(A CASE STUDY OF GOLD CIRCLE COMMERCIALS)
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ABSTRACT
This study sought to examine the impact of Television Advertisement on the mental development of youths in Rivers State. More especially, the study sought to achieve the following objectives. To examine the extent to which Tv adverts influence sexual behavior of the youths in Rivers State, to establish whether Tv adverts influence on the use of condom by the youth in Rivers State and to determine the influence of condom adverts on the sexual behavior of the youth in Rivers State. Participants comprised of students from the school of management sciences, Kenule Beeson Saro-Wiwa Polytechnic, Bori. The target population in this study was 814 youth in their productive ages (16-36years). Random sampling was used to determine the sample size of the respondents. The study was guided by social learning theory and cultivation theory. The study used the quantitative data analysis and results presented in tabular forms and narratives. The qualitative data derived from questionnaires was analyzed thematically. The findings of the study with regard to those objectives shows that majority of the respondents are actively involved in sexual activity. The study findings also indicated that most of the respondents strongly agreed that television adverts influenced their sexual behavior and attitude towards sex. The study concluded that television adverts do have an impact on sexual behavior and condom use among the youth in Rivers State. Tv adverts also alter the sexual behavior of most youth by predicting and/or hastening adolescent sexual initiation. The study concluded that, Reducing the amount of sexual content in entertainment programming, reducing adolescent exposure to this content, and/or increasing references to and depictions of possible negative consequence is of sexual activity could appreciably delay the initiation of early sex debut. The youth should have more exposure to mass media campaigns on safe sex and use of contraceptives to ensure reduced incidences of early pregnancy, STIs and HIV/AIDs.
TABLE OF CONTENTS
TITLE PAGE i
CERTIFICATION ii
DEDICATION iii
ACKNOWLEDGEMENT iv
ABSTRACT v
TABLE OF CONTENTS vi
CHAPTER ONE 1
INTRODUCTION 1
1.1 BACKGROUND OF STUDY 1
1.2 STATEMENT OF THE PROBLEM 11
1.3 PURPOSE OF STUDY 15
1.4 RESEARCH QUESTIONS 16
1.5 RESEARCH HYPOTHESIS 17
1.6 SIGNIFICANCE OF STUDY 17
1.7 SCOPE OF STUDY 20
1.8 LIMITATION OF THE STUDY 21
1.9 DEFINITION OF TERMS 22
CHAPTER TWO 24
REVIEW OF RELATED LITERATURE 24
2.1 INTRODUCTION 24
2.2 THEORETICAL FRAMEWORK 24
2.3 THE REVIEW 35
2.3.1 INFLUENCE OF TELEVISION ADVERTS ON YOUTH SEXUAL BEHAVIOUR 35
2.3.2 INFLUENCE OF TELEVISION ADVERTS ON THE USE OF CONDOM AMONG YOUTH 38
2.3.3 INFLUENCE OF TV CONDOM ADVERTS ON SEXUAL BEHAVIOUR OF THE YOUTH 40
2.3.4 CHALLENGES FACED BY YOUTHS TOWARDS THE USE OF CONDOM 45
2.4 SUMMARY OF THE REVIEW 49
CHAPTER THREE 50
RESEARCH METHODOLOGY 50
3.1 INTRODUCTION 50
3.2 RESEARCH DESIGN 50
3.3 POPULATION OF STUDY 51
3.4 SAMPLE /SAMPLING TECHNIQUE 52
3.5 INSTRUMENT OF DATA COLLECTION 53
3.6 VALIDITY/RELIABILITY OF THE INSTRUMENT 54
3.7 METHOD OF DATA COLLECTION 54
3.8 METHOD OF DATA ANALYSIS 55
CHAPTER FOUR 57
DATA PRESENTATION, ANALYSIS AND DISCUSSION 57
4.1 INTRODUCTION 57
4.2 DATA PRESENTATION 57
4.3 DISCUSSION OF FINDINGS 66
CHAPTER FIVE 69
SUMMARY, CONCLUSION AND RECOMMENDATION 69
5.1 INTRODUCTION 69
5.2 SUMMARY 69
5.3 CONCLUSION 71
5.4 RECOMMENDATIONS 72
BIBLIOGRAPHY Error! Bookmark not defined.
APPENDIX 1 77
APPENDIX II 78
QUESTIONNAIRE 78
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF STUDY
Television is the practice, science or medium of transmitting moving images by radio waves, cable wires or satellites to receivers consisting of a display monitor, tuner or electronic circuitry. Images may be produced by means of a camera tube such as an image or orthicon or vidicon or a CCD device that converts light rays into electrical signals that are sent to a receiver for reproduction of the image as by reconverting the signals into electron beams that are projected against the kinescope, or picture tube, or by the use of LLD or plasma, flat-panel displays.
Television is one of our world’s most important means of communication. It shows us information programmes like, the news, documentaries and sports events. We can watch films, listen to interviews and hear sounds of events that happen far away.
Television has been influencing our lives since it was developed over 80 years ago. It is an important way of spending out free time and it shapes people’s opinion about various issues.
Santrock (2001) observes that the youthful stage is a period where life becomes wrapped up in sexuality. It is the time of sexual exploration and experimentation, sexual fantastic and realities and of incorporation sexuality into their identity. Youths have an almost insatiable curiosity about the mysteries of sex. They think about whether they are sexually attractive, how to have sex and what the future holds for their sexual lives. A key period of exploration and development occurs in adolescence which continues until late youth. It is during this period that the youth begin to find out which sexual behaviours are enjoyable, moral and appropriate for their age (Lips, 2001). It is also important to note that during this period many youths become sexually active although not always by choice. It has been observed that although sexual intercourse is common among youths, majority of them wish they had waited longer to have sex.
During this period also, the youth develop sexual identity which is often coupled with mastering emerging sexual feelings (Brooks –Gum & Graber, 1999). This process involves learning to manage sexual feelings, such as sexual arousal and attraction, developing new forms of intimacy, learning the skills to regulate sexual behavior to avoid undesirable consequences. It is important to note that developing sexual identity includes interfaces with other developing identities. Sexual identities emerge in the context of physical factors, social factors, and cultural facts with most societies putting restrictions on sexual behavior of adolescents/youths.
Sexual orientation refers to a person’s preference for partners of the same or the other sex. Intersexual is the label used for a person who prefers partners of the other sex, homosexual is the lable applied to a person who prefers partners of the same sex, and bisexual is a term used to describe a person who can be attracted to partners of either sex (Lips, 2001). This paper concentrates only on heterosexual behavior.
Santrock (2001) further observes that the youth with their developing idealism and ability to think in more abstract and hypothetical ways may get caught up in mental world that is far removed from reality and one that my involve a belief that things cannot happen to them and they are omnipotent and indestructible. Therefore, having information about protection is not enough and whether or not youths will use protection during sexual intercourse is determined by their acceptance of themselves and their sexuality. This acceptance requires not only cognitive maturity but also emotional maturity. It is important to note that most programmes targeting the youths assume that they have the ability to anticipate consequences, to weight the possible outcome of behaviours and to project into the future what will happen if they engage in certain acts, such as sexual intercourse. It is thus assumed that the youth have the cognitive ability to approach problem solving in a planned, organized and analytical manner. Santrock (2001) has established that youths (16-35 years of age) are to some degree realistic and future oriented about sexual experiences, just as they are about career and marriage. Young people often seek protection and sexual information from television contents rather than their parents or other adults by being attracted by being attracted to programs with sexual content (Greeson, 2009).
The media is used as a source of information about sexuality at times more than others. One qualitative study found three patterns of sexual media used among early youths (18-20years old) that suggested that sexual portrayals in the media were attended to more when girls were interested personally in learning about relationship norms, strategies for establishing relationships and tips on how to get sexually attractive. Some girls still find depictions of sex in the media (e.g., nudity in advertisements) gross and disgusting, while other girls had papered their walls with images of media models they lusted after or aspired to be still other girls, typically those who had been involved in sexual relationships, were less enamored with the mainstream media’s sexual fantasy and had turned to oppositional media (eg., fringe music groups, teen-produced magazines, aka ‘zines’) that spoke more to the kinds of relationships they wanted (Brown, White, & Nikopoulou, 2010).
The fear of the influence and impact of sexual images on the media on the behavior and attitudes of the youth has raised concerns of the parents and policy-makers (Villiani, 2001). Similarly, the sexual development of the youth has increased the society and public health concerns of all involved. This is because of the increased access to various media by the youth leading to higher consumption of television programmes and information (Braun – Courville & Rojas, 2009).
Youths are active consumers of media content and often report that the media are among the top sexual educators. It has also been established that many youths reports that their parents do not give them sufficient information about sexual subjects during adolescence (Brown et al., 1993). It is true that television presents to the youth a world that is different from the one they live in. this means that they are exposed to a wider variety of views and knowledge than what they can get from their parents, immediate environment, peers and teachers (Santrock, 2001). In the past, many identification figures from family or figures whose attitudes towards issues such as sexuality might have been relatively homogenous due to shared culture but this might no longer be the case due to changes in the society. Media images that portray sex as glamorous, exciting and risk free may be associated with the initiation and development of permissive sexual attitudes (Brown, Childers & Waszak, 1990). Because of these, youths form attitudes about sex that are unrealistic, do not mention negative outcomes, are stereotypical and potentially unhealthy (Ward & Fredman, 2006). It has been observed that because of this influence and presentation of unrealistic images and messages on the media, it is important to know how attitudes are formed and what influences them (Daughherty & Burger, 1984).
The effects of the media on behavior have been observed in many aspects of social behavior such as aggression, social stereotyping, pro-social behavior and social attitudes. Most social scientist now agree that exposure to violence on television has a causal effect on aggressive behavior. (Houston et al., 1992). On the other hand the effects of sexual content and adverts on television have received relatively little attention from social researchers, though studies show that there are strong theoretical reasons to believes that media may play a major role in the socialization of sexual knowledge, attitudes and behavior (Roberts, 1982).
Many social scientists have argued that the reason why they think mass media and especially television is important source of sexual information for the youth is because parents have been known to provide very little information while schools tend to focus their attention on biological approach with little attention to romance and interpersonal relationships (Strasburger, 1993). Courtright and Barran (1980) further in their study established that family variable exerted on influence on an individual’s self evaluation and that media and peers were significant influences. Young people also have access to a much wider range of media content including other entertainment media which they access simultaneously. Many of the portrayals in the media show glamorous, young people with whom many youths are likely to identify and imitate. It is for this reason that young people in this age group often name media figures as the people who they would like to emulate.
The youthful age is a stage which humans face once throughout a lifetime. This stage serves as a threshold for many developments; biological, physical, psychological, social etc. these developments are accompanied by positive or negative behaviours depending on the environment that the child is brought-up (Bandura, 1971). Risky sexual behaviours, including early sexual debut, unprotected sexual intercourse and multiple sexual partners, occur in a broader context.
The intensity of involvement in sexual risk behavior ranges from non-sexual relationships to unprotected sexual intercourse with multiple partners and prostitution (UNAIDS, 2002).
Documented evidence has shown that a large number of youths begin sexual activity at a very young age in a number of countries (UNAIDS, 2002). In most sub-saharan African countries, more than 70% of young women begin sexual activity during adolescent period- this to a large extent is as a result of exposure to media effect.
It is against this background that this study therefore sought to examine the impact of television advertisement on the mental development of youths in Rivers State.
1.2 STATEMENT OF THE PROBLEM
There has been a growing concern over the impact television may have on the mental development of youths either positively or negatively. Information from research has clearly shown that the youth have access to television and that they are exposed to sexual content on television (Kunkel et al., 1999). The effect of this exposure has not been clearly established by previous research.
Strouse and Buerkel-Rothfus (1993) observe that viewing of sexual contents on television may affect attitudes towards sex and the use of protection (condom).
Ward (2002) also notes that endorsement of gender stereotypes was likely to promote sexual initiation and dissatisfaction with virginity as well as other perceptions regarding normative sexual behaviours.
There is a claim that there is no observable impact of television on youths, yet parents and teachers have shown much concern about the effect of television on young people. In the light of which Maduewusi (2005) called for utmost caution in Tv programmes and especially adverts.
Television has the potentials to generate both positive or negative effects. It is therefore, unfortunate that great deals of Tv content which youths have devoted their time to view are sexual. Makinwa in his study on sexual behavior and use of condom among youths noted increasing level of youth risky sexual interactions with high-risk groups in urban areas. This risky sexual behavior of young people includes having multiple sexual partners and unprotected sexual activities especially when it is in exchange for money. For unmarried young people use condom at sexual debut, while those that use it do so inconsistently.
A survey carried out on youths revealed that the major reason for not using condom is that it reduces sexual enjoyment. Those who believed a single unprotected sexual exposure may result in HIV infection reported more condom use than those who believed otherwise. Those who had prior discussion with their partners on HIV/AIDs reported more use compared to those who had not.
Young people are becoming increasingly exposed to the risk of sexually transmitted infections. According to the 2008 HIV/Syphilis sentinel survey in Nigeria, 3.3% of young people aged 15-19 years were infected. Primary prevention especially abstinence, remains one of the most realistic interventions for reducing further spread of the virus.
However, sexual abstinence as a prevention strategy among youths remains low and has yielded poor result, thus the need for adoption of condom. Therefore restrictions on condom promotion in Nigeria have hampered efforts to promote this form of sexually transmitted infection prevention method.
According to the Nigerian HIV/AIDS emergency Action Plan (HEAP), there is an increasing lack of support of youth to use protective measures such as Gold Circle condom to prevent the transmission of sexually transmitted diseases in Nigeria.
In 2001, a radio advertisement was suspended by the Advertising practitioners council of Nigeria (APCON) for promoting messages suggesting that it is acceptable to engage in premarital sex as long as condom is used. Also, in 2006 APCON started to enforce stricter regulation on condom advertisements that might encourage indecency. Yet there are increasing evidence of youths exposure to sexually transmitted infections. The implication of this is that the issues concerning television adverts that are peculiar to the youths in Rivers State may not have been addressed by previous research, given the differences in social reality. Therefore, there was need for a study to be conducted to provide relevant scientific data which can be used for decision-making or putting interventions into place when dealing with issues relating to the use of protective measures like Gold Circle condom among the youths in Rivers State. Policy advocates and cultural observers worry, in particular, about the impact of exposure to Tv adverts on the mental development of youths. In some circles, the idea that the adverts in the media cause a change in behavior is a very difficult empirical task. It is against this background that this study attempted to explore whether exposure to Tv adverts may have any impact on the mental development of the youths in Rivers State.
1.3 PURPOSE OF STUDY
1. To examine how Tv adverts impact on the mental developments of youths in Rivers State.
2. To establish whether exposure to Tv adverts impact on the mental consciousness of youths in Rivers State so as to employ the use of condom during sexual intercourse.
3. To determine whether “Gold Circle” condom adverts influence the sexual behavior of youths in Rivers State.
1.4 RESEARCH QUESTIONS
1. To what extent do Tv adverts impact on the metal developments of youths in Rivers State?
2. To what extent do exposure to Tv adverts influence on the use of Gold Circle (condom) by the youths in Rivers State?
3. How does Gold Circle (condom) adverts impact on the mental developments of youths in Rivers State?
1.5 RESEARCH HYPOTHESIS
Ho: The extent at which television advertisement impact on the mental development of youths.
H1: The extent at which television advertisement does not impact on the mental development of youths.
Ho: Television advertisement is responsible for the usage of Gold circle (condom) by the youths in Rivers State
H1: Television advertisement is not responsible for the usage of Gold Circle (condom) by the youths in Rivers State.
1.6 SIGNIFICANCE OF STUDY
Youths are the wheels of change than other segments of the population. Hence, the future fate of the society depends on the demographic and reproductive health of this segment of the population; hence they have to be free of risky sexual disease, unwanted pregnancy and sexual behavior. Television adverts viewing does have an impact on the mental development of youth and it can alter the sexual behavior of most youth. For example, watching sex in soap operas and Gold circle condom adverts on Tv may predict and/or hasten sexual initiation. The study assessed the influence of Tv adverts on Gold Circle use among the youths in Rivers State.
This study hopes to contribute to the body of knowledge on the impact of television adverts on Gold Circle condom use among the youth. The findings will be used for further research on the impact of television adverts on the youths in Rivers State and recommendations drawn will be used by other institution when developing and designing their frameworks related to sexual behavior and condom use among youths in Rivers State.
The findings will also help the government of Rivers State to know the key areas to address in regard to social norms, myths and misconceptions, improving knowledge and practices of the youth in Rivers State with regard to reproductive health and use of Gold Circle condom. This is in order to make progress towards achieving Millennium Development Goals (MDGs).
Ministry of health will also benefit from the findings of the research because they will get feedback on what aspect of condom campaigns /adverts are working on the youth, what needs to be changed and what can be added to make it more effective. The findings will provide information base that will help ministry of health and the government of Rivers State for future condom campaigns and family planning programmes in Rivers State.
The study findings may also help in determining the communication needs of the youth and therefore provide ways in which Gold Circle condom communication interventions can be effectively packaged with the knowledge, consultation and participation of young people. The findings of the study will also help in identifying other areas for further research in the field of health communication. It is worth noting that this study was limited to youths in Kenule Beeson Saro-Wiwa Polytechnic which stood as a sample size representing the youths in Rivers State.
1.7 SCOPE OF STUDY
The study was carried out on students (youths) in Kenule Beeson Saro-Wiwa Polytechnic, Bori which is a sample size of the youth in Rivers State. The researcher’s choice of sample size is because majority of the students in the polytechnic, are youths from Rivers State or who have lived in the state a number of years, thus was a good representative of the population to be sampled.
The school of management science in the Polytechnic main campus was the research site. The researcher assumed that the students in the school of management science had access to Tv most of their free time. The students in management science also have easy access to engage in different activities like sit outs and parties unlike their counterparts in the engineering campus who are always engaged in one practical or the other. The polytechnic has a diverse population of youth who are from all parts of the state both rural and urban areas.
1.8 LIMITATION OF THE STUDY
Some of the limitations encountered during the study was getting the respondents who could be interviewed as many of them were either out for field work or in closed door studies. Students were having different classes at different times during the day. To overcome this, the researcher had to draft out questionnaires which was given to the students to fill at their leisure time and submitted back to the researcher.
The study also acknowledges that not all information sought for this research was in the public domain and to overcome this challenge, permission was sought to access the organizations documentation which could capture the required information. The major limitation of this study was that the topic of sex is quite private and some respondents felt inhibited to discuss it. Financial constraint did not allow for a broader coverage of any other school at the polytechnic in Bori.
1.9 DEFINITION OF TERMS
For the purpose of this study, the following key terms were used.
Advertising: Advertising is any paid or unpaid form of non-personal presentation of goods and services by an identified sponsor through the use of the media.
Communication: Communication has been used in this study to describe the process of dialogue, exchange of information and resources, and the capacity that enables understanding, negotiation and decision making around an issue (in this case of the use of Gold Circle condom and exposure to sexual contents on Tv).
Gold Circle (condom): A thin rubber sheath worn on a man’s penis during sexual intercourse as a contraceptive or as a protection against infection or avoid pregnancy.
Youth: According to Oxford dictionary, a youth is defined as the time when one is young. That is the period between childhood and maturity. For the purpose of this study, a youth is a woman or man between the ages of 18-24 years. The word youth / teenager / adolescent was used interchangeably in this study.
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