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• W28498740 abstract "The first telecommunications company introduced into the Nigerian economy by the British colonial administration was known as the Posts and Telegraph (PT Mufune, Lengure, Katembula & Osei-Itwechie, 1990; Makinwa-Adebusoye, 1991; and Olatunji (2007) who classified youths as persons between ages 13 and 30 years, male and female, regardless of their socio-economic status. Citing Philips (1997), Olatunji (2007) observes that more than 45 percent of Nigerians are youths, based on earlier population figures. The 2006 census figure puts Nigeria's population at over 140 million, but now estimated at over 150 million. This study investigates the dominant youth cultural trends exhibited in telecommunications advertisements in Nigeria. The concept of has been adequately addressed in the literature (Hobbs & Blant, 1975; Potter and Samovar, 1994; Collier, 1994; Gibson, Ivancevich & Donnelly Jr., 1997). Succinctly put, refers to the totality of man in terms of his historical development, knowledge, belief system, science, technology, institutions, philosophical worldview, and so on. Collier (1994) says that is historically transmitted system of symbols, meanings and norms and that is what people think, feel, say and do at any particular time. Moreover, we see as dynamic, learned, transmissible, interrelated, cumulative, universal, yet relative. Because is subject to constant changes, it is regarded as non-static or dynamic. Olatunji (2008) submits that the uniqueness and peculiarity of lies in the fact that cultural trait has meaning and legitimacy within its own cultural context and that every should be assessed based on its own criteria. The advertising industry can conveniently be classified as both an economic or social institution, as Olatunji (2003) had done. In the words of De Mooij (2004) culture is the glue that binds groups together, concluding that: consumers are products of their and cannot be separated from the individual. Olorunnisola (2009) asserts that cellular phones have become a part of the youth and popular culture. Citing a United Kingdom (UK) study (Gordon, 2006), Olorunnisola (2009) reports that over 90 percent of 15 to 25 year olds own a cell phone and use the text message service as a way of keeping the cost down. …" @default.
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• W28498740 date "2011-12-01" @default.
• W28498740 modified "2023-09-26" @default.
• W28498740 title "Youth Culture and New Media: A Study of Telecommunications Advertisements in Nigeria" @default.
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