(Institute of Social Communication, 2011) Wambui, Rahab
In a world where technology is taking toll in every society, different cultures are easily
spread from one continent to another. Integration of certain cultures has become a daily
occurrence and it is affecting everyone and especially the youth. Assimilation of these dominant
cultures especially the Western cultures has eroded the importance and the values of our own
cultures in the African setting. This culture is mostly incorporated among the youth, hence
leading to the increase of the popular culture. Western culture is dominating the television
industry, and the most intriguing truth is that most of the programs in the television target the
• youth.
The youth are a big business and everyone coming up with programs is struggling to get
the attention of the youth. Hence in this paper, my major concern is to not only look at television
as a communication tool but looking keenly at the content in it, the messages disseminated
through television.