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YOUTH PERCEPTIONS OF INTERNATIONAL MEDIA INFLUENCE ON NIGERIAN POLITICS: A SURVEY OF STUDENTS AT UNIVERSITY OF NIGERIA, NSUKKA, ENUGU STATE.
Abstract
This thesis investigates youth perceptions of international media influence on Nigerian politics, focusing on a survey of students at the University of Nigeria, Nsukka, Enugu State. The study explores how exposure to outlets such as BBC, CNN, Al Jazeera, France 24, and Deutsche Welle shapes political awareness, attitudes toward governance, electoral choices, and overall democratic engagement among university youth. The methodology adopted is a quantitative survey design, utilizing a structured questionnaire distributed to a stratified random sample of 400 undergraduate and postgraduate students across faculties. Data were analyzed using descriptive statistics, inferential tests (e.g., correlation and regression), and thematic coding for open-ended responses. Findings suggest that international media exposure fosters critical views of domestic politics, enhances agenda-setting effects on issues like corruption and elections, but also generates perceptions of Western bias and cultural imperialism. The research highlights the dual role of international media as both enlightening and potentially distorting forces in Nigerian youth political socialization, recommending balanced consumption and enhanced local media literacy programs.
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
International media outlets have become central to how global audiences, including young people in developing countries, understand political events (Ichikowitz Foundation, 2024). In Nigeria, where domestic media face challenges such as ownership influence, regulatory pressures, and resource constraints, many citizens, especially the youth, turn to foreign broadcasters and online platforms for alternative perspectives on national affairs. Channels like BBC World Service, CNN International, Al Jazeera English, France 24, and Deutsche Welle frequently provide extensive coverage of Nigerian elections, protests, corruption scandals, security challenges, and governance issues, often with greater depth or different angles than local outlets (Orjinmo, 2023).
Nigerian youth, who form a large and increasingly digitally connected segment of the population, consume international media through television, online streaming, social media rebroadcasts, podcasts, and mobile applications. This exposure occurs at a time when young people are forming their political identities, developing trust (or distrust) in institutions, and deciding how actively to participate in democratic processes (Isaac & Azubuike, 2019). University students, in particular, represent an educated, urban, and politically curious subgroup that engages regularly with both local and global news sources.
The content provided by international media often emphasizes themes such as electoral irregularities, human rights concerns, leadership accountability, and economic mismanagement. Such coverage can raise awareness of systemic problems and encourage critical thinking about domestic politics (Ichikowitz Foundation, 2024). At the same time, the selection of stories, choice of frames, and tone of reporting sometimes lead viewers to perceive a pattern of negativity or selective focus on Africa’s challenges, prompting accusations of bias, stereotyping, or neo-colonial attitudes (Digital Content Next, 2024).
In southeastern Nigeria, including Enugu State, historical and regional political narratives add another layer of complexity. Students at institutions like the University of Nigeria, Nsukka, often bring pre-existing views shaped by ethnic identity, regional marginalization debates, and experiences of national politics (Isaac & Azubuike, 2019). International media coverage of events such as the #EndSARS protests, Biafra-related agitations, or federal elections can resonate strongly or provoke skepticism depending on how the reporting aligns with or challenges local interpretations (Orjinmo, 2023).
This dynamic creates an important context for examining how university youth perceive and interpret the role of international media in shaping their understanding of Nigerian politics. The interplay between global information flows and local political realities influences not only knowledge levels but also attitudes toward participation, trust in government, sense of political efficacy, and views on Nigeria’s place in the international system (Ichikowitz Foundation, 2024).
1.2 Statement of the Problem
Nigeria’s democracy depends heavily on an informed and engaged citizenry, particularly its large youth population. However, the influence of international media on how young people perceive and engage with national politics remains insufficiently understood, especially within specific university settings (Isaac & Azubuike, 2019).
While domestic media provide the bulk of day-to-day political information, international outlets often supply more detailed investigative reporting, alternative viewpoints, and global comparisons that can highlight governance deficits or electoral shortcomings. This can sharpen critical awareness but may also contribute to disillusionment, cynicism, or reduced trust in Nigerian institutions when coverage is perceived as disproportionately negative or culturally insensitive (Digital Content Next, 2024).
Among university students, who are future leaders, voters, and opinion influencers, the extent to which international media shape political attitudes, issue priorities, and participation intentions is unclear. Some students may view these outlets as more credible and objective, while others see them as carrying hidden agendas or Western interests that distort Nigerian realities (Ichikowitz Foundation, 2024). The lack of localized empirical data on these perceptions limits the ability to design effective media literacy interventions, strengthen civic education, or address potential gaps between global framing and local political experiences.
At the University of Nigeria, Nsukka, where students come from diverse backgrounds and are exposed to both traditional and digital international news sources, these issues are particularly relevant (Isaac & Azubuike, 2019). Without a clear understanding of how international media influence political perceptions in this population, opportunities to harness positive effects such as increased awareness and accountability demands or mitigate negative ones such as alienation or disengagement remain untapped.
1.3 Objectives of the Study
- Determine levels of exposure to international media among UNN students.
- Assess perceived credibility of major international media outlets.
- Examine the influence of international media on political awareness and issue salience.
- Analyze how international media framing shapes attitudes toward Nigerian governance and leadership.
- Evaluate the implications of these perceptions for political participation and sense of efficacy.
1.4 Research Questions
- What levels of exposure do UNN students have to international media?
- How credible do students perceive major international media outlets?
- In what ways does exposure to international media influence political awareness and issue salience?
- How does international media framing affect attitudes toward Nigerian governance and leadership?
- What are the implications of these perceptions for political participation and sense of efficacy?
1.5 Significance of the Study
This study provides empirical insights into the role of international media in the political socialization of Nigerian university youth. The findings can guide the development of media literacy curricula in tertiary institutions, inform strategies for improving civic education, and help policymakers and civil society organizations address youth disengagement or mistrust in democratic processes. It also contributes to academic discussions on global media effects in non-Western contexts, particularly in Africa’s largest democracy.
1.6 Scope of the Study
The study focuses on undergraduate and postgraduate students at the University of Nigeria, Nsukka. It examines perceptions of major international media outlets (primarily BBC, CNN, Al Jazeera, France 24, and Deutsche Welle) and their influence on views of Nigerian politics, with emphasis on governance, elections, and accountability issues during the period 2020–2025. The research is limited to survey-based data collection within this single institution.
1.7 Limitations of the Study
The study relies on self-reported data, which may be affected by social desirability bias or recall inaccuracies. Findings are specific to students at one university and may not fully represent Nigerian youth more broadly. The cross-sectional design limits the ability to establish causality. Logistical constraints, including academic schedules and student availability, may influence response rates.
1.8 Definition of Terms
- International Media: Global news organizations (e.g., BBC, CNN, Al Jazeera) that provide news and analysis beyond national borders.
- Youth Perceptions: Subjective beliefs, attitudes, and interpretations held by university students regarding media influence.
- Agenda-Setting: The process by which media determine which issues receive public attention.
- Framing: The selection, emphasis, and presentation of information that shapes how audiences interpret political events.
References
Digital Content Next. (2024). It’s time to recognize and change the media’s costly Africa bias. https://digitalcontentnext.org/blog/2024/10/28/its-time-to-recognize-and-change-the-medias-costly-africa-bias
Ichikowitz Foundation. (2024). African Youth Survey 2024. https://ichikowitzfoundation.com/storage/reports/September2024/GSLcmLTnruHzhTrIuDOV.pdf
Isaac, D., & Azubuike, C. (2019). Evaluation of social media and students’ participation in politics: A study of students in the University of Nigeria, Nsukka. European Scientific Journal, 15(20).
Orjinmo, N. (2023). Nigeria elections 2023: Why young people are excited. BBC News. https://www.bbc.com/news/world-africa-64719408