GIDEON UCHECHUKWU NWAFOR, ARINZE N. OKEKE AND ROSEMARY OBIANUJU EKWUNIFE
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MUSIC GLOCALIZATION AND YOUTH CULTURE: INFLUENCE OF HIP-HOP MUSIC ON THE CULTIVATION OF POPULAR CULTURE AMONG DELSU STUDENTS
Halfway through the second decade of the 21st century, the most popular, most ubiquitous, and most commercially successful sound in Nigeria has witnessed in fifty years or more is hip-hop music and culture. But this state of affairs did not come to be overnight; hip-hop has travelled a long road to mainstream acceptance and proliferation, a journey that spans four decades of growing pains. The emergence of hip-hop music has obviously rendered the highlife music genre unpopular especially among the youths in Nigeria. This study evaluated the influence of hip-hop music on students’ cultivation of popular culture using students of Delta State University, Abraka campus as respondents. Anchored on Cultivation Theory, the study adopted Survey method with a sample size of 400 to evaluate how glocalization in hip-hop music has influence students’ cultivation of popular culture. The finding revealed that undergraduates expose themselves to Nigeria hip-hop music where they learn new slangs, dance steps, dress patterns and are gratified by them thereby leading to permanent adoption of those popular cultures. The study recommended that the government should step up actions in censoring the Nigerian music industry to ensure musicians adhere to display activities that will promote the Nigeria culture and norms.
published in Oko Journal of Communication and Information Science
, VOLUME 3 NUMBER 1 FEBRUARY, 2020.
Music Glocalization, Youth Culture, Hip-hop Music on the Cultivation of Popular Culture
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