INFLUENCE OF BIG BROTHER NAIJA TELEVISION SHOW ON NIGERIAN YOUTHS: ASSESSMENT OF BENUE STATE UNIVERSITY, MAKURDI

ABSTRACT The study “Influence of Big Brother Naijatelevision show on Nigeria’s youths” Astudy of Benue state University, seeks to assess the influence of Big Brother Naija reality show on the Nigeria youth, to determine the functional role Big Brother Naija plays as medium of mass media, and to ascertain the contributions of Big Brother Naija to promoting Nigeria Culture, using survey method to elicit responses from the audience. The study was anchored on cultural imperialism theory and observation learning theory. The study found that Big Brother Naija reality show has to a great extents, negatively influenced the Nigeria youth, with its immoral disposition of the contestants of the show, such as indecent dressing, excessive intake of alcohol and smoking habits, sexual antics and their vulgar use of language and that the show is not relevant to the Nigerian society. The show also, does not promote the Nigerian culture, since everything portrayed on the show is mostly western and therefore alien to the Nigeria culture. The research recommends that parents should monitor what their children watch on television and also, the producers of Big Brother Naija should de-emphasize promiscus interests and other unethical practice like the display of immorality and in decency that has painted the viewing of Big Brother Naija in the light.