STUDENTS’ EXPOSURE TO AMERICA GOT TALENT: A STUDY OF NTA COLLEGE JOS

ABSTRACT This study examines the exposure of media students at NTA TV College, Jos, to the television reality show America’s Got Talent (AGT) and investigates how this exposure influences their career aspirations, media preferences, and perceptions of cultural identity. Grounded in the Uses and Gratifications Theory, the research conceptualizes students as active media consumers who engage with international television content to fulfill educational, professional, and entertainment needs. A descriptive survey design was adopted, and data were gathered through structured questionnaires administered to a stratified sample of media students. Descriptive and inferential statistical analyses were employed to interpret the data. The findings reveal that students are widely exposed to AGT, viewing it not merely as entertainment but as a model for professional and creative development in media production. Exposure to the show significantly influences their career ambitions, inspiring interest in television production, reality-based programming, and content creation that mirrors global standards. The study also establishes strong interrelationships between career aspirations, media production preferences, and cultural identity, suggesting that students’ engagement with AGT fosters both creative inspiration and cultural negotiation. While the show broadens their professional perspectives, it simultaneously raises concerns about the reinforcement of Western ideals of success and the potential marginalization of indigenous media expressions. The study concludes that international media exposure has a dual impact enhancing creativity and global awareness while challenging local cultural authenticity. It recommends integrating critical media literacy into media education curricula to help students critically analyze global entertainment models and adapt them in culturally relevant ways.