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ABSTRACT
With special reference to University of Benin where helpful generalisations were formed, the study investigates the circumstances surrounding the interaction between Western television programmes and the cultural values of Nigerian youths. Due to its acoustic and visual capabilities, television has been an extremely effective mass communication medium.
The impact of the various communication mediums, notably television, on society has long been studied by communication scholars. Diverse opinions substantiated by various studies have been expressed in the discussion of how much television affects the attitudes and behaviours of humans. People, especially youths are significantly affected by television. Although affected differently depending on the sort of information and level of exposure.
An empirical investigation with two hundred and sixty (260) respondents from the study area supported the findings. The survey methodology was used for this investigation. The bottle spinning sample technique was used in addition to the accessible/convenient sampling method. Additionally, the questionnaire was used to collect quantitative data for the study. To support the usage of manual techniques, data analysis using SPSS (Statistical Packages for Social Sciences) was performed. Seventeen (17) research questions were employed to empirically justify the work. The study also discovered that among Nigerian youths, Western television programmes are more popular than indigenous television Programmes.
