Abstract

Situated in theoretical framework, this study investigates influence of attention to American movies on perceived decline of cultural values among Nigerian youth. With cross-sectional survey as research design, data were   collected with a self-administered questionnaire from 235 Kwara State Polytechnic’s students. Analysis of data with hierarchical multiple regression reveals that:  most of the respondents were  heavy viewers ; American movies gained more attentions of the respondents compared to indigenous movies;  viewers’ attentiontoAmerican movies significantly correlate with  perceived decline of indigenous cultural values among Nigerian Youth; time spent watching American movies does not significantly associate with  perceived decline of indigenous cultural values among Nigerian youth; and viewers’ age-group is not a factor in the relationship between attention to American movies and the dependent variable. It is recommended that: the National Broadcasting Commission and similar regulatory bodies should take serious implementation of policies on

            Key Words: Cultural Values, American Movies, Cultivation Assumptions,  Cultural Imperialism, Social Reality Beliefs

*Murtada Busair Ahmad, Ph.D., is the Head, Department of Mass Communication, Kwara State University, Malete, Kwara State, Nigeria.

**Sirajudeen Dayo Ogunsola is a reporter   with the Nigerian Television Authority, Ogbomoso, Oyo State, Nigeria. He holds a B.Sc. in Mass Communication (First Class) from Kwara State University, Malete , Kwara State.  .

 ***Musa Halilu is the Kwara State Coordinator of the National Bureau of Statistics Ilorin, Kwara Nigeria. He holds a B.Sc. (Economics) from Ambrose Ali University, Edo State, Nigeria and PGD (Journalism) from the International Institute of Journalism, Abuja, Nigeria.

^JCMR Journal of Communication and Media Research, Vol. 9, No. 2, October 2017, 175 – 185