Abstract
ABSTRACT Reality TV, particularly Music Reality Shows (MRSs) like Nigerian Idol, has emerged as a significant dimension of television programming, providing a platform for cultural representation and interactivity. Afrobeats, a music genre that originated in West Africa, has gained global acceptance and recognition in recent years with great influence on the global cultural landscape. This study examined the cultural preferences of viewers towards the use of Afrobeats music in the Nigerian Idol reality TV show. Cultivation theory was adopted as the theoretical framework to investigate the level of viewership of Nigerian Idol among residents of Lagos, Nigeria, and explore their cultural preferences for Afrobeats music. Through a mixed methods approach involving a quantitative survey and focus group discussions (FGD), the study gathered data from residents of Lagos, Nigeria. The results reveal a reduction in viewership of Nigerian Idol compared to previous seasons, indicating shifting audience interests. However, there is a significant cultural preference for Afrobeats music compared to other genres of music, particularly those of foreign origin, among viewers who have encountered the Nigerian Idol. This also confirms the growing influence and acceptance of the fast-rising Afrobeats genre. The findings underscore the role of media, particularly television programmes such as Reality TV Shows, in shaping cultural identity and preferences. The correlation analysis confirms a strong relationship between viewership levels and cultural preferences for Afrobeats music in Nigerian Idol, highlighting the impact of television programming on audience perceptions and tastes for cultural artifacts like music. The study contributes to understanding cultural dynamics in the context of Reality TV Shows, music, and cultural entertainment, emphasizing the need for producers to adapt to evolving audience preferences and embrace digital innovations to sustain viewer interest.
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