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ABSTRACT
This study examines the broadcast media and celebrity hype among Uniben students: a study of Naira Marley. The survey method was adopted as the research method while the instrument for data collection was the questionnaire as two hundred and seventy questionnaires were distributed. The findings from this study revealed that the broadcast media continually promotes the hype of celebrity, it indirectly encourages the participation of audiences and their engagement with the kind of contents churned out by these celebrities. Particularly, the celebrities who are involved in the music industry have the highest tendencies of influencing and engaging their audience while being hyped by the broadcast medium. The broadcast media air the visual contents produced by these celebrities while most of these visual contents are music videos with heavy negative influence on the youths. Based on findings of the study, it is concluded that the broadcast media is responsible for projecting the image and the hype of celebrities and this in turn results into negative influence on the youths socio-cultural behaviour such as indecent dressings, smoking, and all sort of drug addiction. The researcher recommends amongst others that the Government through the National Broadcasting Commission should make policies that bound and restrict the selling and showcasing of explicit videos that have sexual content, this will help to reduce the rate of influence of Naira Marley kind of videos that degenerates the Nigerian culture.
