Cultural Imperialism and Identity Crisis: Influence of Western Civilization on Youth in South-South, Nigeria

This study examined the influence of Western Civilization on Youths in South-South Nigeria, with a particular focus on Cultural Imperialism, Identity crisis, and the preservation of indigenous cultural values. The study was guided by the following objectives: to identify the dominant channels through which Western cultural influence is transmitted; to examine the positive and negative effects of Western Civilization on Youths; to determine how cultural imperialism contributed to identity crisis; and to assess the implications of Western cultural dominance on indigenous cultural preservation. The study was anchored on Herbert Schiller Cultural Imperialism Theory and John Tomlinson Globalization Theory. A quantitative research approach and descriptive survey design were adopted for the study. The population of this study is 9 million youths, which comprises youths in South-South Nigeria, while a sample size of 400 respondents was determined using Yamane's formula, out of which 394 questionnaires were successfully retrieved, representing a 98.59% response rate. Data were collected through structured questionnaires and analysed using arithmetic mean, standard deviation, frequency distribution, and percentages. Findings revealed that social media, satellite television, internet streaming platforms, peer groups, radio, newspapers, and magazines significantly serve as channels of Western cultural transmission with a grand mean of 3.85. The study also found that Western Civilization exerts positive effects such as improved education, technological advancement, creativity, and global awareness (Grand Mean=4.09). Also, it has contributed to moral decline, materialism, risky behaviours, and erosion of indigenous values (Grand Mean=3.77). Furthermore, that cultural imperialism significantly contributes to identity crisis among Youths (Grand Mean=3.98). That Western cultural dominance poses serious threats to indigenous cultural preservation (Grand Mean=4.07). The study concluded that Western Civilization has both developmental and disruptive impacts on Youths in South-South Nigeria. The study therefore recommended media literacy education, promotion of indigenous cultural studies, value re-orientation programmes, and stronger cultural preservation policies.

Identity Crisis, Cultural, Risky Behaviours, Imperialism

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