ABSTRACT
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). Finings 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.
