Viewers’ Perception of the Influence of Afrobeat Music Broadcasts on HIP TV on Youth in Benue State, Nigeria
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Abstract
This study examines the perceptions of youth in Benue State, Nigeria, regarding the influence of Afrobeat music broadcasts on Hip TV, with particular focus on language use. The research revealed a high level of exposure to Afrobeat music among Benue State youth, with music platforms such as Hip TV playing a significant role in their consumption. The study employed a quantitative survey research design, with data collected from a sample of 292 respondents using a questionnaire. The data were analysed using descriptive statistical tools. The study also found that youth perceive Afrobeat music as having a positive influence on their language use, particularly in terms of vocabulary, slang, pidgin, pronunciation, and the adoption of catchphrases and wordplay. The findings align with existing theories such as Social Learning Theory and Cultivation Theory, suggesting that prolonged exposure to music media can shape language use and cultural behaviours. The study highlights a disconnect between the language used in Afrobeat music and the cultural norms of Benue State, indicating a shift in the youth's perception of acceptable language use. The recommends among others that the National Broadcasting Corporation (NBC) and all other broadcast regulatory bodies should ensure proactive censorship of music lyrics to prevent unwholesome Afrobeat music from getting to young people. Broadcast media establishments as watchdogs of the society should thoroughly scrutinizing the lyrics of Afrobeat music before broadcasting it.
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