INFLUENCE OF SOCIAL MEDIA ON NIGERIA UNDERGRADUATE DRESSING HABIT
CHAPTER ONE
INTRODUCTION
1.1 Background of study
The value of social media as a medium of mass communication is esteemed all over the world. In Nigeria there are over one million audiences of social media films who are affected in one way or another, by the subjects treated in Nigerian Social media. These media portray message that have Influence on the viewers, mostly, their mode of dressing. Media hold a very special place in the culture of a people. “media, like books, are a culturally special medium…an important medium of cultural transmission. (Baran, 2009:75). Studies show that media contribute to socialization and the transmission of culture (Baran, 2009; Daramola, 2007). Research has shown that there exists a relationship between the Social media and social ills and other behavoural and attitudinal change in the society. For instance, the media are attributed considerable power to shape opinion and belief, change habits, and actively moulding behaviour and imposing political system even against resistance.
In discussing the Influence of Social media on the dressing pattern of students of University of Lagos, it is imperative to mention discourses on media influence. This is because, Social media are a mode of media transmission. In all of researches, the area of media Influence appears to be the most contentious. For one, if the media have no Influence on the society. Is there any realistic justification for their continued existence? For another, if the media do have influences on the thought process and attitude of mankind, should they take responsibility for the emergent foibles and discomfitures of man in the society? The concern on media Influence has led to the development of different communication theories. This is an attempt to explain the relationship between communication messages and their Influences on the respondent.
O’Rork (2006) and Wogu (2008) argue that audiences are more likely to emulate models of behavior seen on the media if they expect to receive gratification from emulating another person “… Behaviour is influenced not only by personal or live models but by those presented in the Social media”. (O’ Rork, 2006:72) Analyses on media Influence continue to show that the media have Influence on the pattern of behaviour of its audience. (Uwakwe, 2010; Okunna, 1999 and Okoye 1993).
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