YOUTH PERCEPTION OF NIGERIAN HIP-HOP MUSIC “A STUDY OF SOCIAL MEDIA NARRATIVES OF OLAMIDE’S SCIENCE STUDENT SONG"

ABSTRACT Music is an integral part of youth culture; Music is now the most popular form of entertainment worldwide with the established fact that music is very persuasive on the thoughts, action behaviour and ideology of people especially youths. The aim of this study was to examine youth’s perception of Nigerian hip-hop music “a study of the social media narratives of Olamide’s science student song". Four research objectives and questions guided this study: To examine the extent to which Nigerian youths are exposed to Olamide’s science student’s hip-hopmusic, To examine the perception of Nigerian youths towards Olamide’s science student hip-hopmusic, To examine the attitudinal behaviour of Nigerian youths towards Olamide’s science students Hip-hop music, To examine the expression of Nigerian youths towards the censorship ofOlamide’s science student hip-hop music. The study considered sensation/perception theory, encoding and decoding theory and individual difference theories as the relevant theoretical framework. This study adopted the survey research method in which a questionnaire was administered to a sample of 200 students, selected from University of Lagos and Yaba College ofTechnology, Also content analysis of twenty tweets were analyzed. The findings revealed that Nigerian youths are highly exposed Olamide’s science student’s hip-hop music. It also revealed that the song impacted both positively and negatively on Nigerian youths as they believe that the song encourages smoking habit, alcoholism and promotes drug abuse amongst Nigerian youths. Finally the study found out that Olamide’s Science Student’s hip-hop music was rightly banned by NBC as respondents felt that it should be kept away from Nigerian youths as the song contained illicit content which could promote vices amongst Nigerian youths which would have negative impact on their lives. The researcher concludes that the message in the song wasn’t clear because there was no particular part in the song where he discouraged Drug abuse except in the video after he had already been criticized for taking drug intake amongst Nigerian youths.The study recommends Hip-hop artists should do more work in passing good messages through their lyrics and they should convey clear messages to their intended audience.
TABLE OF CONTENT Page Title Page i Declaration  ii Certification iii Dedication iv Acknowledgements v Abstract vi Table of Contents vii CHAPTER ONE: INTRODUCTION Background of the Study 1 Statement of the Problem 3 Research Objectives 5 Research Questions 5 Scope of Study 6 Significance of the Study 6 Operational Definition of Terms 6References  8 CHAPTER TWO: LITERATURE REVIEW Conceptual Review 9 Theoretical Framework 26 Empirical Review 31References  35 CHAPTER THREE: METHODOLOGY Research Design 39Research Method 39 Population of the Study 40Sample Size 40Sample Technique 41 Validity and Reliability of Research Instrument 41 Data Collection Instrument 42 Procedure for Data Analysis 42References  43 CHAPTER FOUR: DATA ANALYSIS AND PROCESSING Data analysis and Interpretation 44 Discussion of Findings 56 References  59 CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS Summary of Findings 60 Conclusion  61 Recommendations 62 Suggestion for Further Studies 62 Bibliography 63Appendix I 69Appendix II 73