CHAPTER ONE

1.0 INTRODUCTION

1.1 BACKGROUND OF STUDY

The growth in the use of cable television in Nigeria has contributed to the promotion of culture across the globe; this led to the exchange of cultural values between countries (Asogwa, 2010). Among other programs on the cable television, the DSTV music channel tend to be the fastest in terms of dissemination of information, promotion of culture and lifestyle compared to others.

        According to (Leadership Newspaper, 2014) stated that the advent of foreign music like the hiphop, Reggae, Rock & Roll, R & B, rap, jazz etc on DSTV music channels in Nigeria has been a welcome phenomenon, while some people believe it has created a massive and unappealing change in the life of young adults in Nigeria, insisting it’s slowly but surely wiping out the Nigerian culture coupled with the perception that the whole world is emulating America in a lot of ways, and Nigeria is no exception.

It is a known fact that in the 21st century, young Nigerians frequently cite Jay-Z and other foreign artist as their favorite artist and tend to dress like most of the popular artist in the world.

According to (Adeolu, 2011) stated that the American musics have provided a blueprint for the rest of the world to appropriate and build new cultural formations that manifest in music and identity. Yet, the subtitle of Jay-Z’s Blueprint 2 album, “The Gift and The Curse” is an apt description for the complexity of the relationship between African American culture and Nigerian young adults’ identities, which also impacts Nigerian popular music.

The music on DSTV music channels has significant effect on young adults especially those in the tertiary institutions and the Nigerian music industries (O’Donnell, 2009). Many female contemporary musicians imitate Beyonce, Rihanna, Jennifer Lopez, Nicky Minaj, etc. They put on skimpy clothes that expose all their natural endowments, ignoring the kind of society they belong. They move around in shorts that could pass as underwear for men.

The study in this regard therefore wishes to examine the influence of DSTV music channels on the imitation of western lifestyle among young adults in Nigeria using Bells University of technology and university of Lagos as the case study.

1.2 STATEMENT OF RESEARCH PROBLEM

The proliferation of the use of DSTV cable television plays a significant role in the socio-economic development and well being in Nigeria; but there are some limitation to their contribution viz, the neglect of cultural norm and change in morality level among young adult in Nigeria. The DSTV music channels tend to have more effect on the life of young adults in Nigeria; the effect is seen in their dress code, mood, behavioural pattern, and morality level. Secondly what really instigated the study on due to the fact that several researches has been done on music and lifestyle but not even a single study has been carried out on the influence of DSTV music channels on the imitation of western lifestyle among young adults in Nigeria

1.3 AIMS AND OBJECTIVES OF STUDY

The main aim of the research project work is to examine the influence of DSTV music channels on the imitation of western lifestyle among young adults in Nigeria. Other specific objectives of the study include:

1. to determine the effect of DSTV music channels on the sense of fashion among young adults in Nigeria
2. to determine the effect of music genre from DSTV channels on the behavioural pattern of young adult in Nigeria
3. to investigate on the factors affecting the variation in lifestyle among young adult for their choice for DSTV music channels
4. to examine the relationship between DSTV music channels, imitation of western lifestyle and behavioural pattern among young adults in Bells university of technology and university of Lagos
5. to proffer solution to the above problem

1.4 RESEARCH QUESTIONS

The study came up with research questions so as to be able to achieve the aims and objectives of the study. The research questions for the study are stated below as follows:

1. What is the effect of DSTV music channels on the sense of fashion among young adults in Nigeria?
2. In what ways does music genre from DSTV channels affect the behavioural pattern of young adult in Nigeria?
3. What are the factors affecting the variation in lifestyle among young adult for their choice for DSTV music channels?
4. What is the relationship between DSTV music channels, imitation of western lifestyle and behavioural pattern among young adults in Bells university of technology and university of Lagos?

1.5 STATEMENT OF RESEARCH HYPOTHESIS

Hypothesis 1

H0: DSTV music channels has no significant impact on the sense of fashion among young adults in Nigeria

H1: DSTV music channels has significant impact on the sense of fashion among young adults in Nigeria

Hypothesis 2

H0: there is no significant relationship between music genre from DSTV channels and the behavioural pattern of young adult in Nigeria

H1: there is significant relationship between music genre from DSTV channels and the behavioural pattern of young adult in Nigeria

1.6   SIGNIFICANCE OF THE STUDY

The following are the significance of this study:

1.  The outcome of this study will educate the Nigerian general public on the influence of DSTV music channels on the imitation of western lifestyle among young adults in Nigeria.

2.  This research will also serve as a resource base to other scholars and researchers interested in carrying out further research in this field subsequently, if applied will go to an extent to provide new explanation to the topic.

1.7   SCOPE/LIMITATIONS OF THE STUDY

This study on the influence of DSTV music channels on the imitation of western lifestyle among young adults in Nigeria is limited to Bells University of technology and university of Lagos. The study will cover the content of popular foreign music in Nigeria with a view of identifying the lifestyle changes it causes on the young adults in Nigeria.

LIMITATIONS OF STUDY

Financial constraint- Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).

 Time constraint- The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work.

1.8 DEFINITION OF TERMS

LIFESTYLE: the typical way of life of an individual, group, or culture

MUSIC GENRE: A music genre is a conventional category that identifies some pieces of music as belonging to a shared tradition or set of conventions. It is to be distinguished from musical form and musical style, although in practice these terms are sometimes used interchangeably

REFERENCES

Adeolu, A.J. (2011): Effect of Hiphop on the attitude of Teenagers. Journal of Social Research, 5(4)

Leadership Newspaper, 28th August, 2014

Wikipedia (2015): www.wikipedia.com

O’Donell, V. (2007).Television criticisms. Sage publications, Inc

Asogwa, (2010). A research project on “Dressing as a form of Communication: The perception of University Lagos and Olabisi Onabanjo University students of Babcock Students Dress Code.

Onyiengo, S.I. (2014). Exposure to Sexual Content on Television and Youth Perceptions of Sexuality in Technical Training Institutions in Kenya.Retrieved from www.iiste.org.

Oyero, Olusola Samuel and Oyesomi, kehinde Opeyemi. (2014). Perceived Influence of Television Cartoons on Nigerian Children’s Social Behaviour. Estudos em Comunicação nº 17 93 -116 Dezembro de 2014 Rishante, P. S and Yakubu, I. M. (2014). Children, Sex and Media Violence in Nigeria. African Research