Impact of global media content on cultural influence among students in higher institutions within Abeokuta metropolis

Abstract

This study examined the influence of global media content on cultural domination among students of higher institutions in Abeokuta metropolis using survey research method. The population comprised 1,047 students drawn from three institutions: Chrisland University (105), Moshood Abiola Polytechnic (774), and Federal College of Education, Osiele (168). Using the Taro Yamane formula at 0.05 precision level, a sample size of 465 was determined and distributed proportionately: Chrisland (47), MAP (344), and FCE (75). A stratified proportionate sampling method was employed. Data were collected through a structured questionnaire comprising seven sections covering exposure to foreign media, cultural values, norms, language, fashion, diet, and frequency of exposure. Reliability of the instrument was confirmed through a pilot study at FUNAAB, with Cronbach’s alpha coefficients ranging from 0.91 to 0.98 across constructs, exceeding the acceptable 0.70 threshold. Face and construct validity were also ensured through expert reviews and alignment with study objectives. Findings revealed high exposure to foreign media content (78%), accompanied by a decline in indigenous language use (62%) and preference for Western fashion styles (71%). Similarly, 64% of respondents reported adopting foreign diets, while 59% aligned their cultural practices with global influences. Regression analysis confirmed significant relationships between exposure to global media and cultural shifts in values, language,
fashion, and diet (p < 0.05). The study concludes that the pervasive flow of global media content strongly impacts cultural identity among youths in Abeokuta. It recommends strengthening media literacy programs, promoting indigenous culture, and balancing global exposure with local identity preservation.