Influence of TV Reality Show Big Brother Naija on the Social Behaviour of Youth in Nigeria

Television reality shows have become a dominant form of popular entertainment in Nigeria, with Big Brother Naija (BBNaija) attracting millions of young viewers and generating intense public discourse about its social influence. This study examined the influence of Big Brother Naija on the social behaviour of Nigerian youth. The study was anchored on the Social Learning Theory of Albert Bandura, which holds that individuals observe and internalise behaviours, values, and attitudes modelled by others, including media figures. A descriptive survey design was adopted, targeting Nigerian youth between the ages of 18 and 30 in selected urban areas. A sample of 200 respondents was selected using simple random sampling, and a structured questionnaire was used as the instrument of data collection. Findings revealed that regular viewership of BBNaija was associated with increased permissiveness toward sexual expression, altered dress norms, and heightened materialism among respondents. Positive influences such as entrepreneurial aspiration and public speaking confidence were also reported, though less prominently. The study concluded that BBNaija exerts a significant and multidimensional influence on the social behaviour of Nigerian youth, with negative behavioural tendencies outweighing constructive ones among heavy viewers. It was recommended that the National Broadcasting Commission strengthen content regulation for reality television, and that parents and educators engage young viewers in critical media literacy conversations to contextualise reality show content within broader social and cultural values.

Keywords: Big Brother Naija, reality television, social behaviour, Nigerian youth, media influence