Abstract

This study examines the role the media play in the propagation of foreign popular cultures among Nigerian youths and the resultant effects of such exposure on the life styles of the youths — particularly as it concerns their mode of dressing, their choice of genres of music, and football followership. The survey and observation methods were employed and the instruments of the questionnaire and observation schedule sheet were used for collecting data. Findings revealed that Nigerian youths prefer foreign modes of dressing, genres of music and football leagues to local ones, and that this preference is largely attributable to the exposure to these foreign cultural values through the mass media. It was therefore recommended among others that: the protagonists and custodians of traditional culture and heritage should co-opt the mass media in their campaign. Also, regulatory agencies in Nigeria should ensure that media organisations comply with the mandatory local programme quota as contained in the NBC code. And that the producers of Nigerian movies should make it a point of duty to promote local cultures as youths tend to imbibe what they watch in movies.

Key Words: Mass Media, Culture, Music, Dress, Football, Youth

^JCMRJournal of Communication and Media Research, Vol. 2, No. 1, April 2010, 155 – 171

About the authors

*Omoniyi Adeyemi Adewoye is of the Department of Mass Communication, Ahmadu Bello University, Zaria, Nigeria.

**Ibrahim Jimoh is a lecturer in the Department of Mass Communication, Ahmadu Bello University, Zaria, Nigeria.

Full Article

Words: 8,008

Pages: 17

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Article Citation

Adewoye, O. A. & Jimoh, I. (2010): The mass media and adoption of foreign popular culture by Nigerian youths. Journal of Communication and Media Research 2(1): 155 – 171.