Influence of American Movies on Perceived Decline of Indigenous Values among Nigeria Youths

Abstract Situated in theoretical framework, this study investigates influence of attention to American movies on perceived decline of cultural values among Nigerian youth. With cross-sectional survey as research design, data were collected with a self-administered questionnaire from 235 Kwara State Polytechnic’s students. Analysis of data with hierarchical multiple regression reveals that: most of the respondents were heavy viewers ; American movies gained more attentions of the respondents compared to indigenous movies; viewers’ attentiontoAmerican movies significantly correlate with perceived decline of indigenous cultural values among Nigerian Youth; time spent watching American movies does not significantly associate with perceived decline of indigenous cultural values among Nigerian youth; and viewers’ age-group is not a factor in the relationship between attention to American movies and the dependent variable. It is recommended that: the National Broadcasting Commission and similar regulatory bodies should take serious implementation of policies on Key Words: Cultural Values, American Movies, Cultivation Assumptions, Cultural Imperialism, Social Reality Beliefs *Murtada Busair Ahmad, Ph.D., is the Head, Department of Mass Communication, Kwara State University, Malete, Kwara State, Nigeria. **Sirajudeen Dayo Ogunsola is a reporter with the Nigerian Television Authority, Ogbomoso, Oyo State, Nigeria. He holds a B.Sc. in Mass Communication (First Class) from Kwara State University, Malete , Kwara State. . ***Musa Halilu is the Kwara State Coordinator of the National Bureau of Statistics Ilorin, Kwara Nigeria. He holds a B.Sc. (Economics) from Ambrose Ali University, Edo State, Nigeria and PGD (Journalism) from the International Institute of Journalism, Abuja, Nigeria. JCMR Journal of Communication and Media Research, Vol. 9, No. 2, October 2017, 175 – 185