THE EFFECT OF SHOWMAX ENTERTAINMENT ON THE DRESS SENSE OF FEMALE UNDERGRADUATES

CHAPTER ONE

INTRODUCTION

1.1 Background Of The Study

Digital technologies have advanced faster than any other breakthrough in history. They touched about half of the world's population in only two decades, altering cultures and driving the globe to future advances that beyond man's aspirations(Vourlias, 2016). The effect of this new technology has had a huge impact on the entertainment industry as well as media consumption trends.

Global media consumption is trending toward a digital paradigm rather than traditional media. Telecommunication may be regarded a part of human beings since it is deeply ingrained and more of a connection(Jose, 2015). Whereas both digital and traditional media operate as one-way relationships in many respects, digital media provides viewers an advantage over others since it is the person who determines what to watch, when to watch, and where to watch.

This transition is the consequence of increasing connection, faster internet speeds, larger data sizes, and a variety of other factors brought about by competition among telecom carriers, which allows more people to connect to the internet on a regular basis. So, out of everything seen throughout the globe, there is one online streaming service that is at the top of the list in terms of total data utilized. According to Sandvine, the likes of ShowMax, Netflix, and others use more than 15% of worldwide net traffic (Yan, 2017). This looks unquestionable, since the number of internet users who watch and download movies from these entertainment sites grows on a daily basis. An online streaming service (OSS) is a high-demand online entertainment provider for TV series, movies, and other media(Matrix, 2016). These services provide an alternative to cable and satellite on-demand services, which are often less expensive and involve payments, either per watch or subscription. The availability of these services has boosted young addiction to viewing various forms of entertainment on Netflix, ShowMax, and so on.

Showmax is a South African subscription video on demand (SVOD) service. It employs a localisation approach to compete with existing video on demand rivals, with an emphasis on local content and collaborations with mobile telecoms(Shapshak, 2020). Students' exposure to ShowMax entertainment seems to have had a significant impact on their lifestyle. ShowMax entertainment, for example, is such a strong medium that it seems to affect the mindsets of people, especially women, who tend to adopt practice habits that resemble those shown in different entertainment films(Jose, 2015). According to Côté and Allahar (2016), the way the online streaming service, particularly ShowMax, portrays aspects of the outside world actively prevents women from developing a critical consciousness that will allow them to prioritize larger issues of personal and social responsibility, even down to their appearance in terms of dressing patterns. According to Chidex (2017), viewing entertainment originating from other societies or produced by authors who have a close relationship with a foreign culture allows people to gain an authentic glimpse into the food, music, language, religion, way of life, and dressing style of a specific group of people. Given the above, it is critical to investigate the impact of ShowMax entertainment on the fashion sense of female students.

1.2 Statement Of The Problem

With the emergence and consolidation of several entertainment media, internet streaming service firms have taken center stage in the everyday lives of Nigerian young women(Madhani, et al. 2020). It has been discovered that ShowMax and even other social media sites have a greater following in Nigeria, which is largely female.

ShowMax is a South African entertainment firm that specializes in on-demand streaming content via the internet. It is one of the most successful networks, streaming local and international content all over the globe. It has a high degree of interest in a wide range of resources such as programs, movies, series, and TV shows. ShowMax invests in smart tech in addition to developing their own TV content(Lee, 2017). It maintains track of users' watching habits and makes tailored recommendations about what they should watch next. As a consequence, ShowMax members save time by not having to browse through catalogues and can instead watch the suggested content(Lee, 2017).

The cultural imperialism pushed by ShowMax entertainment has had an influence on female students' dress norms, especially as they show their cleavage and wear short and loose clothing that exposes the majority of their body parts (World Youth Report, 2017). Certainly, the media's influence on the psychology of female students is harmful in that it influences their future views, culture, social interaction, and dress code(Shapshak, 2020). ShowMax, for example, has created a fictitious location in the imaginations of young youths where they may escape and reside in its fictional reality. This clearly indicates how streaming entertainment persuades women that anything they see or hear from them is trendy (Ashraf & Arif, 2019). However, insufficient study has been undertaken to adequately prove the assumption using one of the key indicators of cultural imperialism as a variable for analysis (i.e. dress, style, etc.). As a consequence, the goal of this research is to look at the impact of ShowMax Entertainment on female students' dress sense.

1.4 Objectives Of The Study

The objective is to conduct in-depth research on the effect of showmax entertainment on the dress sense of female undergraduates. The study will be guided by the specific objectives;

1. To show how the content of showmax entertainment affects female students.

2. To examine its pervasive impact on the values of female students.

3. To put into consideration whether showmax entertainment should be isolated from them or accepted.

1.5 Research Question

This study will be guided by the following questions:

1. How has the content of ShowMax entertainment affected female students?

2. What is the impact of ShowMax entertainment on the values of female students?

3. Should ShowMax entertainment be isolated from female students?

1.6 Significance Of The Study

This study would draw the attention of media practitioners and owners (especially online  streaming  service) to the vital role the media plays as an agent of socialization. With this in mind, media practitioners and owners will be cautious about the types of entertainment programs they air, particularly during prime time, knowing full well the vulnerable and gullible nature of the female gender. Nonetheless, parents of young Nigerian women and also female youths who are at the heart of this study will understand fully the negative influence of western media entertainment on the trending fashion of women. It would also be a reservoir of knowledge to psychologists and counsellors in tracing the principal socializing source of women fashion/dress senses. This is because women might not only behave in a certain manner because of mere peer influence, but also from what they watch in the visual media, especially from people or celebrities they see as role models. In addition, it would add a new dimension to the scholarship on media effect which will be useful to students and researchers.

Additionally, subsequent researchers will use it as literature review. This means that, other students who may decide to conduct studies in this area will have the opportunity to use this study as available literature that can be subjected to critical review. Invariably, the result of the study contributes immensely to the body of academic knowledge with regards to the effect of showmax entertainment on the dress sense of female undergraduates.

1.6 Scope Of The Study

This study is structured to generally examine the effect of showmax entertainment on the dress sense of female undergraduates. However, the study will further show how the content of showmax entertainment affects female students, examine its pervasive impact on the values of female students, and put into consideration whether showmax entertainment should be isolated from them or accepted. The respondents for this study will be obtained from Legacy University, Okija, Anambra State.

1.7 Limitation Of The Study

Like in every human endeavour, the researcher encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size. More so, the researcher simultaneously engaged in this study with other academic work. As a result, the amount of time spent on research will be reduced.

Moreover, the case study method utilized in the study posed some challenges to the investigator including the possibility of biases and poor judgment of issues. However, the investigator relied on respect for the general principles of procedures, justice, fairness, objectivity in observation and recording, and weighing of evidence to overcome the challenges.

1.8 Definition Of Terms

Entertainment

The action of providing or being provided with amusement or enjoyment.

Online Streaming Service

Online streaming service (OSS) can be described as demanding online entertainment source for TV shows, movies and other media.

SHOWMAX

Showmax is an online subscription video on demand (SVOD) service which launched in South Africa on 19 August 2015.

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