Public Relations Project Topics

The Impact of Showmax Entertainment on the Cultural Value of Nigerian Youths

The Impact of Showmax Entertainment on the Cultural Value of Nigerian Youths

The Impact of Showmax Entertainment on the Cultural Value of Nigerian Youths


Objective of the Study

General Objectives

The main objective of the study is assessing the impact of showmax entertainment on the cultural value of Nigerian youths.

Specific Objective

  1. To assess the choice of students on the type of movies and films they watch;
  2. To assess the impact of showmax entertainment programs on students social life;
  3. To assess the impact of showmax entertainment programs on the life style and appearance of students;
  4. To assess the impact of Western media on students identity.



Introduction to culture

The legacy of a people lies in their heritage, handed over to them on successive notes from generation to generation. The people of Africa in support to the fore- statement do have it at their forebear to at all times respect and preserve their heritage which forms a great deal of their cultural values. On this note, culture, as seen as the legacy of the African man is tenaciously held to and on a continuum, handed over to subsequent generations for the purpose of sustainability, with the youth population seen as key to its possibility. This can be depicted in a maxim that states—“our culture our pride”. The culture of the African man is seen as his pride, thus, any danger that portends toward it is looked upon as a slap and derogation on the African’s man pride. It is in this light that our statement of problem posited a paradox, in trying to see technological development and  globalization as  having a two faces on the same coin, with one positing “good” and the other “harm”. It is in this vein that Patricia (2013) posited that ‘the character of the mass media is such that it is expected to bring about positive influence in the lives of its audience through contents that lend credence amongst other things to the preservation of the culture and intrinsic values of the society’. This inevitably forms the base of this research work in trying to assert the extent to which Western Television Programmes have influenced the cultural values of our youth population in Nigeria, with particular reference to Taraba State University as a case study.

The research work contains certain conceptualizations that must be relatively reviewed and clarified. These concepts have been operationalized in the previous chapter and they include among others:


-Western Television Programmes in Nigeria






Research Design

The researcher used cross-sectional study design in which the data was collected at once in the study area. The main reason for using cross-sectional study design is to minimize financial expenditure and saves time for the researcher.

Study Population

This study covered students in Osun state polytechnic, Iree, Ogun state. It also included any concerned body related to the issue in the study area in regard to the impact of showmax entertainment on The cultural value of Nigerian youths.



Background Information of Respondents

Table 1: Distribution of Respondents based on their Sex and Age Category




In general, this research provides a good deal of information on the impact of showmax entertainment on The cultural value of Nigerian youths. Although the researcher cannot generalize from a few samples to the whole students in Osun state polytechnic, the findings of this study, however, indicate the potential impact of foreign media contents and popular cultural products especially on students who are the most active in absorbing foreign media contents and consuming foreign cultural products.

The usage of Western TV by students now seems to have reached a stage that could affect all people’s perception. In terms of Western popular cultural products, exposure to media is likely to result in more favorable perception. The Western media is likely to exert modeling effect on students, making it more likely to costumes and hair styles like characters in films and showmax entertainments.

In conclusion, the majority of the samples studied spend their leisure time watching films and showmax entertainments. Basically, they watch for the purpose of information and entertainment. But it is observed that showmax entertainments affect their social interaction because, they spend their leisure time enjoying showmax entertainment programs rather than socializing. The data showed that the majority of respondents consider television characters as their role models and they consider television program as a mechanism to learn different languages.

Another factor investigated through this research was a cultural practice that was dealing with language, dressing, hair styles and some other practices. students who watch showmax entertainment experience greater degree of effects on their cultural practices. They imitate different styles and appearances of showmax entertainment characters which are different from our culture, tradition and way of life.


The researcher comes up with the following recommendations to minimize the impact of Western media.

It is suggested that local channels should be strengthened and programs should have better contents. Local channel should produce and broadcast quality programs that could help promoting Nigerian values and traditions which improve the image of the people and the country.

Parents need to socialize their students with Nigerian cultural practices values and tradition.

The indigenous mode of dressing should be encouraged and promoted to make use of traditional dress.

Parents must arrange a definite program for their students as to when to attend such channel programs and which films.


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