THE IMPACT OF MUSIC VIDEOS IN EMPOWERING YOUTHS IN LAGOS STATE TO ACQUIRE SKILLS

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Communication has always been a central and essential aspect of human life. Humans cannot live without contact and it is the only way for thoughts and information to be transmitted on from one generation to the next. According to Baran (2014), contact is the transfer of knowledge from a transmitter to a recipient. “Communication has been variously described as the exchanging of thoughts, the passing of knowledge, or the method of creating a commonness or oneness of thought between a sender and a receiver.” Belch and Belch (2003, p. 139)

Communication has many purposes, including knowledge dissemination, schooling, and entertainment. These main roles are unavoidably present in our everyday lives. Individuals want further knowledge and education regarding the society in which we live, and a need to disconnect from the necessities of existence leads to the usage of content such as films, novels, comics, computer games, and so on.

Defining music is a difficult challenge since there are several meanings and none are identical. Many people have taken deliberate attempts to add sense to music in the manner that best fits them. As a result, scholars have provided their own description of music in attempts to establish a common definition. Music, as described by Levinson (1990), as cited in Davies (2015), is an art that involves a person creating sounds for the soul with the goal of strengthening experience through active interaction such as dancing, listening, and performing.

Music videos are an important part of the most important developing cultural framework of western rituals. Pop videos have had a profound influence on fashion, youth culture, and music, as well as the processes and frameworks that exist through film, advertisement, and television, but critics have previously dismissed the structure's unique existence and cultural heritage. Music videos are an important form of communicating, either to raise knowledge of a certain issue or to inspire viewers to respond in a certain manner. They provide audiences with entertainment by involving them in audio and visual material that draws and maintains their focus on what is being watched. While they might not seem to be so, music videos are an extremely powerful tool for disseminating knowledge and reminding viewers about different important events or happenings.

According to Hogan, Bar-on, and Strasburger (2009), music videos are appealing to people, especially young audiences. Given that music videos combine two types of media that appeal to youth people, television and mainstream music, it is critical to research their impact on young audiences to be concerned with the ideas these music videos promote. Music videos have received a lot of attention. They are divided into many groups, the most common of which are idea or performance images. In the case of a music recording, a specific artist or a group of musicians is filmed during a performance, typically a concert. If design videos show a plot to the listener, the album has the potential to create a story. This tale may often add content to the lyrics and have a clear meaning that is repeated every time a person hears the music.

According to Frith, Goodwin, and Grossberg (2005), while seeing a music film, the visual section normally automatically occupies our focus, simply by arresting and individuals' eyes by being on screen. Television seems to absorb the musical matrix irreversibly and without effort through its visual field. Simply by putting itself in the location of what it depicts, a music video draws our focus both to and away from the album. According to Vernallis (2004), the music arrives first, the album is made before the recording, and the producer creates photos using the song as a reference. However, the song's video would promote the song; therefore, it is accountable to the song from the standpoint of the artiste and record label. Following an album in a music video may be done in a variety of forms. They sometimes mirror a song's structure and pick up on specific musical features such as harmony, timbre, and rhythm. The picture can also mimic the fade and flow of a tone, as well as its unknown limits. Videographers have developed a series of techniques for setting picture to music in which the image relinquishes its autonomy and abandons some of its modes.

1.2 STATEMENT OF THE PROBLEM

The worldwide flight of unemployment is concerning, especially since more jobs are being eliminated as a result of the development of Information Communication Technology, particularly the internet. Despite this negative trend, stakeholders believe that if the internet is used efficiently, it will result in greater job prospects. Asides acquisition of internet skills, youths need to be empowered on the need to acquire hands on skills such as tailoring, shoe making and so on and so forth. Music videos will serve as a good medium in empowering youths to acquire such skills in order to have skill sets that will provide basic needs for them instead of whiling away time. It will also be necessary because of the rate at which unemployment has spiked during the covid-19 period.

This study seeks to investigate the impact of music videos in empowering youths in Lagos state to acquire skills.

1.3 OBJECTIVE OF THE STUDY

In view of the above, the following are the objectives of the study.

1. To ascertain the level of knowledge youths in Lagos state have concerning sills acquisition.

2. To ascertain the extent to which youths in Lagos state are exposed to music videos.

3. To determine whether music videos will be impactful in empowering youths in Lagos state to acquire skills.

1.4 RESEARCH QUESTIONS

The following questions will guide this study;

1. What is the level of knowledge youths in Lagos state have concerning sills acquisition?

2. To what extent are youths in Lagos state are exposed to music videos?

3. Will music videos be impactful in empowering youths in Lagos state to acquire skills?

1.5 SIGNIFICANCE OF THE STUDY

This study will be significant as it will create awareness on the need for youths not just in Lagos state but across Nigeria to acquire skills which will be beneficial for them in their life. It will also bring to the fore the prowess of music videos in empowering individuals. This study will assist the government on using certain media channels to reach out and empower youths.

1.6 SCOPE OF THE STUDY

This study will only be cover music videos; therefore all other forms of media will be overlooked. It will focus on the impact of music videos in empowering youths to acquire skills. This study will be centered on Lagos state only.

1.7 LIMITATION OF THE STUDY

During the course of this study, the only limitation the researcher faced was insufficient funds to go in-depth and expatiate on certain concepts.

1.8 DEFINITION OF TERMS

1.  MUSIC: Vocal and instrumental sounds are combined in such a way that they establish rhythm, harmony, and emotional speech.

2.  MUSIC VIDEO: A short film that puts together a song with images and is fashioned for promotional or creative purposes.

3. YOUTH EMPOWERMENT:  A process where young people are encouraged to take charge of their lives. They do this by addressing their situation and then take action in order to improve their access to resources and transform their consciousness through their beliefs, values, and attitudes.