ABSTRACT
The study on the influence of “keep up with Kardashian” on the cultural value of youths in Rivers state and Akwa Ibom State aimed at evaluating the effect of “keep up with Kardashian” on the behavioural pattern of youths, to determine the extent to which the “keep up with Kardashian” has affected life style and cultural practices among youths in Rivers state and Akwa Ibom state, to determine the effect of “keep up with Kardashian” on the perception of beauty among youths in Nigeria. The study made use of primary data which are gotten from the distribution of the research questionnaires; the sample size for the study is 100. The study made use of the Pearson correlation method for the analysis. The study therefore concluded that there is a statistically significantly (0.00) strong relationship (0.819) between the responses of the respondents that said that “keep up with Kardashian” has significant effect on the life style and cultural practices of youths in Rivers state and Akwa Ibom state and those that said that “keep up with Kardashian” programme has significant effect on the behavioural pattern of youths. The study also made useful recommendation to assist the federal government, societies in Nigeria and parents in decision making.
CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND OF STUDY
The activities of mass media in Nigeria have increased overtime. The media as a secondary agent of socialization has to a very large extent influenced the lives of many cutting across different socio-cultural and economic status. Its role in the lives of people and especially young people cannot be overemphasized. This is supported by Iorza (2014) who said that “youths are the most vulnerable victims of cultural imperialism. Socialization and culture are two sides of the same coin and therefore, they remain inextricably linked”.
William (2007), and Devadas and Ravi (2013) defined culture as an ongoing integral part of the existence of every society and is learned, taught transmitted from one generation to another using varying agents of socialization.
Suffice here to say that no society exists without a way of life exclusive to their existence, which inevitably affects their interactional process both internally and externally. The interactional process of members of a society culminates into a value system for them which imply their views of the world. Values of people could refer to perceptions on worthy or unworthy matter; liked or disliked attribute and among other elements of the world view. When a particular world view is held and defined by a cultural group over a period of time, it evolves into cultural value and grows to become a legacy. Thus, against the backdrop, Kluckhohn as cited in Daramola (2005) states that “culture is a social legacy that an individual acquires from his group, which comprises of values, customs, beliefs, language, religion, technology, emotional patterns, behavioural patterns and among many other socio-cultural symbols”.
In furtherance, globalization has intensified our whole world into a single whole (McLuhan, 2004) and this has made cultural accumulation to be very lucid in contemporary times, cutting across different continents, countries and local specifications. Cultural accumulation has abated cultural transfer, which has inadvertently extinct several indigenous cultural values and legacy of people, as stated by Jekayinka (2002) that culture includes the total repertoire of human action which is socially transmitted from generation to another. The photo-electric speed of this effect has been made lush by the advent of visualization of motion of pictures. Its orgy has posed different meaning to people as to whether to accept or deny television programmes as a blessing to their cultural values, especially in Africa, following the behavioural patterns of its youth populace. It is to this end that Signorielli and Kahlenberg (2003) opined that “the television is the first centralized cultural influence to permeate both the initial and final years of life as well as the years between”. Thus, Western Television Programmes is viewed and argued by several scholars as a measure to foster imperialism and tagged “a model of cultural imperialism”. Therefore, the acceptable fact of the Nigerian culture fading out as a result of the acceptance and adaptation of the modernist’s solution to perceived under-civilization and underdevelopment as cited in (Obiora, 2002) quintessence’s attributes of cultural imperialism.
Hence, having observed the ongoing cultural conflict following the clash of western values and indigenous African values as made vivid in the lives of youths, the situation becomes a matter of timely researchable discuss, as clearly shown in this research work. Based on the foregoing, this study hopes to look at the influence of “keep up with Kardashian” on the cultural value of youths using the youths in Rivers state and Akwa Ibom state as the case study.
1.2 HISTORY OF "KEEP UP WITH KARDASHIAN"
Keeping Up with the Kardashians (often abbreviated KUWTK) is an American reality television series that airs on the E! cable network. The show focuses on the personal and professional lives of the Kardashian–Jenner blended family. Its premise originated with Ryan Seacrest, who also serves as an executive producer. The series debuted on October 14, 2007 and has subsequently become one of the longest-running reality television series in the country. The fourteenth season premiered on October 1, 2017.
The series focuses mainly on sisters Kourtney, Kim, and Khloé Kardashian and their half-sisters Kendall and Kylie Jenner. It also features their parents Kris and Caitlyn Jenner (previously known as Bruce Jenner), and brother Rob Kardashian. The significant others of the Kardashian sisters have also appeared on the show, including Kourtney's ex-boyfriend Scott Disick, Kim's ex-husband Kris Humphries and Khloé's ex-husband Lamar Odom and ex-boyfriend French Montana. Caitlyn's son Brody Jenner made cameo appearances in the early seasons, before appearing regularly between the 8th and 11th seasons, along with brother Brandon and Brandon's wife Leah. Kim's friend Jonathan Cheban and Khloé's friend Malika Haqq have also been part of the show.
Keeping Up with the Kardashians has received very poor critical reviews since its premiere. It is often criticized for the high degree of emphasis on the "famous for being famous" concept, and for appearing to fabricate some aspects of its storylines. Several critics also noted the show's lack of intelligence, and described the family as "self-absorbed" and "desperate" for fame. However, some critics recognized the reality series as a "guilty pleasure" and acknowledged the family's success. Despite the negative reviews, Keeping Up with the Kardashians has attracted high viewership ratings, becoming one of the network's most successful shows and winning several audience awards.
The series' success has led additionally to the creation of numerous spin-off series, including: Kourtney and Kim Take Miami, Kourtney and Kim Take New York, Khloé & Lamar, Kourtney and Khloé Take The Hamptons, Dash Dolls, Rob & Chyna, and Life of Kylie. The network has also broadcast several television specials featuring special events involving members of the family and friends.
1.3 STATEMENT OF RESEARCH PROBLEM
The average Nigerian youth, is observed to be eager to be associated with the developed nations the Europe and North America. Most youths sees the western countries as a model. Many Nigerian youths tend to imitate western cultures especially American cultures. Nigerian youths either talk” or dress American. The Nigeria youth appears to see everything western in a positive light at the expense of local cultures, norms and values.
Nigeria university student have low me a set of brain washed youths who think more of the transient and canal ideals of western cultures, rather than their own. This has led top increase in the rate of violence, rape, gangstersism, weird dressing, juveniles’ delinquency, drug addition, excessive desire for foreign products, sexual perversion unpatriotic, burning desire to migrate to the U.S and western European countries etc. All of which have tremendous negative effect on our bid for national development. It is to this regard that the researcher desired to carry out a study on the influence of “keep up with Kardashian” on the cultural value of youths in Rivers state State and Akwa Ibom state
1.4 AIM AND OBJECTIVES OF STUDY
The main aim of the research work is to determine the influence of “keep up with Kardashian” on the cultural value of youths in Rivers state and Akwa Ibom State. Other specific objectives are:
- to determine the effect of “keep up with Kardashian” on the behavioural pattern of youths
- to determine the extent to which the “keep up with Kardashian” has affected life style and cultural practices among youths in Rivers state and Akwa Ibom state
- to determine the effect of “keep up with Kardashian” on the perception of beauty among youths in Nigeria
- to proffer solution to the above stated problem
1.5 RESEARCH QUESTION
The study came up with research questions so as to ascertain the above stated objectives of the study. The research questions for the study are:
- What is the effect of “keep up with Kardashian” on the behavioural pattern of youths?
- to what extent does “keep up with Kardashian” affect the life style and cultural practices among youths in Rivers state and Akwa Ibom state?
- What is the effect of “keep up with Kardashian” on the perception of beauty among youths in Nigeria?
1.6 STATEMENT OF RESEARCH HYPOTHESIS
Hypothesis 1
H0: “keep up with Kardashian” has no significant effect on the life style and cultural practices of youths in Rivers state and Akwa Ibom state
H1: “keep up with Kardashian” has significant effect on the life style and cultural practices of youths in Rivers state and Akwa Ibom state
1.7 SIGNIFICANCE OF STUDY
The study on the influence of “keep up with Kardashian” on the cultural value of youths will be of immense benefit to the entire youths in Rivers state and Akwa Ibom state, and other researchers that desire to carry out similar research on the above topic as the findings of the study will reveal the effect of “keep up with Kardashian” on the cultural value of youths. The study will discuss on the mass media effect of “keep up with Kardashian” on Nigeria youths. Finally the study will contribute to the body of existing literature and knowledge in this field of study and provide a basis for further research
1.8 SCOPE OF STUDY
The study on the influence of “keep up with Kardashian” on the cultural value of youths is limited to youths in Rivers state and Akwa Ibom state. The study will cover the effect of “keep up with Kardashian” on the cultural value of youths and also the mass media effect of “keep up with Kardashian” on Nigeria youths from 2005 till date.
1.9 LIMITATION OF STUDY
Financial constraint- Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
Time constraint- The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work.
1.10 DEFINITION OF TERMS
i. Youth
Conceptual: youth conceptually defined, means young men and women.
Operational: For the purpose of this study youth is defined as students in various universities in Nigeria and who fall between the ages of 16 – d 30.
ii. Media
Conceptual: This include all instrument of communication such as telephones, radio, TV, newspapers etc.
Operational: Media is operationalized in this study to refer to TV. Broadcast which are available to viewers in Nigeria.
iii. Cultural Identity
Conceptual: Cultural identity of any person is the self definition, self perception and self-image of that person as a member of a group exhibiting uniform culture that are consistent with the values of that group.
Operational: Cultural identity is operationally defined as those commonly shares socio-political interpretations and meanings related to the beliefs, norms, values, attitudes and behaviours within Nigerian.
iv. Cultural dominance:
Conceptual: This refers to nations of neocolonialism based on a policy and practice that have the effect of dominating the culture and affairs of less developed countries.
Operational – Cultural dominance in this study means the conscious and unconscious domination by western TV. media and media systems of Nigeria.
