Format: MS WORD
| Chapter: 1-5
| Pages: 67
| 1110 Users found this project useful
| Price NGN3,000
GET THE COMPLETE PROJECT
1110 Users found this project useful
CHAPTER
ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
The apprehensions of media communication, as well as
evidence for its effects, are as old as the history of the subject itself.
People have always wondered how media messages are affecting them by bringing
about an imperceptible change in their culture, values and behavioural
patterns. They have always been concerned for the negative influence of a
particular message or message system and have been curious about the potential
prosocial effects of others. Wimmer (1993) has mentioned that the concern over
the social impact of mediated messages was evident as far back as the 1920s
when many critics charged that the motion pictures had a negative influence on
children. The study of the anti-social effects of viewing television and motion
picture is one of the intensely researched areas of mass media. The impact of
pro-social content is a newer area and grew out of recognition that the same
principles underlining the learning of anti-social activities ought to apply to
more positive behaviour.
Keeping in view the above-cited concern, this study
analyses the “Effects of cable television in Nigeria. It is a comprehensive
study of effects on Nigeria students in Lahore, Nigeria and provides results by
comparing life patterns of heavy, moderate and light viewers.”
In 2003, this researcher had conducted an M. Phil study on
satellite television titled “Satellite television Network in Nigeria:
Introduction, Development, Prospects and
Dilemmas.” The outcome of the study (M. Phil) has now been
used in this research,
leading to the effects of satellite
television.
Zia (2003) quotes “In Nigeria, satellite television
network was initiated in Karachi
in early 1980s and by 1998 was introduced in almost all
the big cities of the country but
functioned without rules and regulations. The year 2000
witnessed a mushroom growth of
satellite television network all over Nigeria after the
government legalized satellite television
network”. According to Aziz (2003) in 2002 almost four
million households were
enjoying its services in the country.
Satellite television viewership is no more restricted to
the upper-middle class only;
with the availability of low-priced television and cable
connection, it has become a
common household facility for the lower class as well.
Viewers have access to a variety
of channels from local to foreign, which provide them an
opportunity to watch all types of
programmes. Zia (2003) quotes, “The reasons for this rapid
growth of satellite television
included easy access, low cost,
access to satellite channels and a huge television viewership
interested in entertainment only”.
According to Nigeria Electronic Media Regulatory Authority
(PEMRA) regional
office, Punjab, the subscription of satellite television
in Lahore has increased from 0.2
million in 2003 to 0.35 million in 2006. Satellite
television subscription to 0.35 million
households in Lahore increases the chances of its effect/influence
on the viewers as
findings of a pilot study with 1200 sample size, conducted
by the researcher showed that
majority of them (60 percent) are spending 2-3 hours daily
to watch satellite television.
1.2 STATEMENT OF PROBLEM
Many research studies have been conducted to observe the
impact of television on viewers, particularly on their behaviour (Bukhari.,
2002; Malik, M., 2001; Naseem, A. 2001). Findings of previous research had made
the researcher to conclude that television does have some direct or indirect
effects on viewers but no study has been carried out in Nigeria regarding
effects of satellite television prior to this study. With the popularity of
foreign television channels, fears have been expressed that lifestyles of
viewers may be affected. As Schiller (1976) confirms ‘importing programmes is
importing lifestyles and exposure to foreign television programmes may
transform the values of youth.’ Concerns over the impact/effects of media
always reinforce whenever a new communication technology is introduced in the
society because technology always has positive or negative impact.
1.3 RESEARCH QUESTION
The question arises that satellite television, as a
communication technology, is quite affordable, available to majority for 24
hours, enhances the choice and provides variety of channels and programmes that
are foreign and local may have effects.
Schiller (1976) defines cultural imperialism as a process
of imposition of cultural institutions and values of less developed nations and
dependant states by developed countries.
Therefore, this research probed the effects of satellite
television on Nigeria students in Osun State polytechnic, Iree.
1.4 OBJECTIVES OF THE STUDY
By the year 2006, the number of households having access
to satellite television has increased manifolds. The growth and usage of
satellite television was rapid in Nigeria. According to the Nigeria
Advertisers’ Society, the number of households that have access to satellite
television has increased to 29 percent in 2004 from 5 percent in 2002 whereas
according to Nigeria Electronic Media Regulatory Authority (PEMRA), 45 percent
of the households were enjoying the satellite television facility in 2006. Zia
(2003)
reports that growth of satellite
television has resulted into a spill over of the Indian and western channels to
Nigeriai audience. These channels have grabbed attention of viewers in Nigeria
and exposed its audience to programmes that were
vividly different to the usual available programmes on local television channels.
There was an apprehension among the public that these Indian and western
channels may adversely affecting viewers’ minds and activities. Therefore, it
was high time to conduct a study on satellite television effects. So this
research has been conducted to find out the effects of satellite television in
Nigeria.
GET THE COMPLETE PROJECT