CHAPTER ONE INTRODUCTION 1.1     BACKGROUND OF THE STUDY

In Nigeria television as a product of globalization is an important source of educational enlightenment and language acquisition. Television provides better, sophisticated and diverse information. Since students are likely to revert to their mother’s tongue after school. Television has been criticized for negative impact on academic achievement.

For instance, associate high exposure of general audience television with poorer language level. They attribute this low language sources to programmed contents rather than time spend watching television programmers’. Generally, audience programmers’ are not deliberately design for instruction but for entertainment.

They includes soaps, movies, news, documentary, music, sports, cartoons, etc. similar television has been accused of displacing reading time and thereby impending intellectual abilities. The implication is that when television and reading complete for more time and attention often gains mastery as the more attractive.

They spend more of their time in front of television than reading their books, doing home work, etc. distraction through television, during learning has become a common daily occurrence among secondary school students across the nation. Many scholars have focused on the effect of distraction on academic achievement among students, while studies reveal that some negative effects of distraction on learning and academic achievement. Since television is seen as a distraction in most cases, when they are supposed to focus on academic achievement.

Today pluralism and cultural diversity are becoming basic values public communication. People living in globalized world learn that, freedom of speech, freedom of expression, pluralism cultural and linguistic diversity and tolerance towards often views and value systems have turned in the new norms of society. One should not underestimate the role of this values, both in general sense, political and cultural life of the country. The research demonstrated that the attitudes and behavior of television viewers, those whose cultural life are been monopolized by television who absorb the television image of life and society from infancy have undergo significant charges.

Although cultivation theory was criticized for a number of reasons including the importance of specific programme in the cultivation process, the strength of the relationship between television viewers and perceptions of social reality and opinions and impact of television programme on diverse audience. In many cases, children and teenagers can indeed be classified as heavy viewer’s (those who watch television four hours in a day), one should take into account that factor that can for, instance lead to increase in the level of violence of viewers.

Base on their experience of real and media events, children build representations of what a epact in certain situation from certain people. These expectations guide their behaviours. Many researchers proved that, heavy viewing of violent television contributes to the development of aggressive behavior for other reasons (example, children from a family in which aggression is an acceptable response to conflict). The role of media in forming the perceptions and attitudes of audience remains strong, by filtering information for further dissemination through media channels, journalist performs the function of “gate keepers”, and set the daily agenda for media users.

Over the years Nigerian movies become popular among Nigerians and in the European countries, which a growing number of foreigners have developed great love for Nigerian movies. However, the growing influence of the western media and the concept of globalization seem to create a transition of Nigerian culture to the western culture, especially in the urban area and cities.

1.2     STATEMENT OF THE PROBLEM

Nigerian movies are watched from the television, of who have come of age and the industry is growing from strength across the globe. Nigeria movies flood the global channels with series of movies which dwell on various aspect of life. The number of viewers that watch Nigerian films has risen to a greater height over the years, which enable Nigeria film stars to be more popular in the world rather than showcasing Nigerian rich and dynamic culture.

This study is carried out to examine and ascertain the contributions of state TV to the promotion of our cultural values rather than just an instrument of film.

1.3     PURPOSE OF THE STUDY

The researcher is to conduct an in depth research on the contribution of state television in the promotion of cultural values.

1.       To know the roles of state television in promoting cultural value.

2.       To access the problem of television in promoting cultural value.

3.       To know the roles of television.

4.       To examine television impact on cultural value.

5.       To proffer solution to the problems of television in promoting cultural value.

1.4 RESEARCH QUESTION

The following questions will be used increase this research study:

1.       What are the contributions of state television in promoting cultural value?

2.       In which way does television promote cultural value?

3.       What are the roles of television?

4.       What is the impact of television on cultural values?

5.       How do people react to information on television?

1.5     RESEARCH HYPOTHESIS

Television played a very crucial role in the promotion of cultural value, especially in Rivers State.

1.6     SIGNIFICANCE OF THE STUDY

The research will help in possible dilution, domination and finally absorption of the roles of television in promoting cultural value.

1.       It will enable the government and policy makes to put adequate measures in place of check the government of television in cultural value.

2.       Television as a channel reminded the people of the various existing culture of the people of the people as it displayed on the screen.

3.       It will help to the idea of imitation violent cultures or way of life from Nigeria.

4.       The conduct of this research will enable the movement to know what role the television played in promoting cultural value in the development of a country, and to harness the mass media especially television in a democratic dispensation.

5.       Certain issue bring different information, depending on the issue of the moment people became aggressive after watching war films, and they saw when people are been killed.

1.7     SCOPE OF DELIMITATION OF THE STUDY

The scope of this study is to find out the roles of television in promoting cultural value. This will extend to RSTV Port Harcourt. The research also consulted some text books, news papers and journals which provide lots of information pertaining to the study.

1.7.1 LIMITATION OF THE STUDY

          In course of this study the researcher encountered some financial challenge, to raise some money, since extensive research required lot of money or it is capital intensive. It involves movement of vehicles from one distance to another, especially from one media outlet to the other to gather the necessary material needed in this study. This is because the research involved meeting with so many source to gather detail facts about the study so far, it was one of the factors that cause a delay since its involves meeting with research personals Another challenge was time constrain, it was indeed a great challenge since the researcher must sacrifice his time to have movie and necessary facts about this study, and his determination was finally achieved.

1.8     DEFINITION OF TERMS

The following terms are defined below:

Operation: It is defined as students in various universities in Nigeria, who fall between the age of 15-30

Reality television: Reality television is defined as programs that films real people as they live out events. (Contrives or otherwise) in the lives, as this event occurred, excluding news programming, talk and interview show, and non-fiction narrative programmes.

Attitudes: according to business dictionary com, attitude is a predisposition or a tendency of responds positively or negatively towards a certain ideal object, person or situation, attitude influences an individual choice of action and responses is challenges, incentive and rewards.

Cultural identity: Is the identity or feeding of belonging to, as part of the self conception and self perception to nationality, ethnicity, religion, social class, generation, locality and any kind of social group that have its distinct cultural. In this way cultural identity is both characteristic of individual and culturally identical group that has it members sharing the same cultural identity.

Operational: these are the commonly shared socio-political interpretation and meaning related to the beliefs norms values, attitude and behaviors within Nigeria.

Conceptual: it is self definition and self image of a person and member of a group exhibiting uniform cultural that are consistent with the value of the group.

Cultural domination: this refers to the established language religions values, rituals and social customs this traits are often the norms of the society as a whole.

Operational: it means the conscious and unconscious domination by western television on the media system of Nigeria.

Viewer: this simply means group of people or audience that are watching a television programmes.

News: all types of news can be divided into strait news, which is usually superficial and largely un-interpretative, and depth or interpretative news.

Actuality: this is a situation where the sound on the television is the actual remains of a person making the remark.

Television: televisions is a telecommunication medium for transmitting and receiving moving image that can be monochromatic (shades of grey) or multicolored. Images are usually accompanied by sound. “Television” may also refer to television set, television programming, and television transmission.

Radio: is the transmission of signal by modulation of electromagnetic waves with frequency below those of visible light.