Influence of Big Brother Naija Reality Television Show on the Social Behaviour of Mass Communication Undergraduates of Selected Universities in the North Central, Nigeria
Article Sidebar
Page Numbers:
1085-1101
Digital Object Identifier:
10.58578/ijhess.v3i3.7386
Viewed: 496 times
Downloaded: 254 times
LYAS Publisher cordially invites qualified professionals to serve as Editors or Reviewers. Your expertise will make an important contribution to maintaining and strengthening the academic quality of our publications. Interested applicants are kindly requested to complete the application form at the following link: Editors & Reviewers
Please feel free to contact us if you need any further information about the submission process or if you have any additional questions.
Authors:
Adenekan Sofiat Adepeju1, Muhammad S. Rabiu2, Anthony Ugande3 
Copyright :
Authors retain copyright and grant the journal right of first publication.
Main Article Content
Abstract
This study investigates the influence of the Big Brother Naija (BBN) reality television show on the social behaviour of mass communication undergraduates at Bingham University, Karu, and the University of Abuja in Nigeria’s North Central region. The objectives were to assess students’ level of exposure to BBN and to examine how the show shapes their social behaviour. The research was grounded in the Uses and Gratification Theory and Cultivation Theory, and employed a survey method using questionnaires administered to a convenience sample drawn from a combined student population of 5,123 (1,900 from Bingham University and 3,223 from the University of Abuja). Findings reveal a high level of exposure to BBN among the respondents, indicating active engagement and widespread viewership. However, students consistently reported that the show lacks cultural enrichment, viewing it as failing to contribute positively to cultural values and norms. The study concludes that although BBN commands strong viewership, its perceived cultural impact is limited, and it recommends that television program producers and regulatory bodies reconsider content strategies to enhance cultural relevance. By highlighting the tension between audience engagement and cultural value, this research provides a foundation for future studies on the relationship between reality television, cultural norms, and social behaviour.
Citation Metrics:
Downloads
Article Details
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
References
Bahi, A. (2004). Internet Use and Logics of Social Adaptation of Youth in Abidjan Cybercafes. CODESRIA Bulletin.
Brown, I., & Licker, P. (2003). Exploring Differences in Internet Adoption and Usage between Historically Advantaged and Disadvantaged Groups in South Africa. Journal of Global Information Technology Management.
Chivhangu, B. M. (2000). An Evaluation of the Impact of the Internet in Africa. Aslib Proceedings.
Conteh B. (2021). Reality Television: A Case Study on Viewing Motives of “Housemates Salone Season Two”. AUDC (Acta Universitatis Danubius Communication), 15(1), 19-41.
Ezeakolam A. A., & Awofadeju P. O. (2022). Audience Perception of Indecency on Television Reality Show (Big Brother Naija Bbnaija). Sapientia Global Journal of Arts, Humanities and Development Studies (SGOJAHDS), 5(3), 41 – 49.
Folayan, B. J., Folayan, T. T., & Oyetayo, T. M. (2019). National Interest, Identity and Press Freedom: A Study of the Big Brother Nigeria TV Programme. Paper Delivered at the 6th (2019) annual Conference of Association of Communication Scholars and Professionals of Nigeria, Abeokuta, Ogun State.
Hall, A. (2006). Viewers’ perception of reality programs. Communication Quarterly, 54(2), 191-211.
Harry, Okoye, Ifedigbo, Okafor & Uzoma (2020). Observational Learning and National Value: Thesis of Big Brother Naija Tv Show. British International Journal of Education and Social Sciences, 7(2), 36-46.
Iyorza S. (2021). Reality Television and Audience Dilemma for Big Brother Naija Survival in Nigeria. Predestinasi Journal, 14(1), 72- 84.
Jacobs, S. (2007). Big Brother, Africa is watching. Media, Culture & Society.
Jegede O. O., Adebowale A. A., Monijesu A. P., & Olorunpomi R. A. (2023). Comparative Analysis of Audience Perception of Reality Shows in Nigeria: Big Brother Naija. International Journal of Law, Politics & Humanities Research, 27(6).
Jensen, M. (2000). Making the Connection: Africa and the Internet. Current History.
MultiChoice Africa (2005). Randburg, South Africa. MultiChoice Africa http://www.dstvafrica.com
Nwafor, K., & Ezike, M. (2015). Viewership of Big Brother Africa reality TV show and its influence on the moral conduct of undergraduate students in Ebonyi state university, Abakaliki, Nigeria. Global Journal of Arts Humanities and Social Sciences, 3 (5), 1- 15.
Olaniran S. (2021). An Analysis of Competition-based Television Reality Shows in Nigeria. Covenant Journal of Communication (CJOC), 8(2).
Osakue S. O. & Elo, I. (2010). Revisiting Media Imperialism: A Review of the Nigerian Television Experience. The International Journal of Research and Review.
Prakash R. & Philip L. (2018). Impact of Popular Mtv Reality Shows - Splitsvilla, Big Boss and Roadies on Youth in Bangalore. International Journal of Recent Scientific Research, 9(3), 24832-24837.