Cultivation Analysis And Dynamics Of Behavioural Change In Youths’ Exposure To Bbnaija Reality Television Show

Abstract

The rapid growth of reality television as a pervasive form of entertainment has become a global phenomenon, transcending geographical, relational and cultural boundaries. These shows are becoming increasingly popular among television audiences across the globe, and have gained recognition among youths. This study seeks to examine youths’ exposure to BBNaija reality television show from the prism of cultivation analysis. The study is aimed at determining the motivation behind youths exposure to BBNaija reality television show and how it has shaped their behavioural tendencies with people. Resting on the framework of Cultivation Theory of the media, the study employed survey design which is rooted in the quantitative research paradigm as a methodology. Also, the study population comprises of youngerfolks residing in Kwara State, Nigeria which are 320 in number. The study further used cluster sampling to select the respondents in the chosen area of study, which is Kwara state, while questionnaire was employed as the data collection instrument. The questionnaire was designed through Google Sheet and administered via online. However, findings showed that the respondents came across BBNaija through friends and acquaintances, and the reality show is majorly watched by the youngerfolks. It was also discovered that the BBNaija reality show has a whole lot of things for the youth, as it assists to motivate viewership towards love and togetherness in watching. Moreover, the youngerfolks who are respondents in this study maintained that the reality show has shaped their social lives through the way it brings entertainment and thrills to them. Based on these findings, it was recommended that organisers of the BBNaija reality show should improve on the mode of dressing of housemates in the programme, so that it can reflect the typical moral values the Nigerian culture stands for. Also, emphasis should be placed on the aspect of togetherness and social bond/cohesion which makes the show heavily watch among the youths