CHAPTER ONE

INTRODUCTION

1.1 Background of study

Fashion has always played an important role in society, influencing the "fabric" of societies all over the world. What people dress often reflects their social lives around the world (Anyakoha, Eluwa, 2008). The desire to conceal mankind's nakedness plays an important part in determining the initial purpose and aim of wearing it. As a result, dressing is not solely for the function of clothes, but also for the aim of beautification (Schall & Appiah,, 2016). Clothing can be defined as everything that is worn on the body, including garments, shoes, jewelry, cosmetics, and other items. It's also a form of artistic expression that depicts all aspects of human life (Kiran, Malik, Riaz, 2010). Human clothing serves as a type of "symbolic" communication and is frequently used to generate first impressions (Uwakwe, 2010). People's clothing choices, including fabrics, styles, and colors, can reveal a lot about how they think and live (Uwakwe, 2010). According to Ibrahim (2013), the exhibition of fashion designers' items via social media platforms such as Facebook, Twitter, WhatsApp, and others frequently inspires and impacts changes in people's apparel.

Clothing choice and practice, meanwhile, is a significant human activity that encompasses the selection, procurement, and use of clothing. Social factors, values, ambitions, and self-concept all influence these activities (Wole, Ibrahim, Shehu, John, et al, 2001). The way we dress reveals a lot about our culture and how it differs from other cultures. Unfortunately, the current generation of Nigerian youths has lost sight of the value of attire and its aims (Omede, 2011). There have been trends in fashion and attire that have altered and evolved over the years. There is a new fashion trend among young girls that is currently popular, particularly among students at higher education institutions.This is wearing provocative or see-through garments that reveal the female body's inner workings, such as a naked breast, belly, or waistline, among other things (Azu, 2005). Dressing to expose the sacred portion of the body has been a fashionable trend in recent years (Mohammed, 2015). Culture, foreign influence, institutions, peer pressure, and the media are all key influences on the current fashion trend (Mohammed, et al., 2015).In Nigeria, for example, young girls, especially those attending tertiary institutions, aspire to be elegant. As a result, they buy every fashionable garment they can find through the western media and the social figures they choose as role models (Chukwudi & Gbakorun, 2011). Celebrities on television, as well as other relevant social media platforms like Instagram, Twitter, and Facebook, are all effective methods for teaching dress and apparel styles to pupils (Kiran, Malik, Riaz, 2010). The trend of students emulating celebrities' attire styles often results in over-exposure of the inner body, which can lead to rape, sexual harassment, being labeled as a prostitute, molestation, poor academic performance, and other vices (Folagbade, 2009). Fashion, value systems, civilization, the penetration of Western clothing, the media's effect, peer pressure, family orientation, and poor parenthood are all factors that contribute to indecent dressing among female students (Omede & Odiba, 2000).

1.2 Statement of problem

Dressing to kill has become a typical occurrence in higher education, as students seek to appear beautiful or refined while forgetting to appear responsible (Antonia and Bridget, 2015). Because their dress patterns are frequently against African culture, most Nigerian girls have abandoned their traditional dressing styles in favor of western fashions (Omede, 2010). According to Olori, the style of dress adopted by female students from the western media is provocative (2003). Improper and improper dress patterns are morally objectionable and show society's high level of moral degeneration. According to Oji (2007), the use of the internet for anti-social purposes other than academic purposes has become an increasing problem in Nigerian universities. In Nigerian universities, indecent dressing is a big problem, particularly among female students (Obilo and Okugo 2013). Many parents and institutions are concerned about students' social media habits, believing that they now have insufficient time for their schoolwork and other duties.

1.3 Objective of study

The following are primary objective of this study:

1. To investigate how the Western media influences female university students' fashion choices.

2. To see how it affects the values of female university students.

3. To determine whether the Western media should be welcomed or avoided by female university students.

1.4 Research questions

1. How has the Western media influenced the fashion choices of university students?

2. How has it affected the values of female university students?

3. Should female university students welcome or avoid Western media?

1.5 Significance of study

The importance of this research rests in the fact that it will inform society about how indigenous culture is being wiped out as a result of excessive consumption of western content. This will serve as a roadmap for making a concentrated effort to promote the use of locally created and produced garments. So, students at tertiary institutions of study will be at the vanguard of championing the cause of wearing traditional clothing, so contributing to the revitalization of a dwindling culture.

1.6 Scope of study

This study focuses on how the Western media influences female university students' fashion choices.  The study also shows how it affects the values of female university students. Also, the study tends to determine whether the Western media should be welcomed or avoided by female university students. This study is delimited to female university students of Lagos state.

1.7 Limitation of study

Availability of materials, finance and time constraints to combine research work and academic work were major challenges the researcher encountered during this research

1.7 Definition of terms

Western media: Western media is the mass media of the Western world.

Fashion:Fashion is a form of self-expression and autonomy at a particular period and place and in a specific context, of clothing, footwear, lifestyle, accessories, makeup, hairstyle, and body posture.

Choices: A choice is the range of different things from which you can choose.

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