BACKGROUND TO THE STUDY

CHAPTER ONE
INTRODUCTION

1.1BACKGROUND TO THE STUDY

It is an undeniable fact that television as a form of media, has become so popular, has pervaded our lives so thoroughly that we cannot imagine a world without it.
Television programmes are away for us to know what is happening around the world and they entertain us with music, movies, soap operas and reality shows. These programmes have changed the way we dress. Signorelli and Kahlenberg (2003) observe that television cultivates, like parents, peers, the clergy and teachers through its stories, common world views and common perspective on how men and women should think, behave and act.
Back in the day, when it was rare to have television in the house, people would pile into one living room that did have one and crowd around for important programmes news stories and announcements, just as they had done in the early days of the radio. Now, it would be extremely rare to find a household in Nigeria that does not have at least one television infact most households have televisions in their bedrooms too.
Roberts (2000) asserts that the position of television may have been reinforced by the “the privatization of media use”. This concept refers to the increase in the number of media devices in the family to the number of media devices in the family to the extent that there is a shift in control over those from the family as a whole to family members as individuals (Rompaey and Roe, 2001). A good example of this privatization trend is the sizeable population of University students who have at least a V-inch television in their rooms.
When students watch entertainment shows on television, they subconsciously absorb observations and then enact them knowingly or unknowingly in their own lives. Such absorption can be seen in terms of appearances, namely how they choose to be viewed as men will typically wear years, trousers, suits or the like.
Women who want to go to a party or out clubbing wear short dresses or other forms of “sexy” clothes. The term “sexy” for quite a lot of students is affected by what they see people on television wear. A more direct influences by television can be seen in the growing desire (or possible obsession)that students have to look and dress “the best” they possibly can for girls, the most beautifully for guys the most handsome.
Young people are highly influenced by images of stars and models in western countries, shown on western television programmes. Western countries are more relaxed about showing more skin, but in Nigeria, more courage is required. Although American and European women can wear anything from short sleeveless dresses, tunics, pant suits, tight jeans, miniskirts, low cut tops and blouses; all of these styles are under critique in Nigeria.
Burting (2005) the idea that as intelligent as we are, with the freedom and ability to make our own clothes, the issue on how much influence the media especially television have over our decisions can be put to a fast.
It is thus in the light of these claims that the study is being carried out with a view of authenticating or validating this assumption.

1.2STATEMENT OF THE PROBLEM
Some people claim that there is no observable impact of western television programmes on students, yet parents, lecturers and the society have shown much concern about the effect of these programmes on young people. In the light of which Maduewusi (2005) calls for utmost caution in television programme presentation.
One thing is certain: the channels that are presently being beamed to our cities and villages are mostly the product of western television producers based in New York, London or Hongkong. Much of the western television programmes depict media icons in  music, film and television.
Skimpy costumes worn by music idols writing and gyrating to the rhythm of a sexy beat on music television; the mini-skirted, sexy low-cut suits worn on television programmes by female lawyer or hospital executives catch the attention of young audiences. And who can resist the temptation of emulating them? That is why Burtins (2005) rightly posits that as intelligent as we are, with the freedom and ability to nake our own choices, the issue on how much influence the media especially television have over our decision can be out to a test.
With the influx of western television programmes, the pressure on students to wear what is “in” has never been greater; nevertheless, what is “in” in one country may not be “in” another. It is against this background, that the researcher is carrying out this study designed to identify the effect of western television programmes on the dress sense of students in the University of Port Harcourt.

1.3PURPOSE OF THE STUDY
Generally, the study seeks to highlight the influence of western television programmes on the dress sense of University of Port Harcourt students. Specifically, the objectives are?
To ascertain students’ programme preference between local programmes and western television programmes.
Determine what influences a student’s choice of television programmes.
To ascertain if there is any link between the western television programmes students watch on television and the way they dress.
Find out whether or not students base their fashion sense on what they see celebrities wear on television.

1.4RESEARCH QUESTIONS
The following research questions will be answered to meet the objectives of the study.
What is the preference of students between local and western television programmes?
What influences a student’s choice of television programmes?
What is the link between the students’ dress sense and the television programmes they watch?
What changes in fashion sense is noticeable in students as a result of what they see celebrities wear on television?

1.5SCOPE OF THE STUDY
This study will be undertaken with special consideration on some selected University of Port Harcourt students.

1.6SIGNIFICANCE OF THE STUDY
The result of this research, it is hoped, will be helpful to those responsible for planning television programmes as it will expose them to some of the problems arising from the programmes televised. Television stations in the country can use the suggestions or recommendations made by the researcher regarding television programmes and programming as available guide.
The finding will encourage the National Broadcasting Commission (NBC) to examine the transmission of western television programmes in the country and device proper ways under its guidelines to checkmate the operations of satellite transmissions in Nigeria.
Findings of this work will help students to know the implications of imitating images and scenes, from movies. It will be helpful also to other students who might want to consult it for further studies.

1.7Definition of terms
Television programmes: A television programme is a segment of content intended for broadcast on television. It may be one time production or part of a periodically recurring series.
Western: Relating to or characteristics of the western parts of the world or the west as opposed to the eastern parts.