1.1 BACKGROUND OF THE STUDY
The influence of the mass media is indelible among youth and it is the best approach for promoting popular culture among youths in the country. Preserving the cultural ethics and ethos of a country contributes a great deal to its growth and national development. Little wonder Cruz-Saco (2008 p.7) states that sustainable development cannot occur without the integration of the social, economic, political and cultural spheres of life. According to Macbride et al (1981) in Bo (2010 p.1), the media is a “cultural instruments which supply the cultural fare and shape the cultural experience of many people in the modern world”.
This reveals the inevitably-symbolic relationship which exists between the media and the cultural development of every given society. Following the deregulation of broadcasting in Nigeria in 1992 allowing for private ownership of both radio and television stations, the National Broadcasting Decree 38 was signed into law. This established and empowered a National Broadcasting Commission (NBC) to regulate the broadcast industry; through issuance of broadcast licenses to qualified private broadcast media, regulating broadcast operations, and ensuring compliance to the stipulation of the Nigeria Broadcasting Code.
One of the most important areas of the code for which broadcast organizations must comply is the area of what programming (broadcast contents) should be.
The media as a secondary agent of socialization has to a very large extent influenced the lives of many cutting across different socio-cultural and economic status. Its role in the lives of people and especially young people cannot be overemphasized. This is supported by Iorza (2014) who said that “youths are the most vulnerable victims of cultural imperialism. Socialization and culture are two sides of the same coin and therefore, they remain inextricably linked”. William (1977), and Devadas and Ravi (2013) defined culture as an ongoing integral part of the existence of every society and is learned, taught transmitted from one generation to another using varying agents of socialization.