Role of Mediated Communication in the Emergence of Popular Culture among Youths in Africa
A Study of ‘Big Brother Africa’
Keywords:Big Brother Africa, Computer-Mediated Communication, Popular Culture, Gratifications Theory
This research studied the Big Brother Africa (BBA) and its role in the emergence of popular culture in Africa. It sought also to find out the influence or role of mediated communication the BBA programmes impact on its consumers and subsequent emergence of popular culture in the continent. The study adopted survey method of data gathering, wherein a sample size of 356 respondents was chosen. Descriptive statistics was used as method of analysis. The survey results showed that most of the respondents are consumers of BBA shows. The study equally observed that the BBA shows are characteristically sensual, promotes nakedness and immorality while trying to promote a western lifestyle in an African context. The study observed that BBA consumers who are mostly youths are influenced by the BBA Reality Television show, and consequently tend to entrench an alien culture as a popular culture among them. Implications of the study were drawn from the findings and amongst other, the study therefore recommended that the African Union and other sub-regional bodies should make bold to sponsor, and moderate BBA through the integration of basic African identities into their show.