THE INFLUENCE OF MTV BASE MUSICAL PROGRAMME ON THE DRESSING PATTERN OF ABSU STUDENTS

ABSTRACT

The study investigated the influence of the MTV Base music programme on the dressing patterns of students at Abia State University (ABSU). It employed the survey research method to explore how MTV Base, a prominent music television channel, affects the clothing choices of undergraduates. This examination took into account the channel’s persistent depiction of Western culture in its music programmes, particularly the attire of foreign pop artists. The research objectives were: to ascertain whether students’ dressing patterns are shaped by their exposure to MTV Base programmes; to assess the cultural implications of MTV Base programmes on the students’ dressing styles; and to establish whether a significant relationship exists between students’ viewership of MTV Base programmes and the erosion of African culture.

Grounded in Social Learning Theory, the research found that the dressing patterns of undergraduates are negatively affected by their regular viewing of MTV Base programmes. This exposure contributes to cultural imperialism and the widespread erosion of African culture, facilitated by globalization. Among other recommendations, the study advised that relevant authorities should intensify efforts to encourage university students in Nigeria to embrace Nigerian culture in their dressing, speech, and dance, instead of adopting foreign cultures that often attract criticism.

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Since its inception, television has consistently been the most influential medium within the mass media (Usaini, 2020). It serves as a credible source of information due to its vibrant colours, dynamic action, combined audio-visual elements, and the presence of actors, actresses, and presenters. These features make television a highly realistic medium for audiences (Orbe, 2020). It engages viewers through drama, films, documentaries, and other engaging presentations, thereby entertaining, educating, and informing them. “The influence of Television on teenagers, adolescents and youths are widespread. The influence is mainly on their dressing and their attires, that is, what they wear and what they use to adorn themselves” (Saodah & Mohd, nd.).

Consequently, the spread of television and its impact on the social behaviour of youths has become a major concern in recent years (Nwodu, 2021). Television is highly valued globally as a mass communication medium. It conveys messages that significantly affect viewers, especially in terms of their dressing habits. Television occupies a distinctive position in the culture of any society. “Television, like books are culturally special medium…an important medium of cultural transmission (Baran, 2019:75). Studies show that television contributes to the socialization and the transmission of culture (Baran, 2019; Daramola, 2017).

The media exert a powerful influence on people’s lives. In communication studies, media refers to the specific channels used to transmit messages to large, anonymous, and heterogeneous audiences (Pearce, 2019a). Media research encompasses studies on media effects the impact media has on audiences and media representations, which involve depictions of different cultural groups. A central tenet of social constructionism is that objective reality does not exist (Pearce, 1995). Instead, proponents emphasize that all knowledge is shaped by historical and cultural contexts (Allen, 2015). As a potent social institution, media plays a crucial role in shaping individuals’ perceptions of reality (Gergen, 1999). Even individuals who carefully regulate their media intake remain susceptible to media effects.

All forms of media act as agents of cultural socialization. However, scholars have devoted the most attention to television’s impact on personal, cultural, and societal perceptions (Orbe, 2020). This focus stems from television’s rapid expansion and its deep integration into daily life. Through various genres such as news, soap operas, situation comedies, dramas, talk shows, and sports events, the mass-mediated images on television can profoundly shape how people perceive themselves and others (Orbe, 2020). For this reason, governments in some nations prohibit certain programmes or permit only those that align with particular agendas. Consequently, television content worldwide is frequently influenced by political, religious, cultural, and social objectives (Orbe, 2020).

Clothing serves to protect the skin from extreme weather and to enhance personal presentation, as encapsulated in the saying “dress how you want to be addressed.” Traditionally, clothes have been used to cover the body’s private parts. In the past, very short or revealing outfits were typically associated with individuals of questionable morals or commercial sex workers. However, this trend has reversed among the current generation, particularly Nigerian university students at ABSU, who now openly wear “bum shorts” and “strapless tops” (known as spaghetti) among female students. Male students often wear trousers sagging below the buttocks, with belts loosely fastened and trousers hanging halfway down their legs. This frequently exposes their underwear and makes walking difficult as they constantly adjust their pants a style commonly observed in music videos.

Music videos play a mediating role in the culture of tertiary institution students, especially regarding their dressing habits. Research indicates that videos and movies, similar to books, function as vital channels for cultural transmission and socialization. This concern over media influence has spurred the creation of various communication theories aimed at explaining the connection between media messages and their effects on audiences.

These music videos convey messages that particularly influence viewers’ dressing styles, as examined in this study. Baran (2019:75) asserts that movies occupy a special place in people’s culture. “Movies, like books, are a culturally special medium, an important medium of cultural transmission and some studies have shown that movies contribute to socialization and the transmission of culture.”

For many university students of traditional age, reality television has always been part of their world, with a history exceeding 60 years. In recent times, however, reality television has emerged as the dominant form of entertainment (Schroeder, 2016). Owing to its broad popularity in Nigeria and internationally (Hill, 2015), it has shifted from the periphery to the centre of television culture. From a production standpoint, reality television is appealing because of its low costs, ease of international marketing, and minimal reliance on unionized talent (Murray and Ouellette, 2014). These advantages, combined with its widespread appeal across audiences, have transformed reality television from what some called “another fad that overstayed its welcome” (Smith and Wood, 2013, p. 3) into a mainstay of modern television.

Okere and Uwon (2012) observe that today’s youth often look to celebrities for fashion guidance, movie and music influences, and lifestyle choices. Adolescence is a turbulent phase marked by changes, challenges, and a strong desire to belong and gain acceptance. To satisfy this need, young people frequently turn to the media, with magazines being particularly accessible.

Hood (n.d.) describes celebrities as akin to salespersons, noting that although they may not deliberately seek to persuade, they subconsciously shape public thinking. This occurs through endorsements, interviews, clothing choices at events, preferred items, branded products, and overall public image, all of which foster widespread social acceptance across groups.

These celebrity images often become reference points for youths in forming their thoughts, opinions, and affiliations. Young people view such images as societal norms and pathways to the social acceptance essential for their development. Youths are significantly impacted by the messages and visuals media provides. Some of these images suggest ways to appear and behave in order to fit into contemporary society (Okere and Uwom 2012). Taylor and Stern (1997) and Weiss (2014), as cited in Cyril de Run, Butt, and Yen Nee (2020), argue that teenagers and young adults are more susceptible to celebrity influence than older populations. Teenagers tend to imitate celebrities’ traits, including their dressing styles. Weiss (2014) notes that “this allows them to compensate their low self-esteem” (Cyril de Run, Butt, & Yen Nee, 2020). Everelles and Leavitt (1992), also cited in Cyril de Run et al. (2020), add that some youths go to extremes, such as undergoing plastic surgery, to resemble their favourite celebrities.

According to Jones (2015, p. 83), Music Television (MTV) remains a formidable cultural force. Launched in the United States in 1981, MTV rapidly transformed popular music, visual aesthetics, and culture. It pioneered elements now central to popular culture, including major events like LiveAid, the fusion of music and corporate sponsorship, “unplugged” sessions, and reality shows such as *The Real World* (Jones, 2015). MTV became an iconic element of popular culture, influencing visual media (e.g., *Miami Vice*) and inspiring songs about itself (such as Dire Straits’ “Money for Nothing” and Beck’s “MTV Makes Me Wanna Smoke Crack”) (Jones 2015). It is within this context that the present study seeks to examine the influence of the MTV Base music programme on the dressing patterns of ABSU students.

1.2 Statement of the Research Problem

In recent years, noticeable changes have emerged in the dressing styles and clothing preferences of young people (Nwodu, 2021). Many dress in bizarre and embarrassing ways. Female youths often appear half-nude, favouring trousers paired with skimpy shirts or crop tops that expose the midriff, body-hugging outfits that reveal body contours, or mini-skirts with see-through tops. Male youths wear oversized shirts and trousers far larger than their actual sizes. Apuke (2016) notes that “the way students on campuses of learning dress leave many to wonder where they get these dresses from. They tend to copy different television programme presenters and actors/actresses’ costumes projected on the screen which are mostly contrary to our traditional norms and values.”

In the 21st century, most MTV Base programmes emphasize modern fashion trends rooted in Western cultures. Disregarding cultural diversity, MTV Base broadcasts content filled with Western concepts of fashion, music, and dance. While the influence of MTV Base on teenagers may not be immediate due to intervening factors such as family, peer groups, and social circles, music videos serve as effective mass communication tools that transcend national and cultural borders through extensive distribution networks. They function as sources of entertainment, education, and cultural promotion, with cultural transmission being a primary role of such TV programmes.

The current dressing habits of Nigerian university students at ABSU differ markedly from the modest styles of the past. This abrupt shift toward questionable lifestyles has become a source of embarrassment and necessitates urgent intervention, including research to identify corrective measures.

Nevertheless, the influence can be subtle and may lead teenagers to adopt misguided ideas and negative behaviours. The more time they spend watching entertainment television, the more likely they are to internalize worldviews and perceptions of reality that mirror the content they consume. This study therefore aims to investigate the influence of the MTV Base music programme on the dressing patterns of ABSU students.

1.3 Objectives of the Study

The main objective of this study is to assess the influence of the MTV Base music programme on the dressing patterns of ABSU students. The specific objectives are:

1. To determine whether the respondents frequently watch MTV Base programmes.

2. To find out whether the students’ dressing patterns are influenced by their viewership of MTV Base programmes.

3. To determine the cultural implications of MTV Base programmes on the dressing patterns of the respondents.

4. To determine whether there is a significant relationship between the respondents’ viewership of MTV Base programmes and the erosion of African culture.

1.4 Research Questions

In line with the objectives, the following research questions were formulated:

1. Do the respondents frequently watch MTV Base programmes?

2. Does viewership of MTV Base programmes influence students’ dressing patterns?

3. What cultural implications do MTV Base programmes have on the dressing patterns of the respondents?

4. Is there any significant relationship between the respondents’ viewership of MTV Base programmes and the erosion of African culture?

1.5 Hypothesis of the Study

Ho: There is no significant relationship between respondents’ viewership of MTV Base programmes and erosion of African culture.

H1: There is a significant relationship between respondents’ viewership of MTV Base programmes and erosion of African culture.

1.6 Significance of the Study

This study holds relevance in several ways:

- It contributes to the existing body of literature in this area.

- It may serve as a reference document for the Nigerian Films and Censors Board.

- It will provide useful reference material for policymakers.

- The study will benefit students and mass media researchers as a source of reference.

- It will encourage youths to reflect on and reassess their dressing patterns.

- It will be useful to the video censors board.

- It will raise awareness among school authorities regarding dress codes.

1.7 Scope of the Study

While media influence encompasses various behavioural and attitudinal changes, this study is limited to the influence of the MTV Base music programme on the dressing patterns of ABSU students. It does not cover other aspects such as the influence of music videos on speech patterns, language use, love and relationships, or similar behaviours these can be explored by future researchers. The scope is further restricted due to resource constraints that prevent coverage of all Nigerian universities.