THE EFFECTS OF WESTERNIZATION AND COMMODITIZATION OF

NIGERIAN CULTURE

CHAPTER ONE

INTRODUCTION

1.1 Background Of The Study

This study is on the effects of western civilization on African culture a case study of

South West Nigeria. The term culture has been defined differently by many people.

The different definitions attached to culture are based on the differences in the

orientation of the people.

According to Ekeh (2012), culture is construct used in an attempt to analyzed and

integrate events and ideals in broad spectrum of area of society. Jakayinka (2002)

states that from wider perspective, culture includes the total repertoire of human

action which are socially transmitted from generation to generation. Obiora (2002),

say that the transformation of culture is gradual and not sudden. Culture is a

continuous process of change. It changes exactly the same way as the human being

changes. It is dynamic, learned, acquired, transmitted or diffused through contact or

means of communication flow from generation to generation. The Nigeria culture is

observed to be fading out as a result of the acceptance and adaptation of the mode

mist’s solution on to underdevelopment.

1.2 Statement Of The Problem

According to Nnonyelu (2006:99) “Nigeria culture following its contact with lifestyle

constantly portrayed by the media appears to have caved in” and continues to do so as

years go by

The tendency for people to imitate, emulate and copy what they see (in the media) is a

major cause of this situation especially as seen in the emerging culture of the
country’s youth. The youths try to sheepishly copy the lifestyle of the western world

as presented by the media. To dress, walk and do anything resembling western way of

life is seen as a significant index of one’s social standing. This can be attributed to the

fact that “the closer a person’s attitude is to western norms and values, the greater the

opportunity open to the person and the higher the person’s position on the social

ladder’’ (Ojiha 2006:48). The youths are deluded to think that they have vast

individual choices and opportunities to believe, think, behave and dress as presented

by the media. Unfortunately, the addiction to this borrowed lifestyle leaves the

individual without an identified culture and this eliminates him/her from the society.

The sad side of the exposure to foreign media on the culture of a society is that the

glorification of western lifestyle goes side by side with condemnation of the local

culture. This creates a situation where Nigerians are becoming more British or

America than the Americans or British themselves and this invariable, creates

marginal individuals to the extent that they are neither here nor there.

Therefore, this research will be based on discovering the effects of western exposure

to foreign media content on the dress sense of Nigerians.

This research intends to find out the influence of western culture on the Nigerians

which tend to affect their norms and believe.

The western culture has influenced Nigerians mostly the southwest youths in the

following ways:

1.They hardly greet their elders due to their exposure to western culture through the

media

2.They copy the way and manner the western people dresses

3.They hardly greet their elders and if they do they don’t go down with their knees

and the males prostrate to show sign of respect, which was the major attribute of the
Yoruba youths.

With the advent of social media, internet and social networks, the cultural value that

has been built for years by fore-fathers of Nigeria culture especially in the southwest

youth thrown down the drain due to what the youth called civilization.

1.3 Aims And Objectives Of Study

The aim of this study is to highlight and understand the influence that western

civilization has on the Nigerian culture, especially with regards to what they wear,

how they greet, cook, the names they bear, and find out reasons for the prevailing

situation, more specially the objectives of this study include to;

·Find out and assess the impact of western civilization on the Yoruba culture.

·Assess the extent of impact of those media contents on the country’s youths

especially in relation to what they wear.

·Find out if there are factors responsible for this influence.

1.4 Significance Of Study

The study will help create data base for intervention programs that would help

promote and showcase aspects of Southwest culture that are good by making them

attractive to the youths.

It will help the youths to understand the adverse effects of imitating the dress pattern

on the western culture and its effects on Nigeria cultural values, so as that they can

now make a responsible choice.

This study will help the National Broadcasting Commission to know the adverse

effects of western contents on domestic television so as to make them effect better

regulations on the matter.

1.5 Research Questions

(1)Are the youths exposed to western civilization?

(2)What is the level of the youth exposure to foreign media?

(3)Do foreign media contents influence the dress sense of the youth?

(4)Does the exposure to foreign media have other effects on the youths such a beliefs

values, language, foods and names?

1.6 Research Hypotheses

Hi Youths are exposed to the foreign media

H0 Youths are not exposed to the foreign media

H2 Foreign media content influence the dress sense of the youths.

H0 Foreign media content does not influence the dress sense of the youths.

H3 Exposure to foreign media content have other effects on the youths (beliefs

values, language, foods).

H0 Exposure to foreign media do not have other effects on the youths

1.6 Definition Of Terms

1.Culture: Culture is the characteristics and knowledge of a particular group of

people, defined by everything from language, religion, cuisine, social habits, music

and arts. Also the term culture refers to the language, beliefs, values and norms,

customs, dress, diet, roles, knowledge and skills, and all the other things that people

learn that makes up the way of life of any society.

2.Civilization: It is any complex society characterized by urban development, social

stratification imposed by a cultural elite, symbolic systems of communication (for

example, writing systems), and a perceived separation from and domination over the

natural environment.

3.Cultural Identity: Cultural identity refers to a person's sense of belonging to a

particular culture or group. This process involves learning about and accepting
traditions, heritage, language, religion, ancestry, aesthetics, thinking patterns, and

social structures of a culture. Normally, people internalize the beliefs, values, norms,

and social practices of their culture and identify themselves with that culture.

However, some studies have noted that existing cultural identity theory may not

account for the fact that different individuals and groups may not react to or interpret

events, happenings, attitudes, etc. in the same ways as other individuals or groups.

4.Cultural Inferiority: Cultural inferiority, in cultural studies and social

anthropology, is an internalized inferiority complex that causes people in a country to

dismiss their own culture as inferior to the cultures of other countries. It is closely

related to the concept of colonial mentality and is often linked with the display of

anti-intellectual attitudes towards thinkers, scientists, and artists who originate from a

colonial or post-colonial nation. It can also be manifested in individuals in the form of

cultural alienation.

5.Cultural Disorientation: This is a personal disorientation a person may feel when

experiencing an unfamiliar way of life due to immigration or a visit to new country, a

move between social environments, or simply travel to another type of life.

6.Cultural Dominance: Cultural Dominance is the practice of separating, or artificially

injecting the culture or language of one culture into another. Cultural imperialism is

the practice of promoting a more powerful culture over a least known or desirable

culture. It is usually the case that the former belongs to a larger, economically or

militarily powerful nation and the latter belongs to a smaller, less powerful one.

7.Colonial Mentality: A colonial mentality is the internalized attitude of ethnic or

cultural inferiority felt by a people as a result of colonization, i.e. them being

colonized by another group. It corresponds with the belief that the cultural values of

the colonizer are inherently superior to one's own. The term has been used by
postcolonial scholars to discuss the transgenerational effects of colonialism present in

former colonies following decolonization. It is commonly used as an operational

concept for framing ideological domination in historical colonial experiences. In

psychology colonial mentality has been used to explain instances of collective

depression, anxiety, and other widespread mental health issues in populations that

have experienced colonization.

8.Inferiority Complex: An inferiority complex is the lack of self-worth, a doubt and

uncertainty about oneself, and feelings of not measuring up to standards. It is often

subconscious, and is thought to drive afflicted individuals to overcompensate,

resulting either in spectacular achievement or extremely asocial behavior. In modern

literature, the preferred terminology is "lack of covert self-esteem". For many, it is

developed through a combination of genetic personality characteristics and personal

experiences.

Cultural Confusion: Cultural confusion is also called cultural dissonance is an

uncomfortable sense of discord, disharmony, or conflict experienced by people in the

midst of change in their cultural environment.