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PROJECT TOPIC: WESTERN TELEVISION PROGRAMMES AND ITS INFLUENCE ON THE BEHAVIORAL PATTERN OF STUDENTS IN NNAMDI AZIKWA UNIVERSITY, AWKA

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CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Television popularly called ‘Tee-Vee’ is the most influential among media distribution channels. Television broadcasting is the transmission of visual images of moving and stationary objects, generally with accompanying sound, as electromagnetic waves and the reconversion of received waves into visual images. Ariyibi-Oke (2007) says it combines the use of light, colour, sound and motion. Rodman (2006) submits that: “Television remains the most time-consuming activity, next to sleeping and it is the world‟s main source of news and information. It is the medium through which politics is conducted, and it is humanity‟s main form of entertainment. It is also the world‟s most powerful sales tool.”Television today has succeeded in combining the latest technology as an attraction to the „youth‟ audience which has endeared them due to its interactivity. It is clear that the youths are at the forefront of technology revolution which remains the major driving force behind the global emergence and revolution of the information and knowledge based society. Technology has created the possibility and likelihood of global culture. The internet, satellite and cable T.V have swept away the so-called national cultural boundaries. For this simple reason, it has become very easy for people to get attracted to televised programmes and by so doing become addicted. According to Babaleye, (2012) the television has a captivating effect on viewers such that viewers, especially the youths would want to imitate their heroes on television by trying to do what such characters do on the television screen.

The discussion on whether media is responsible for violence or ill actions in the society is one that will thrive for a long time to come. Lodziak (1986) posits that in the past 25 years, there has been a considerable research effort in an attempt to establish the facts about television’s power. The debates are on as to whether or not television is responsible for some of the vices in society. According to Karim (2009) some say television’s power of audio and visuals has both positive and negative influence on its audience; it draws the attention of the viewers to different ideas and behaviours.

Although arguments have been equally put forward that the media cannot be blamed for these ills, Lodziak

(1986) affirms McQuail’s position on media that, “if we did not fundamentally believe media to have important long term consequences we could not devote so much time to their study”. Since the media has tremendous effects, media researchers and writers have devoted time and resources to critically study it. Therefore, the assumption that television is powerful is widely shared by concerned members of the public and media researchers alike.



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