Bachelor of Social Communication

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The Role of Television in Promoting Popular Culture Among the Youth
(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.