THE INFLUENCE OF FILM AS A MASS MEDIUM ON SECOND-WAVE MILLENNIALS – A STUDY OF NIGERIAN YOUTH CULTURE

CHAPTER ONE

INTRODUCTION

1.1Background to the study

This study sets out to examine the influence that film has had on the youth culture in Nigeria, particularly among the second wave of millennials i.e. those born between 1995 and 2004.Mass media has existed in many different formsthroughout the yearsand tends to affect many aspects of society and everyday life.Films have been known to have both positive and negative impact on the mind as well as overall character and mental development of young people. Films can be used as a medium to pass across social messages or simply for fun. The impact of films can be traced all the way back to the late 1920s. The earliest record of a coordinated social scientificinquiry into the subjectwas aimed at studying the harmful impacts of films on societies. The increased popularity of this medium as a common source of mass information and entertainment in the 1950s gave rise to concerns about potential harms, especially in connection with young audiences (Gunter, 2004). Even in modern times, concerns have been raised about the kinds of values and attitudes that young people may imbibe as a result of exposure to different kinds of media content (Kubey & Larson, 2005).

The far-reaching effects of films are better understood when we consider the fact that nowadays, films are translated either via subtitles or dubbing into different languages thereby giving audiences the opportunity to watch films not originally produced in their primary language. This allowed for the rapid spread of films from their country of origin to other countries, including Nigeria. Similarly, films made in Nigerian languages can also be translated into English or any other language thereby making them accessible to other people who may not understand the primary language.

As a learning construct, the media is believed to have a lot of potential in contributing to the shaping of behavioral patterns in young people and has often been blamed for increased culturalalienation and attitudinal change among adolescents. This is because of its ability to persuade the thoughts and behaviors of people towards certain lifestyle patterns. Among all the forms of mass media though, films tend to play a major role in affecting the thinking pattern of the society (Evra, 1990).

Films are also referred to as motion pictures. They involve projecting a series of images onto the screen to create an illusion of motion. As a form of entertainment, it is very popular as it enablesviewers to immerse themselves in an imaginary world if only for a short period of time (Olaleye, 2007).

1.2 Statement of the problem

As mentioned earlier, films have a persuasive quality about them due to their ability to shape and sway the opinions and behaviors of individuals and societies.From as early as 2 years of age, children have access to media, especially television. The older they become, the more access they have to these media, which in turn opens up a whole new world of information to users, while simultaneously assuming that these users have the sense of responsibility to avoid watching negative or damaging information, which isn’t always the case. This has led to concerns and debate over the positive and negative effects of film as a mass medium in shaping the way of life of young people in today’s world. In light of this, this research seeks to examine what influences film as a mass medium has had in cultivating today’s youth culture.

 

1.3 Objectives of the study

This study examines the role of film and TV in shaping the behavioral pattern and curve of the second wave of millennials, particularly those in Nigeria. Specifically, this research seeks to:

1. Assess the influence of film as a mass medium in the formation/cultivation of Nigerian youth culture.
2. Determine how much of an impact film as a mass medium has had on the youth culture in Nigeria.
3. Examine how film is different from other forms of mass media in influencing youth culture in Nigeria.

1.4 Research questions

1. What has been the influence of film in the formation/cultivation of Nigerian Youth culture?
2. To what extent has film as a mass medium impacted youth culture in Nigeria?
3. How is film different from other forms of mass media in influencing youth culture in Nigeria?

 

1.5 Research hypothesis

1.Film as a mass medium has had positive impact on the development of youth culture in Nigeria.

2.Film as a mass medium has had more influence and/or been more effective in shaping the Nigerian youth culture.

 

1.6 Scope of the study

This study looks at film as a mass medium in communication and transmission of information as well as social values and the influence it has had on the cultivation of today’s youth/millennial culture in Nigeria. This research makes use of first-hand information to determine the extent to which the attitudes and behaviors of young people are actually a by-product of the information that they are exposed to in the films they watch while simultaneously questioning why films in particular have had more of an effect on the development of youth culture in Nigeria. The research concludes by offering suggestions on how films may be used to educate young people and spread positive social values rather than misinformation.

 

1.7Significance of the study

This study assesses the impact of film as a mass medium on youth culture, specifically how it informs the opinions, behaviors and way of life of young people in Nigeria. This research considers the positive as well as negative implications of film as a powerful tool in shaping the minds of young people.

 

This study will be useful to anyone looking to gain insight into the relationship between film media and youth culture. As an addition to the existing body of knowledge, it will also be useful to individuals studying journalism or mass communication, and as a point of reference to future researchers in similar areas.

 

1.8 Methodology of the study

The methodology of the study refers to the methods and process of data collection and analysis utilized in the conductof this study. It covers the sources of data, methods of data collection and the technique of data analysis.

 

1.8.1 Sources of Data

This research involves the use of both primary and secondary sources of information. The primary source of data involved the use of questionnaire whereas the secondary data involved the use of materials such as books, journal articles, essays, internet materials and other related published and unpublished materials relevant to the study.