serious challenge at the altar of modernity. The issue of “Gay Marriage” that the promoters are proposing is something entirely different from our indigenous culture. It also denies the primary purpose of marriage and further weakens the family bonds that the society is trying to maintain. Institutionalizing homosexual marriage which westernization is imposing on us would bad for marriage, bad for children. Excessive positive perception of the Western World by Nigerians may translate to unpatriotism for our own country. Nigerian Youth’s perception of Western especially, America behavioural norms and values as well as being better than our own country is a key element in present day acculturation, leading to low–image and flaring desire to migrate to the West. In Africa precisely Nigeria, we have stories that recorded the people’s cultural experiences before the advent of colonial masters. These stories serve as the repository of the people’s beliefs, social philosophies and observations about life. They also provide insightful information about their environments. In these stories, we find the people’s attitudes to natural phenomena and depict the way of life of a particular community. The stories are generally educative and at the same time entertain the audience.

RELATED PROJECT  INFLUENCE OF TELEVISION ADVERTISING ON CONSUMER CHOICE OF BEVERAGES IN LAGOS STATE

They are also part of the socialization process, because through them, the community perpetuates its knowledge about culture, norms and values. The situation in Africa precisely Nigerian culture has changed as a result of cultural imperialism. The imposing of Western culture on the culture of the people in developing countries of the world with a perfect reference to Nigerian situation has caused more harm than good. It is against this background that Deborah Yakubu writes that:

Cultural imperial often refers to American’s cultural influence on other countries, for better or worse. A man’s right lies in his confidence and personality which is greatly nurtured by his culture. A man is essentially the product of his culture. It beats and moulds a person into a particular shape. Culture makes people think, speak, dance and behave in a particular manner. It is culture that makes one ‘Kanuri’ ‘Jukun’ Hausa ‘Igbo’ ‘Yoruba’ ‘Alago,’ Tiv etc (1).

Africa as a continent and Nigeria as a country have their given cultures which are unique in their own respect. This culture may not be absolutely the same among all countries and even within a country, a lot of cultures exist but there are features that differentiate Africans from other people of the world. Deborah further asserts that “the issue here is that any person with passion for the African culture today will believe that the very material, spiritual and aesthetic fabric of African people had been destroyed by western civilization” (Deborah, 1).

Our identities have been virtually swept aside by the forces of modernization. It is in respect to this unhealthy development that Isaiah Berlin comments that:

RELATED PROJECT  ROLE OF BROADCASTING SERVICE IN CONFLICT RESOLUTION

Few things have done more harm than the belief on the part of individuals and groups (or tribes or States or nation or churches) that he or she or they are in the sole possession of the truth (…..) It is a terrible and dangerous arrogance to believe that you alone are right: have a magical eye which see the truth and that others cannot be right if they disagree. This makes certain that there is a goal and the only one for one’s nation or church or the whole of humanity and that it is worth any amount of suffering (particularly on the part of other people). If only the goal is attained–through an ocean of blood to the kingdom of love. (or something like this) said Robespierre and Hitter, Lenin, Stalin and I dare say leaders in the religious war of Christian V: Muslim or Catholic V Protestants sincerely believed this: the belief that there is one and only answer to the central questions which have organized mankind and that one has it oneself – or one’s leader has it-was responsible for the ocean of blood: But no kingdom of love sprang from it… or could … (63).

Traditional culture is changing rapidly and for the worse. It is lamentable in Nigeria; culture no longer has a grip on the Nigerian populace especially on our youths as our society seems to be plagued with decayed moral codes and values.

This study views globalization as another form of cultural imperialism. In this context, it can be observed that Pay Television is seen as an instrument of globalized society, expanding and sustaining the scope of cultural dominance and imperialism of the Western World. Pay Television as an agent of this change achieves this effect through its nature of selectivity (i.e. watching any channel of one’s choice).

RELATED PROJECT  LANGUAGE PROBLEMS IN NIGERIA BROADCAST MEDIA

Pay Television exposes Nigerian Youths to imitate behavioural mode of personalities they admire including fictional characters they identify on the television screen. They imitate such popular stars like 2face Dibia,Flavour, Terry G, Timaya, Bimbom Babatude, Ice Prince, Zamani Zii, Paul Okoye, Pero Adeniyi and many others who display semi-nudity at times when performing and fail to acknowledge our popular musicians and performing artists like-Chijioke Mbanefo, Obioma Asogwa, Paschal Umunna, Waziri, Ifeanyi Agbedu, Ikorodo Umueze Nsukka, Udu Bunchi, Messmese, Ababa Nna and the rest of them that promote our indigenous culture. As an art form, the television medium is capable of influencing the attitudes, characters, lifestyles and culture of individuals either positively or negatively. The magnetic effect can be attributed to the vicarious nature of Pay Television as a slice of life.

 

Leave a Comment

Your email address will not be published. Required fields are marked *