Bachelor of Social Communication

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Start date: 2010Subject: search.filters.subject.Youth

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    The Role of Television in Promoting Popular Culture Among the Youth Case Study: Jomo Kenyatta University of Agriculture And Technology (Jkuat) And Tangaza College
    (Tangaza University College, 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. The youth cling together and are tied by the same commonalities. They perceive themselves as belonging to one culture, popular culture. "Popular culture is the culture of our lives, it is the things we do, the things we like, the things we believe in and the things we learn especial7 from media, in this regard, the television. It gives us identity as to who we • are."(Shirley Fedorak, 2009). Popular culture is a contemporary trend that is gradually growing and its effect is here with us. Television is promoting popular culture in many different kinds and forms through the programs. These programs vary in their categories and they hold great significance in promoting • popular culture. Popular culture in this research work is highlighted in four major elements namely music, fashion, foods and language. Music has dominated youths' space and life, and they have devoted themselves to listening, watching and dancing to the styles they see on television. Most of the kinds of music that we see in local mainstream television stations in Kenya are not local but form the West. They have different messages from a different context and which are not coherent with the African context. Hence the Kenyan youths in their search for identity, they end up aping the musical content form the West, dancing styles and even the language used in the music videos mostly 'slang language or American accent. In fashion, the youth spends lots of money purchasing flamboyant fashions clothes they see on television. In the music videos and fashion shows showcased in television, they have youths as participants. They have skimpy outfits which are indecent and not fit in the African context. Television has also promoted Western foods like chips, hamburgers, pizzas and a variety of junk food. The medium has programs whereby youths in different contexts meet at their 'known joints', and they cling together. In terms of language, the use of slang language especially `sheng', a mixer of two or more languages and the end product is the informal language or slang, is highly used by the youth. Youths use slang language for various reasons, one being that they like disconnecting unwanted persons in their 'private' talks. Some of these persons may be parents, lecturers or any superior person that is not needed to comprehend whatever the youth talk about. Television is a socializing agent. It has more subtle and indirect effect that is affected on the audience through more exposure. By this it shapes our opinion and perception of things hence leading us to forming certain attitudes and ultimately cultures.
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    Using Media Postively To Fight Hiv/Aids among The Youth (Ages 14-30)
    (Institute of Social Communication, 2010) Wakahia, Millicent
    HIV/AIDS is a fatal disease. The disease destroys the immune system leaving the infected person vulnerable to other infectious disease. The disease is a looming disaster in the world and Kenya is heavily affected since it was discovered that HIV/AIDS is affecting a bigger percentage of the work force of this country who are the youth. This means that Kenya is being deprived of quality services by its people; this in turn means that the economic growth is slowed down by the loss of this productive workforce. Poverty on the one hand has become a barrier in the fight against HIV/AIDS. It has fueled its spread at a very high rate within a short period of time. The disease has no cure even though there is so much research going on in various parts of the world, so as to come up with a cure for this deadly virus.
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    Use of Video as a tool of Evangelization Among Youth between Ages 15-20 in Kerugoya Parish
    (Institute of Social Communication, 2010) Ndege, Gladys, Karimi
    There can be no development or transformation without communication. Although oral communication has been the best means of communicating Christian message among the Christians as Jesus demonstrated during his ministry, we cannot rule out that media are slowly venturing into religious world thus being a key factor that cannot be left out in our contemporary society. Young people have been mentioned as heavy consumers of media products and as such are prone to great influence from this new technology. It is very clear that in our world today we are living in a global village which has been activated by media. We are sharing a common culture that is really determining our way of thinking and doing things. To this effect we note that for fast and concrete change to, take place, information has to be passed on to the target audience and be repeated often for the ideas to sink and have an effect / impact. Evangelizing through media is on the rise as many ministers of the church have found the power of media as influential and is able to reach a great number of people without many limitations. We see that moral, intellectual and religious conversions stand as the ultimate conditions of effectively receiving the Christian message since the audience approaches the message with particular intentions and expectations. This motivation determines what impact the message will have on an 67 individual. Alter receiving the message. we internalize it and rationalize it, which then leads us to act on the message, i.e.. we judge and act on the message. Keeping in mind that our divergent experiences bring different understanding, the message also touches us in different ways though we are hearing the same words. Hence, the message may deliver or fail to deliver the desired impact. For instance, the intellectually converted person will be attuned to the message as delivered by someone who clearly distinguishes levels of consciousness: attention to the word, inquiry as to its meaning, its truth value and the invitation to proxis. Morally converted persons will want to know how to apply the gospel message. The common condition, however, is religious conversion, that change of heart which is God's doing, who disposes all things, gently and mightily. Ultimately. therefore, the fruit of the Christian message will depend on full cooperation with that undeserved gift.
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    Promoting Healthy Sexual Behaviors Among The Youth Using Television Talk Shows (Ages 19-24)
    (Institute of Social Communication, 2010) Munee, Edel, Ndunge
    This research has been designed to investigate on how the media could be used to promote responsible sexual behaviors among the youth using the media, a topic that is rarely discussed in the media. With the main objectives being to examine the relationship between the media and young peoples sexual behaviors, and examine the role of the media in shaping healthy sexual behaviors among the youth, the researcher developed a communication strategy that would be used to promote responsibly sexuality among the youth using the media. At the inaugural meeting of the advisory council of African Regional Sexuality Resource Center in June 2003 in Nigeria, among the key issues identified for Kenyan sub region was addressing sexuality in 'silenced areas' and especially the youths access to information about their sexuality. The proposed project is more likely to attract a wide audience as it will be an educational base for the youth bearing in mind that the youth constitute a large population