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The Relevance Of Broadcast Media In Promoting Attitudinal Change Among Youth In Nigeria


Title page

Approval page




Table of content




1.1        Background of the study

1.2        Statement of problem

1.3        Objective of the study

1.4        Research Hypotheses

1.5        Significance of the study

1.6        Scope and limitation of the study

1.7       Definition of terms

1.8       Organization of the study







3.0        Research methodology

3.1    sources of data collection

3.3        Population of the study

3.4        Sampling and sampling distribution

3.5        Validation of research instrument

3.6        Method of data analysis



4.1 Introductions

4.2 Data analysis


5.1 Introduction

5.2 Summary

5.3 Conclusion

5.4 Recommendation




This study was on the relevance of broadcast media in promoting attitudinal change among youth in   Nigeria. The total population for the study is 200 students of University of uyo, Akwa Ibom state. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made final students, year four students, year three students and year two students were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies.

Chapter one


1.1Background of the study

The mass media exist to fulfil three basic functions: to inform, to entertain and to educate the audience (Mughal, 2011, p.1). These three key functions are intricately linked together and work in synergy with a view to achieving the overall objectives of information gathering and dissemination tasks. The main objective of any broadcast programme under whatever genre is to influence the audience positively through the impartation of the right information, education or entertainment that would bring out the best in the „audience members‟ in line with societal norms and values (Bittner, 1989). It is in a bid to achieve these tasks that broadcast media have developed a strategy for making their messages more effective and influential using a combination of education and entertainment known as “Entertainment-Education” or a fusion of information with entertainment referred to as “infotainment

A lot of researches, most especially in developed countries suggest that visual media (e.g Television) influence a range of attitudes and behaviors among youths. Scholars such as Huesmann and Taylor (2003) are of the view that television has authority over young people’s decision. They assert that “youths just accept what the television tells them without question”. In contribution, Baran (2009) opines that “television technology is but a double age sword that has the power of doing good and evil to anybody exposed to it”. Keyes (2000:1) raised fears about the negative influence that the media have on youth culture. “Youths are particularly vulnerable to outside influence from their television sets because their values and ideals have not yet fully developed”. Thus they are prone to alteration by any slightest means. Chari (2005) says “their world is erected by the stories they hear, see and tell. Television plays significant role in this process, hence the importance of who should determine what should shape people’s perception and how”. Television in terms of fashion has influenced the youths, thereby making them believe in a particular way of dressing. The kind of clothes used in acting, stage music, advertisement is presented to the society as the best dressing to make one look good. Mangwere et-al (2013) supports this, stating that “television is some of the factors that today affects the way teenagers (youths) dress, talk, walk and even influence the type of music or food they want.

Besides being influenced by the characters on television, youths are also prone to be influence by the presenters of the programme (Boone, & Lomore, 2001). By implication, youths absorb this movie contents without restraint or second thought. Based on this the researcher wants to investigate the relevance of broadcast media in promoting attitudinal change among youth in Nigeria

Statement of the problem

The media constitutes a wide variety of industries and merchandise. Consequently, the mass media includes; Television, newspapers, broadcast satellites, as well as internet enabled „new media‟ and its now popular social networking sites etc. The mass media which are more available to the child today than in the past, presents them with attitude and values which seem counter to those of the family, school and at times peers. In particular, it affects their views of the prevalence of certain events and behaviors, which in turn can affect their opinions related to politics, tolerance toward minority groups, or other attitudes. There have been many attempts to examine cultivation effects in an experimental setting.

 Objective of the study

The objectives of the study;

  1. To ascertain the impact of broadcast media on youth attitudinal change
  2. To ascertain the role of broadcast media on educating youth in Nigeria
  3. To ascertain the relationship between broadcast media and youth socialization

Research hypotheses

For the successful completion of the study, the following research hypotheses were formulated by the researcher;

H0there is no impact of broadcast media on youth attitudinal change

H1: there is impact of broadcast media on youth attitudinal change

H02:   there is no role of broadcast media on educating youth in Nigeria

H2:   there is role of broadcast media on educating youth in Nigeria

Significance of the study

The study will be very significant to students and the youths of the Nigeria. The study will give a clear insight on the relevance of broadcast media in promoting attitudinal change among youth in   Nigeria. The study will give insight on the role play by broadcast media on Nigeria youths. The study will also serve as a reference to other researchers that will embark on related topic

Scope and limitation of the study

The scope of the study covers the relevance of broadcast media in promoting attitudinal change among youth in   Nigeria. The researcher encounters some constrain which limited the scope of the study;

  1. a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study
  2. b) TIME: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.


Broadcast media: Broadcast media describes the traditional forms of media that include television and radio. Technically, the term ‘broadcast media’ can include the internet as well and even such things as Bluetooth marketing and other forms of location-based transmissions.

Attitudinal change:

 Attitudes are associated beliefs and behaviors towards some object.  They are not stable, and because of the communication and behavior of other people, are subject to change by social influences, as well as by the individual’s motivation to maintain cognitive consistency when cognitive dissonance occurs when two attitudes or attitude and behavior conflict. Attitudes and attitude objects are functions of affective and cognitive components. It has been suggested that the inter-structural composition of an associative network can be altered by the activation of a single node.


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You are allowed to use the original PDF Research Material Guide you will receive in the following ways:

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