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Title:Cultural resistance and resilience amid imported TV programming in Nigeria
Author:Ugochukwu, ChiomaISNI
Periodical:Africa Today
Geographic terms:Nigeria
United States
External link:http://muse.jhu.edu/journals/africa_today/v055/55.1.ugochukwu.pdf
Abstract:Some studies suggest that American television programmes erode the traditional values of indigenous cultures, while others argue that non-American audiences are not passive dupes of the American ideology. All in all, research findings on the effects of exposure to foreign TV are inconclusive and seem to depend on the country or type of effects studied. This experimental study investigated the effects of American-produced entertainment programmes on Nigerian audiences' knowledge, beliefs, behaviours, attitudes, and values, using the cultural-imperialism theory as a framework. The subject pool for the experiment consisted of 482 senior secondary-school boys and girls in three cities in Nigeria - Kaduna, Enugu and Ibadan, representing the three major ethnic groups in the country. They were experimentally exposed to American TV programmes for several days, while control-group participants were exposed to Nigerian programmes only. The results showed that exposure to American TV programmes affected the participants' knowledge but their behaviours, beliefs, values and attitudes remained unaffected. Bibliogr., sum. [Journal abstract, edited]