Balancing entertainment and cultural sensitivity in "Big Brother Naija": a study of youths in Edo Central Sentorial District

Abstract

This study examined the controversy surrounding Big Brother Naija (BBN) reality show, focusing on the balance between entertainment and cultural sensitivity. The aim was to explore how BBN's format and content can be restructured to achieve a balance between entertainment and morality. The study combined Cultivation and Uses and Gratifications theories as its theoretical foundation. A cross-sectional quantitative survey design was employed, with a population of 15,000 youths from Edo Central Senatorial District and a sample size of 400 respondents, selected using the Taro Yamane statistical formula. The findings revealed that many elements of BBN conflict with the moral values of young people in the area, and that the show's content influences their moral judgment and decision-making. Additionally, the study found that young people desire helpful reality shows. Based on these findings, the study recommends that BBN's producers and regulators take steps to incorporate more diverse and nuanced representations of Nigerian cultural values, showcase positive role models, and regulate content to avoid excessive emphasis on controversial material. By doing so, the show can promote cultural heritage, moral values, and responsible behavior among young people, and contribute to a more positive and uplifting media landscape.