The Influence Of Music Video/popular Culture On Youth Social Behaviour
[A STUDY OF GODFREY OKOYE UNIVERSITY]

1.3 OBJECTIVES OF THE STUDY 

This research is aimed at investigating the influence of music video/popular culture on youth’s social behaviour in Nigeria. The major task is to establish the different effect of music videos on youth or how popular culture causes a behavioural change among the Nigerian youth. Specific to this purpose then are:

1. To examine the influence of music videos to increase of violence among Nigerian youth. 

2. To ascertain the influence of music videos in increasing crime rate in Nigeria. 

3. To examine the influence of music videos on the socio-cultural behavior of Nigerian youths.

4. To determine factors encouraging negativity in the Nigeria music video industry.  

1.4 RESEARCH QUESTIONS 

1. To what extent is the influence of music videos to increase of violence among Nigerian youth? 

2. To what extent is the influence of music videos in increasing crime rate in Nigeria?

3. To what extent is the influence of music videos on the socio-cultural behavior of Nigerian youths?

4. What are the factors encouraging negativity in the Nigeria music video industry?  

1.5 SCOPE OF THE STUDY

This work will concentrate on the entire activities of music video industry in Nigeria, the socio-moral and behavioural influence on Nigerian youths and the focus of the study will be the Godfrey Okoye University Thinkers Corner Emene Enugu state.  

1.6 SIGNIFICANCE OF THE STUDY

This study is relevance to the government, the music industry in Nigeria, the media, and general public and prospective researchers. 

Government will benefits from the findings and recommendations made in this work because it will enlighten them more on the consequences of explicit violence and sexual content and their effect in the lives of its citizens and will further guide them in policy formulation.

The Nigerian music industry will benefits from the research work as it will stand as a comprehensive tool to enlighten the members of the industry on their responsibility to the molding of better behaviours in the society. 

Nigeria media houses will benefits from the findings and recommendations stated in this work as it will help them to know the kind of music and culture they are to promote.  

The information provided in this work will be of use not only to the general public, but also for posterity. As the public will be enlighten well on the influence of music to behaviour levels in the society. 

Also, prospective researchers will find this work very relevant as it will serve as a guide line in developing something more similar to this work.

1.7 OPERATIONAL DEFINITION OF TERMS 

• Influence: The capacity or power of persons or things to be a compelling force on or produce effects on the actions, behavior, opinions of others. 

• Culture: Culture is the arts, customs, lifestyles, background and habits that characterize a particular society or nation. 

• Popular culture: Popular culture or pop culture is the entirety of attitudes, ideas, images, perspectives, and other phenomena that are within the mainstream of a given culture, especially Western culture of the early to mid-20th century and the emerging global mainstream of the late 20th and early 21st century. Heavily influenced by mass media, this collection of ideas permeates the everyday lives of the society. The most common pop culture categories are: entertainment (movies, music, television, games), sports, news (as in people/places in news), politics, fashion/clothes, technology, and slang.

• Negativity: Negativity is a tendency to be downbeat, disagreeable, and skeptical. It's a pessimistic attitude that always expects the worst.

• Music: Music is an art form and cultural activity whose medium is sound organized in time. The common elements of music are pitch (which governs melody and harmony), rhythm (and its associated concepts tempo, meter, and articulation), dynamics (loudness and softness), and the sonic qualities of timbre and texture (which are sometimes termed the "color" of a musical sound).

• Behaviour: Behaviour is the range of actions and mannerisms made by individuals, organisms, systems, or artificial entities in conjunction with themselves or their environment, which includes the other systems or organisms around as well as the (inanimate) physical environment. It is the response of the system or organism to various stimuli or inputs, whether internal or external, conscious or subconscious, overt or covert, and voluntary or involuntary.

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