ASSESSMENT OF LANGUAGE USE IN BIG BROTHER

NAIJA 3

BY

ADERIBIGBE, PRAISE OLUWASEYI

(140910013)

A RESEARCH PROJECT SUBMITTED TO THE DEPARTMENT OF

JOURNALISM, SCHOOL OF COMMUNICATION, LAGOS STATE UNIVERSITY

IN PARTIAL FUFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF

THE DEGREE OF BACHELOR OF SCIENCE (B.SCHONS) MASS
COMMUNICATION

MARCH, 2019
PERSONAL ETHICS STATEMENT
By signing this statement, I am attesting to the fact that I reviewed the entirety of my attached
thesis, and that I have applied all the appropriate rules of quotation and referencing in use in

i
my Faculty/ School as well as adhered to the anti-fraud policies outlined in the Academic
Regulations in the Lagos State University.

NAME: ADERIBIGBE PRAISE OLUWASEYI

MATRICULATION NO: 140910013

FACULTY: SCHOOL OF COMMUNICATION

DEPARTMENT: JOURNALISM

SIGNATURE/ DATE:

ii
 DECLARATION
I, ADERIBIGBE, PRAISE OLUWASEYI (140910013), hereby declare that this research work was
written by me and has not been submitted anywhere for the purpose of acquiring a Bachelor of
Science Degree in Mass Communication (B.SC.). This study is original and all the works
(secondary sources) used have been duly acknowledged.

ADERBIGBE, PRAISE OLUWASEYI DATE

iii
 CERTIFICATION
I certify that this study was carried out by ADERIBIGBE, PRAISE OLUWASEYI (140910013) under
my supervision and found acceptable in Partial fulfillment of the requirement for the award of
Bachelor of Science (B.SC.) degree in Mass
Communication.

DR. RAHEEMAT ADENIRAN DATE

(Project Supervisor)

DR. JIDE JIMOH DATE

(Head of Department)

EXTERNAL EXAMINER DATE

DEDICATION
This research work is dedicated to my father in Heaven, God Almighty; the Author and Finisher
of my Faith whom by his grace foreknew, predestined and made this work a success and for
seeing me through my academic years. And to my parents, my siblings without whose caring
support and prayers it would not have been possible.

iv
 ACKNOWLEDGEMENTS
I have taken efforts in this Project. However, it would not have been possible without the
permission and grace of God who has seen me through.

I would like to express my profound gratitude to my supervisor Dr. Raheemat Adeniran who
supported me throughout the course of this project work. I am thankful for her inspiring
guidance, invaluable constructive criticisms and friendly advice during the course of this work.
Special thanks to Mr. David Olaluwoye for his friendly and intellectual inputs all through this
project work.

I am also grateful to all my Lecturers, the H.O.D.s (Journalism, Broadcasting, and PRAD),
Dr Tunde Akanni, Dr. T.O. Owolabi, Dr. Jide Jimoh, Dr. Jimi Kayode, Mr. H.B. Suleiman, Dr.
Alawode Yinka, Dr. Atofojomo and others. I am sincerely grateful to you all for sharing your
truthful and illuminating views on a
number of issues during the course of my
program.

I am highly indebted to my parents; Mr.

and Mrs. Aderibigbe for their guidance, parental love and care through my academic and other
life pursuits.

I specially recognize my buddies Onyekedi Peculiar, Adams Opeyemi, Onyeibor Ifeanyi and
Adegbite Janet, I appreciate you and I’m so positive about us.

Lastly to my beautiful friends and course mates, you are a big part of me and to this I say thank
you, let’s meet at the top.
TABLE OF CONTENT
TITLE PAGE…………………………………………….………...……………….i

PERSONAL ETHICS STATEMENT ii

DECLARATION iii

v
INTRODUCTION
1.1 Background to the Study

1.2 Statement of the Problem

1.3 Significance of the Study

1.4 Research Objectives6

1.5 Research Question

1.6 Scope of the Study

vi
REFERENCES 43
APPENDIX I 47
APPENDIX II 50
ABSTRACT

Majorconcernsonlanguageusearenowreportedlyaconcerninthesociety,thisisa
subjectofdiscussiononthetelevisionandrealityshowsofpresenttime.Thisstudyis
focusedontheuseoflanguageinBigBrotherNaija3realitytelevisionshowthemed
Doublewahala.Itaddressesissuesrelatingtothepatternandtypeoflanguageusagein
theshow,andthefrequencyofusageofsuchwords.Thesamplingtechniqueadopted
inthestudyisthepurposivesamplingtechniqueandthematicanalysiswasusedto
analyzethecontentoftheshow’scontentwhichwasbrokendownintothemes;words
forsex/sexualconnotations,bodyparts/bodyfunctions,sociallyoffensivewords,

vii
indigenous/localabuses,abusesandinsults.Findingsofthisstudyshowedthatthere
wereactuallypresenceofinappropriatewordsusedintheshowandfromthedata,the
frequencyofusageintherealitytelevisionshowBigBrotherNaija3isrelativelylow,43
occurrenceswererecorded;andthishasbeenseentobeoffensiveindifferentlevels,
whichcouldbetoxictothegeneralpublic.Thestudyrecommendedthattelevision
programproducersshouldensurethatforeveryoftheirshowbeingaired,itmust
undergoproperscreeningtopreventtheairingortransmissionofinappropriatewords,
producersshouldalsoputinplacecertainstructuresormechanismsthatdonot
supporttheuseofinordinatewordsontheirshows,audiencesalsowatchingthese
showsshouldfeelfreetoreportfrequentoccurrenceofsuchwordsontelevisionwhich
areseentobeoffensiveanddisgustingandfinallyregulatorybodiesandprofessional
bodiessuchasNBCshouldmakesurethatproducersandTelevisionstationsadhere
strictlytotheirlaiddownrulesandprinciples.
KEYWORDS:Languageuse,TelevisionShows,RealityTelevisionShow,Ethics,Big
BrotherNaija3,CognitiveTheory,sociallearningtheory,ThematicAnalysis,Pattern.
WORDCOUNT:304Words.

viii
 CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Reality Television (TV) show is a type of television program that aims to show how ordinary

people behave in everyday life, or in situations, often created by the program makers, which are

intended to represent everyday life. (Collins Dictionary, n.d). Therefore it is a genre of television

programming that documents supposedly unscripted real life situations, and often features an

otherwise unknown cast of individuals who are not professional actors. It often highlights

personal drama and conflict to a much greater extent than other unscripted television shows

(Laitto, 2015). Reality television show has in recent time significantly proved to be a favorite

among the

youth – particularly those who fall within the range of ages 18 to 25 (Chikafe & Mateveke 2012).

We have Reality Television shows across Nigeria on different areas. We have the Amstel Malta

box office, Apprentice Africa, Dragons Den Nigeria, GLO Naija Sings, Gulder Ultimate Search,

Maltina Street Dance, MTN Project Fame, Big Brother Naija and others. The broadcast industry

has been expanding dramatically to include new genres that have come to stay which have

obviously been overriding former and old genres. In the group of these new genres, we have

the reality shows. ‘Reality show is the in-thing now, broadcast and media houses should be

preparing themselves for this big shift (D. Olaluwoye, personal communication, 2018).

As cited in Ezike (2015), Chikafa & Mateveke (2012) writing about big brother Africa an

affiliation of Big Brother Naija say that the concept of Big Brother was borrowed from George

Orwell’s novel of 1984 titled ‘fictional dystopia of Oceania’ in which he described a world of

never-ending surveillance. In the novel, the dictator who watched over the citizens of Oceania
was called Big Brother, and his terrifying slogan was ‘Big Brother is watching you’. In the Big

Brother television show, contestants confined in the house compete to escape eviction in order

to win the prize money.

Many of these Reality Television shows covers most of the social domain and no one is

concerned about the ethics of this programs despite the fact that they have tremendous effects

on their audience and they affect their various audience because they are the baseline of what

is being seen as real and normal life as should be lived. The activities, occurrences, language and

lifestyles on these shows are stringed in between the aftermath communications of their

audience. Ezike (2015) concludes that reality television show has the propensity of sloping the

moral views and sense of judgment and attitude of young people towards decency, sexuality,

morality, dressing, language, respect to elders and indigenous cultures, and perception about

women and violence against them.

This therefore shows that what is being aired has influence on what the audience takes in, and

this gradually affect their thinking and perception of things. According to McCombs and

Reynolds (2002) agenda setting theory is the ability of the media to influence the importance

placed on the topics of the public agenda

In Ebirim and Adesoji (2018) a Nigerian said the show does not impact the viewers in any way.

Some of these shows do not inform, educate, inspire and uplift. They only entertain and the

entertainment comes in a demoralized and negative way whereas the broadcast industry is

supposed to uplift morals and traditional heritage of the people.

Also in the same vein, Ebirim and Adesoji (2018) another respondent said the Big Brother Naija

should be banned and the money should be invested in other creative enhancement, although

it is not everyone that go along with this, in the same report, another respondent said Nigerians

are too uptight about everything that they should be given space.

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What should be banned and what should not is guided by the professional ethics in the

industry. Just as every profession has ethics that are binding on their performance the

broadcast industry of which the Big Brother Naija show is a genre also have some ethical

obligation that they must follow. The question here is do all these Reality Television shows

producers really follow these ethical guidelines and principles or they just do their shows to get

people attention and the bottom line of it all get huge profits. In complete focus here is the use

of inappropriate languages that are seemingly

offensive in the broadcast industry.

When you talk about inappropriate use of language it is referred to as strong languages,

profanity, swear words, blasphemy, expletives, dirty words, cuss words, imprecations,

malediction, oath, obscenity, cursing, foul language, bad language, filthy language e.t.c. as used

in different instances, they are also considered to be offensive or taboos and in movies and

films they are inappropriate for the public viewing. Participants of a research believed swearing

and, in particular, the use of offensive or strong language has become endemic in society. It has

become more widespread in public places, schools, on the street and in some workplaces.

While this expansion is acknowledged the media is thought to have played a part in the trend.

(Office of Communication

[OFCOM], 2005)

When viewers watch such shows, they are entertained by the suffering and humiliation of

others, that's a problem. Perhaps an occasional instance would not merit comment, but a

weekly schedule of such pleasure is another matter entirely (Austine, 2017). Brad bushman a

media expert in a research carried out at young University says exposure to profanity in the

media makes people think that such language is normal, which may

reduce their inhibitions about using profanity themselves. (Gilani, 2011).

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Authentic swearing within reality programs and documentaries was considered more

acceptable by some of the participants than swearing ‘for the camera’, although,

authenticity in itself is not necessarily a sufficiently strong context to justify including repeated

swearing. (OFCOM, 2005)

Weiland and Dunbar (2016) noted that Reality television may not be as real as some might be

led to believe. Ventre reported that MTV’s reality television show “The Real World: Skeletons”

and its content is influenced by producers. Is it possible that this statement is true with many of

the Reality Television shows shown today?

Big Brother Naija has complaints that have been raised concerning the activities done and

attitude displayed in the house yet the authors have argued that because it is an adult content

film it doesn’t matter what is shown on such programs, but do ethics matter no more?

Participants who might not even be professionals are all in the game to win the prizes so they

defy all morals to get people votes and cheers. So therefore this research intends to find out the

use of inappropriate languages so that other shows would be mindful of such

unprofessionalism.

1.2 Statement of the Problem

The broadcast industry has not effectively regulated the contents of all its programs like the

reality shows genre. It is claimed that even the producers of such contents have limited control

over it because they are mainly unscripted that’s why they are being

called 'reality shows’.

Big Brother Naija is rated as the number one among the top ten reality shows in Nigeria

(Babawale, 2018). For the season three; themed Double Wahala, the show remains one of the

4
most watched reality shows in Nigeria with 170 million votes recorded for its finale.

Unfortunately, the show has been heavily criticized of promoting immorality through its use of

inappropriate languages and display of obscenities hitherto seen to be alien to the ethics and

morals of the media and Nigerians. In Balogun, Agbana, Latona, Babalola (2018) the reporters

interviewed different Nigerian Influencers and they came up with a critique on the program

According to Lengnan (2013), in Ezike (2015)

“Big Brother Naija now airs the use of inappropriate

languagesoncameras,eartinglingswearwordsarethe

predominantvaluesbeingshown,thisprojectstheNigerian

moralsandculturesinabadway.Adherencetoethicson

thisprogram, notonlyseason2018,butallbigbrothersin

generalisveryminimal;whichisironicalbecauseprograms

airedontelevisionhasaprimaryfunctionoftransmitting

culturalheritageandnot degradingthemorals,ethicsand

culturesofpeopleontelevision”.

In Babalola, Agbana, Latona, BaLogun (2018) Felix Duke said the big brother Naija show paints

negative picture of Nigeria and its values. This indeed, calls for real academic debates and

scholarly studies. Meanwhile, many studies that have been done on media effect and the

influence of reality television shows; big brother and big brother Africa at the global level do not

focus on the inappropriate use of words and languages as used in this research on the recently

concluded Big Brother Naija 2018. This is the knowledge gap the study seeks to fill.

5
1.3 Significance of the Study

Media practitioners: This study aims at revealing to media practitioners, media regulatory

bodies and students, the frequent use of these words and how offensive to the public it can be.

Subsequent producers can now follow stipulated rules and regulations available or the ones to

be put in place by the media regulatory bodies or

associations

General Public: It will enable the general public to be aware of the frequent use of

inappropriate words on the show that could be unethical and offensive.

Government: It is expected that Government will see this as inappropriate and design measures

to prevent further occurrences.

1.4 Research Objectives

1. To identify the pattern of language use in Big Brother Naija 3.

2. To study the type of offensive expression used in Big Brother Naija 3.

3. To study the frequency of offensive expression used in Big Brother Naija 3.

1.5 Research Question

This study answers the following questions?

1. What pattern of language is used in Big Brother Naija 3?

2. What type of offensive expression is used in Big Brother Naija 3?

3. What is the frequency of the use of offensive expressions in Big Brother Naija 3?

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1.6 Scope of the Study

This research is limited to the spoken words of participants in Big Brother Naija 3 reality

Television show. The focus of this study will be identifying words that are seen as offensive in

the Nigerian setting. All highlights on the official YouTube website is analyzed because it

contains a snippet of each day’s occurrences.

1.7 Definition of Terms

These terms have been defined according to their appropriate use in this research.

Big Brother Naija: Formerly known as Big Brother Nigeria, it is a reality show based on the Big

Brother Television series in which contestants live in an isolated house and compete for a large

cash prize at the end of the show by avoiding being evicted by

viewers.

Reality Television Shows: Reality television is a genre of television programming that documents

supposedly unscripted real-life situations, and often features an otherwise unknown cast of

individuals who are typically not professional actors.

Language Use: The language used in this research centers on the inappropriate use of words in

conversation with others and in expressing oneself, it is known as profanity; swear words; and

many other terms are used to describe this. It’s any conscious use of taboo language for

communicative purposes

CHAPTER TWO

LITERATURE REVIEW

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This chapter assesses the various submissions of scholars on the use of languages and the ethics

in television shows. It provides the pathway for this study; it runs through the conceptual,

theoretical and empirical framework of the study.

2.1 Conceptual Review

2.1.1 Inappropriate Words

According to the Associated Press (2006), in (Cressman, Mark, Tom & Chris, 2009) nearly three

fourths of poll respondents reported that they hear profanity more often

than in years past and some two thirds perceive that swearing has become more prevalent in

society. While profanity has existed throughout human history, it has recently lost much of its

status as a taboo linguistic practice, “becoming more commonplace in everyday discourse as

well as on network television”.

Profanity is considered to be “a part of the shadow language of slang or argot, that ranges from

the somewhat ungrammatical to the completely improper, from the

colloquially quaint to the pejoratively dirty” (Sagarin, 1968, p. 31).

Pagliai (2009) defines “outrageous speech” as “including obscenities, vulgarities, blasphemy,

[and] dirty words” (p. 69). The level of outrageousness of these words is based on the context

as well as the age, gender, and status of the speaker (Pagliai, 2009,

p. 69). When the outrageous terms are in a text, the age, gender, and status applies to the

reader. According to researchers at Brigham Young University, most research involving

profanity deals with television, movies, and video games (Sarah, Callister, Stockdale, Nelson, &

Wells, 2012, p. 361).

Swearing and using expletives is usually associated with breaking language rules, as most

people would regard swearing as “bad language”. The common stereotype is that frequent

8
swearing suggests that the speaker has an inadequate vocabulary, is uneducated, and belongs

to the working class. However, sociolinguists view the use of expletives as a complex social

phenomenon. McEnery (2006, p. 1) points out that taboo

language has gained its power through a process of stigmatization, and the

development of attitudes that lead to a society problematizing and making inferences about the

users of such language. Andersson and Trudgill (1990 p. 14) argue that although sometimes

people swear because they want to be offensive, insulting etcetera, there is more to it than

that, and that what is often referred to as “bad language” may only be so in certain contexts or

in certain respects. These distinctions are closely tied to cultures and ideologies deciding and

evaluating what is good and bad. The sort of swearing and the types of words that are used in a

language can, therefore, tell us something about the beliefs and values of its speakers.

2.1.2 Reality Television Shows

Reality Television shows definitions by various scholars such as Roscoe (2001) and Malekoff

(2005) reflect that they are programs where real people are often placed in extraordinary

situations where their every moment is recorded as they react to their surroundings. It is a

genre of television programming that documents supposedly unscripted real-life situations, and

often features an otherwise unknown cast of individuals who are typically not professional

actors, although in some

shows celebrities may participate. It differs from documentary television in that the focus tends

to be on drama, personal conflict, and entertainment rather than educating viewers. Roscoe

(2001) notes that in reality television shows, the conventional boundaries between; fact and

fiction, drama and documentary and between the audience and the text are blurred. An early

term for the format was docu-soap. The genre has various standard tropes, including

‘confessionals’ (also called talking heads or interview segments) used by cast members to

express their thoughts, which often double as the shows' narration. This genre of entertainment

9
has become the latest fan favorite especially among youths world over (Sack, 2003; Frisby,

2004; Howley, 2004)

cited in (Chikafa & Mateveke, 2012), and has gradually made inroads in Africa. Andrejevic,

(2004), 2005; and Kilborn, 2003) cited in Biltereyst (2004) agree that reality television is an

umbrella term that encompasses “various factual television formats with a high reality claim, it

stresses the actions and emotions of real people (non-actors), often using a combinations of

‘authentic’ (e.g police, security or surveillance images), and staged images (e.g. fictionalized

reconstructions, post-faction interviews)” Reality television is significantly proving to be a

favorite among the youth – particularly those

who fall within the 18-25 age range (Chikafa & Mateveke 2012). The duo cite Baumgardner

(2003): Brasch (2003) and Hiltbrand (2004) as saying that such television shows that hitherto

exhibited in the United States and many Western countries have now flooded our television

stations as we now have the African versions of the American Fear Factor, The Biggest Loser and

the American Idols.

Nigeria also has ‘The Gulder Ultimate Search, The MTN Project Fame, Nigeria Got Talents,

GloNaija Sings, Maltina Dance All, among others’. Other African countries also have versions of

these shows under different names. One of the biggest and perhaps the most popular reality

television shows in the Nigeria is the Big Brother Nigeria now called big brother Naija.

(Babawale, 2018). VanZoonen & Aslama (2006) had looked at the history of Big Brother, its

significance to the media and how it derives strength from its generic hybridity. Andrejevic

(2004) connects the technological innovations of Big Brother to the wider cultural work of

‘being watched’ and associates the surveillance culture to the popularity of Big Brother. Roscoe

(2001) specifically notes that Big Brother is constructed around performance because cameras

force the participants to perform for the audiences as well as the other housemates so as to

avoid nomination. Roscoe also shows how Big Brother assumes its audience to be highly media

10
literate and adolescents and young adults seem to fit this category of audiences. Big brother

was

localized to Nigerian media and has faced significant criticism since its rise in popularity. Mano

and Willems (2008, 2010) shed light on this aspect through the engagement of an identity

debate in Big Brother by audiences in the Diaspora. Their study explores how Diaspora

communities are represented in mainstream media and how they interpret, accept or challenge

and interact on representations of themselves. Their discussion of Mukhosi Musambasi, a

Zimbabwean nurse in Britain who featured in the British Big Brother show, focuses on

discussions on Zimbabwean’s by Zimbabweans in the Diaspora on internet forums. Their study

revealed that the identity tag is attached to representations of communities concerned and

they respond to representations of themselves through that same paradigm. It is significant that

the embodiment of the representation lives up to the set standards or faces rejection, as is

reflected in the rejection of Musambasi after her raunchy sexual escapades which were then

labeled unZimbabwean (Chikafe and Mateveke, 2012).

2.1.3 Origin of Big Brother and Big Brother Naija

Of all reality television shows, none has achieved the mythical status and proportion of Big

Brother (Johnson-Wood, 2002) cited in Raicheva-Stover (n.d). It is a ‘reality’ television show in

which a group of people are brought together in a large house, isolated from the outside world,

and made to live together while being continuously watched by television camera” (Chikafe &

Mateveke, 2012). During this period, the ‘inmates’ are isolated from the outside world and are

not commonly aware of outside event or have access to any electronic devices. Contestants are

continuously monitored by in-house television cameras as well as personal audio microphones

during their entire stay. To win the final cash prize, a contestant must survive periodic (usually

weekly) evictions and be the last housemate or houseguest remaining in the compound by the

series conclusion.

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Big Brother reality show was premiered in 1999 at Veronica in the Netherlands. This is to say

that the reality television show had been on air in other parts of the world for about five years

before the show made its debut in 2003 in Africa and for seven years before coming to Nigeria

in 2006. The first edition in Netherland attracted more than 15 million viewers (Johnson-woods,

2002). Since then, the Big Brother reality show has become a multi-billion dollar television

franchise with countries allowed to make its own adaptation of the show. Endemol.com as cited

in Raicheva-Stover (n.d) writes that the show became so successful that so much so Endemol,

the original right owner had sold out format to more than 30 countries as at 2009. Today, we

have Celebrity Big Brother for Netherland and Teen Big Brother for Britain. Others include: Big

Brother Germany, Big Brother Switzerland, Big Brother Sweden, Big Brother Italy, and Big

Brother Africa, Big Brother Nigeria among others. In most countries that have the reality show,

the format is usually centered on four elements: 1. The environment in which contestants live;

2. The knock-out system by which the contestants are voted out of the house by the audience

at home; 3. The task, set by the editorial team, which the contestants must complete on a

weekly basis 4. The diary room, in which the contestants are required to record their feelings,

frustrations, thoughts and their nominations” (Andrejevic 2004, p.

72).
Big Brother Naija, formerly known as Big Brother Nigeria, is a reality television show based on

the Big Brother television series in which 12 contestants live in an isolated house and compete

for a large cash prize worth $100000 at the end of the show by avoiding being evicted by

viewers. The first season of the show first aired on DSTV Channel 37 from March 5 to June 4,

2006. The voting results are verified by the auditing company of Alexander-Forbes. Last

contestant at the end of the show becomes the winner. The power to select the eventual

winner is determined by the audience who are allowed to vote for their preferred candidate.

2.1.4 Big Brother Naija 3 [Double Wahala]

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Big Brother Naija 2018, also known as Big Brother Naija: Double Wahala is the third season of

the Nigerian scripted version of the reality show Big Brother. It was launched

on 28 January 2018 on DSTV channel 198. Ex-housemate Ebuka Obi-Uchendu from season one

as the host. This season ended on 22 April 2018, having run for (85 days)

that is twelve weeks.

The show had twenty contestants between the age of twenty-one(21) to thirty-one(31), they

are Adedayo Adewunmi, (Dee-One); Iwuchukwu Marianne Onyii (Ahneeka); Asogwa Alexandra

Amuche Sandra (Alex); Angel Awotarigha; Munirat Antoinette (Anto); OluwabamikeOlawunmi

(Bambam); Bitto Bryan Arumun; Cynthia Nwadiora (Cee-C);

kelvin Brouillette (K.Brule); Iheme Faith Uloma (IfuEnnada); Miracle IkechukwuIgbokwe; Leo

BabarindeAkinolaDasilva; Nina Ivy; OmololùAdetokunbo (Lolu); Princess Linda Onyejekwe;

OluwatobiBakre (Tobi); Patrick Fakoya (Rico Swavy); AbiriOluwabusayo (Khloe); Vanessa

Williams (Vandora); Tope Badman Teddy (Teddy A). In this season, the contestants addressed as

housemates were paired as couples and each individual was attached to the opposite sex with

which they performed their activities with even to the point of eviction. At the end of it all,

Miracle Ikechukwu Igbokwe a Pilot and model aged 23 emerged as the winner of Big Brother

Naija third edition.

2.1.5 Ethics

According to British Broadcasting Corporation (n.d), Ethics is concerned with what is good for

individuals and society and is also described as moral philosophy. The English word 'ethics’ is

derived from an Ancient Greek word, êthikos, which means relating to one's character. The

Ancient Greek adjective êthikos is itself derived from another Greek word, the noun êthos

meaning character, disposition.

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Ethics is similar to morals except that morals have more to do with right and wrong, and ethics

is your beliefs or the company’s beliefs rather than what is right or wrong. ([CTAE] 2014)

Rushworth Kidder states that ‘standard definitions of ethics have typically included such

phrases as 'the science of the ideal human character' or 'the science of moral duty'. Richard

William Paul and Linda Elder define ethics as a set of concepts and principles

that guide us in determining what behavior helps or harms sentient

creatures. The Cambridge Dictionary of Philosophy states that the word ethics is commonly

used interchangeably with 'morality' ... and sometimes it is used more narrowly to mean the

moral principles of a particular tradition, group or individual. Paul and Elder state that most

people confuse ethics with behaving in accordance with social conventions, religious beliefs and

the law and don't treat ethics as a stand-alone

concept.

Ethics is a branch of philosophy that involves systematizing, defending, and recommending

concepts of right and wrong conduct. Ethics seeks to resolve questions

of human morality by defining concepts such as good and evil, right

and wrong, virtue and vice, justice and crime.

Ethics of the old days has been polluted and are inadequate for business selfgovernance due to

changes in the environment and cultural norms. In other words, ethics in today's society has

eroded. As cited by Gino & Bazerman, 2009, managers and leaders in modern organizations lack

strong ethical standards (Andrews, 1989; Longnecker, 1985; Molander, 1987; Pit t&Abratt,

1986) or are willing to abandon them in the face of economic incentives or competitive

pressures (Gellerman, 1986; Hosmer, 1987).

Ethical Philosophies

14
Although there are ethical codes and conducts held by associations and organizations, we have

challenges; freedom of speech vs. ethical restraints, not everyone is a member of the

associations, each person has his own different set of accepted values, some say strict codes of

ethics will make a person an easy target for libel suits. Because of this there are different

philosophies on ethics. Ethics means different things to different people depending on what

their ethics usually are, but there is no wrong or right ethic as we are all different with our own

opinions and beliefs which we should all respect.

Ethical norms are ever changing because it is contextual and affected by culture, technology,

religion and politics. What is ethical in one country may not be ethical in another. This just

makes the evaluation of what is ethical and what is not, an even more difficult question to

answer than it presently already is. The three primary ethical philosophies according to Priyanka

(2003) are;

Deontological ethics; these set of people are absolutists, they believe in the ethics of duty. They

subscribe to the fact that the end does not justify the means. They say you are to discover the

set principles and follow them. You are to take actions that you want to be universal. Focus and

duty is the message and to report it if it is newsworthy.

Teleological ethics; relativism is key here, the end justifies the means is their mantra. They

propose that the consequence of an action determine whether or not it is ethical. Actions are to

be judged by their results, it also looks at the motivation of the person

involved.

Situational ethics; this view centers on the situation surrounding an act, it says whether the end

justifies the means depends on the situation. Moral principles are relative to the situation

because all situations are unique and assessed independently.

Importance of Ethics to the Society

15
Ethics plays an important role in molding one's behavior to identify what is right and wrong to

do in a society, as it is a belief and standard that helps to create a harmonious and conforming

environment. Not only that, in order to eradicate erosion of ethics among society it is important

to understand why ethics play a vital role to everyone as a whole, and not being bias to only a

part of the community. There is no universal

definition of what exactly ethics is, but amidst all the troubles in the world, ethics still acts as a

guiding force to dictate an individual's sense of right and wrong, and the erosion of ethics is

becoming increasingly troubling and if not stemmed out soon, will definitely spell trouble for all

civilization, because the rapid rise of globalization meant

that everyone on this planet is connected to one another. Role models play a huge impact in the

development of an individual's life (Perry & Nixon, 2005), and the development of one's ethical

thought and behavior is no exception. With the emergence of mass media such as television

and especially the internet, role models are becoming an even bigger influence today than ever

before. Subsequently, if one views a very ethical individual as a role model, he or she will

definitely grow up to uphold a high standard of ethics. On the other hand, if one's role model is

of questionable ethical practice, consequently they will have a higher chance of practicing

unethical methods.

Thus, predominantly the broadcasting profession which has come in different genres which the

reality television show is part of have come under the operation and maxims of certain rules

and guiding principles which are the ethics of the profession and the big brother reality show is

not in any way exempted that is why in this study we have been made to understand that there

is the presence of stipulated rules, not only that, laws are also available to guide broadcasting

outfits and their content producers operation and the use of inappropriate languages.

16
2.2 Theoretical Framework

2.2.1 Cultivation Theory

Eman, (2015) says Cultivation theory tackles the long-term effects of television on viewers. The

theory proposes that the danger of television lies in its ability to shape not a particular view

point about one specific issue but in its ability to shape people's moral values and general

beliefs about the world.

In James Potter (1994), the central proposition of cultivation theory is: television viewers who

say they are exposed to greater amounts of television are predicted to be more likely

(compared to viewers who say they are exposed to lesser amounts) to

exhibit perceptions and beliefs that reflect the television world messages. Researchers

who have provided tests of this proposition have relied on two methods. Content analysis has

been used to determine the frequency of certain messages in the television world. Then survey

methods were used to ask viewers about their perceptions and

beliefs concerning the real world. Cultivation theory forces researchers to confront three

important methodological questions: (1) how should television exposure be measured? (2) How

should cultivated perceptions be measured? And (3) what is the appropriate test for the

relationship between exposure and perceptions? The beginning point for answering each of

these questions is to focus on the conceptualizations in the theory.

The theory stands on a number of concepts: the symbolic environment, storytelling, the

symbolic function of television, the television traits, the cultural model, and the

cultivation of value system, the multi-directional process, and the cultural indicators.

a) Symbolic Environment:

17
Human beings are the only creatures that we know of that live in a world beyond the threats

and gratifications of their immediate environment. Our knowledge is acquired not from

personal experiences, but from a variety of stories Morgan, (2002)

b) Story Telling:

According to Gerbner there are three types of stories: How things work: These are fictional

stories that reveal the invisible dynamics of human life. How things are: These are stories of the

news; they confirm the visions, rules, goals of a particular society. What to do: These are stories

of value and choice, such as laws and religion. These

three types of stories together constitute culture, which is increasingly disseminated by

television. Eman, (2015).

c) The Symbolic Function of Television:

Television has become an essential source in providing individuals with information about the

surrounding world, as it proffers to them basic facts about life, people, society, and authority.

For, situations depicted in fiction, drama, and news whether in realistic, fantastic, tragic, or

comic way presented in fiction, drama, or news offer the best context for the dissemination of

values and moral in an acceptable and enjoyable fashion. Morgan, (2002)

Gerbner says that cultivation is some sort of desultory learning that results from the

accumulation of exposure to television. And what the viewer sees on the screen becomes the

basis of a mental image that the individual forms about the social

practical status of values, population characteristics, and the various cultural standards common

by the society’s classes, categories, and individuals. (Morgan, 2002)

The cultural influences of television are embedded in all kinds of the content it presents, and

not restricted to “cultural programs”, which refer to programs that deal with art, science, and

18
literature. Conventional program division into news, cultural, entertainment, educational,

children, woman, etc, is used only to facilitate management or research. But all these programs

may influence cultural formation of individual and masses.

Furthermore, television drama of films and series may leave cultural impact stronger than that

of the serious programs, studies, and seminars. Melvin Defleur and Sandra Ball -Rokeach,

founders of the Dependency Theory, suggest that the “information quantum" presented

through “entertainment” may be equal to that presented through “news”. The belief that

“news” is relevant to information, whereas “entertainment” is not, is a wrong one. Most often a

person uses entertainment contents in comprehending his world, and all what extend beyond

his direct experience. Consequently, entertainment materials help him or her normalize with

society, and to discern how he or she should behave, and how should his or her interactions be

with others. The cultivation theory empathizes that television does not reflect what is

happening in the outside world, but it presents an artificial world that focuses on certain issues

depending on the will and interest of those controlling the media. Eventually, the accumulation

of exposure to television and the lack of direct experience in various issues, create an artificial

world, which becomes more and more real to the recipients.

There seems to be a risk in having the masses dependent on media means, especially television,

in constructing the image of the surrounding environment. For, the media does not reflect

reality. The media may present untruthful information, distorted stereotypes or misguided

positive images. So, if the recipient has no means for comparing what is presented to him or she

through media with other sources of

information, his or her perception becomes distorted, stereotyped, and biased. (Eman,

2015).

d) Television Traits:

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This symbolic function is based on three traits for television according to Miller K. (2002)

i. Television is pervasive: It penetrates people's lives as it exists in most

households and people spend long times in front of it.

ii. Television is accessible: It does not require precedent skills to be exposed to it, such as

literacy, nor does it require effort, as there is no need to leave the house as in the case

with cinema.

iii. Television is coherent: For the messages it presents

about society are

homogeneous throughout its various programs and times.

2.2.2 Social Learning Theory

Social learning theory focuses on the learning that occurs within a social context. It considers

that people learn from one another, including such concepts as observational learning,

imitation, and modeling. Among others Albert Bandura is considered the

leading proponent of this theory.

General principles of social learning theory follow:

• People can learn by observing the behavior is of others and the outcomes of those
behaviors.

• Learning can occur without a change in behavior. Behaviorists say that learning has to be

represented by a permanent change in behavior; in contrast social learning theorists say

that because people can learn through observation alone, their learning may not

necessarily be shown in their performance. Learning may or may not result in a behavior

change.

• Cognition plays a role in learning. Over the last 30 years social learning theory has

become increasingly cognitive in its interpretation of human learning. Awareness and

expectations of future reinforcements or punishments can have a major effect on the

20
behaviors that people exhibit.

• Social learning theory can be considered a bridge or a transition between

behaviorist learning theories and cognitive learning theories.

How the environment reinforces and punishes modeling:

People are often reinforced for modeling the behavior of others. Bandura suggested that the

environment also reinforces modeling.

This is in several possible ways:

1. The observer is reinforced by the model. For example a student who changes

dress to fit in with a certain group of students has a strong likelihood of being accepted and

thus reinforced by that group.

2. The observer is reinforced by a third person. The observer might be modeling the

actions of someone else, for example, an outstanding class leader or student. The

teacher notices this and compliments and praises the observer for modeling such

behavior thus reinforcing that behavior.

3. The imitated behavior itself leads to reinforcing consequences. Many behaviors that we

learn from others produce satisfying or reinforcing results. For example, a student in my

multimedia class could observe how the extra work a classmate does is fun. This student

in turn would do the same extra work and also receive enjoyment.

4. Consequences of the model's behavior affect the observer’s behavior vicariously.

This is known as vicarious reinforcement. This is where in the model is reinforced for a response

and then the observer shows an increase in that same response. Bandura

illustrated this by having students watch a film of a model hitting an inflated clown doll. One

group of children saw the model being praised for such action. Without being

reinforced, the group of children began to also hit the doll.

21
2.3 Empirical Review

Few studies empirical studies exist in relation to Big Brother and Big Brother Naija. Among them

is the study by Raicheva-Stover (n.d), titled “You’ll see, you’ll watch: The success of Big Brother

in post-communist Bulgaria”. The study looked at the extent of development and growth of

reality television genre in a post-communist setting. The Big Brother reality television show was

selected as a case study. It investigates the social, technological and economic implication of

the program for the media industry, a postcommunist country. It offered an overview of the

dynamic of the reality television format in a post-communist country. The study found out that

Big Brother’s formula for success, with its emphasis on convergent media and unique

opportunities for

participation and interactivity does work across culture. “The show not only revived the inert

television market in Bulgaria by drawing unprecedented numbers of viewers but also became

responsible for penetrating a national discussion of taboo topics” (Raicheva-Stover, n.d). To

rephrase the above statement by Raicheva-Stover, Big Brother

reality show, the mother of BBNaija of focus in this study has thus been seen as a

platform that pushes out unethical contents even with their wide reach.
Another study conducted by The Fuse Group (2005) on behalf of OFCOM was carried out to find

out people’s view on misuse of language and it was found out that most participants in the

research believed that there was more offensive language used on television today than a few

years ago and that the language used has become stronger. Even those who claimed not to be

personally offended by anything that they heard noted this trend. This issue was also raised by

participants in the research. There was thought to be more strong language across many

program types and across all channels. Many participants felt that Channel 4 (and possible 5)

had led the way in this increase. The use of strong language was thought to be occurring earlier

in the evening. Some participants associated this with soap operas. In the research which

22
engaged 173 people in focus group discussion and the use of questionnaires came to

conclusions;

• For the majority, strong language on television was an issue; they believed there was

more of it across a range of programming types and channels (though especially on

Channel 4), that it started earlier in the evening and that soaps and reality programs had

contributed to this decline more than other genres.

• Broadcasters were thought to have a duty to set standards, rather than just reflect

society. Some respondents also thought that broadcasters can be too concerned

with rating-chasing

• The strongest reason given for concern over strong or offensive language was the

influence it was believed to have on children the and the potential for them to imitate

it

• There was also a concern, expressed by all ages about offensive language in programs

watched in a family context

• They do not wish such language to be used, especially during children’s programs where

children might pick up and imitate the language.

• Broadcasters need to be aware of the way in which attitudes towards these

words are evolving.

• Multiple uses of any swear word is disliked but this word is tolerated more than most

would be.

• Swearing by women is more offensive to some.

23
Results from this study proved that inappropriate words are used in television shows and most

of the words identified are seen as offensive in their variations, these words have even been

classified into different categories which are used in this study.

In a study conducted in Sweden by Anna, (2013), titled ‘Bad Language in Reality -A study of

swear words, expletives and gender in reality television’, focus was made on the effect that

variables such as nationality, social class and gender might have on the expletive usage. It was

highlighted from relevant literature that females use expletives

and inappropriate words less than men but after the study was concluded, it

contradicted the stereotypical notion that men speak inappropriate words more. Also in

Swearing on television- gender, language, and power in the thick of it by Emelie Gustafson, her

study also proves that women swear more than men as against

challenging former researches in opposition.

But in focus in this study is the use of these words in reality shows which is supported by the

claims above in the past researches conducted, but one thing to note, whether it be male or

female that uses it, what is wrong is wrong.

CHAPTER THREE

RESEARCH METHODOLOGY

Research methodology involves method procedures, planning and collection of data and

description of essential stages involved in a research work such as research design, method of

study, source of data and research instrument. This research work is

designed to have a critical analysis of ethics in reality television shows taking a study of

Big Brother Naija formerly known as Big Brother Nigeria episode 3

24
3.1 Research Design

Research design is a framework or plan for a study that is used in collecting and

analyzing a set of data.

According to Nnamdi Asika (1991) research design is the structuring of investigations aimed at

identifying variables and their relationships one to another. It is also the basic plan that guides

the data collection and analysis phase of the research. It helps the researcher develop a mental

image of the structure for gathering the data and analysis

that follows. Considering the purpose of the study was to measure the use of

inappropriate languages in the Big Brother Naija 3themed Double Wahala, a qualitative

approach was used for the evaluation. Due to the fact that this research work was carried out

on a secondary data; thematic analysis was done on the show 3. Braun and Clarke (2006) define

thematic analysis is the process of identifying, analyzing and reporting patterns or themes

within qualitative data.

Kerlinger (2002) cited in Wimmer & Dominick (2011) defines content analysis as a method of

studying and analyzing communication in a systematic, objective, and quantitative manner for

the purpose of measuring variables. Berelson (1952, p 18) on its part views content analysis as a

research technique for the objective, systematic and quantitative description of the manifest

content of communication. Wright (1986, p 125) cited in Wilson, Esiri & Onwubere (2008) on its

own part defines content analysis as a research technique for the systematic classification and

description of communication content according to certain usually predetermined categories.

3.2 Sample Population

The population of the study is all the highlights of Big Brother Naija official Television

shows on the YouTube official

25
channel;https://www.youtube.com/channel/UCC34uLurUBx_pkoB04nOsLg. The show was

conducted for twelve weeks and has highlights for each day on the YouTube

channel; all contents are eighty-four (84) in number.

3.3 Sampling Procedure

A sample is a proportion or a subset of a larger group called population (Fink, 2003). Thus,

sampling is done in research in order to have a substantial representation of members of the

population which may otherwise not be represented as a result of the largeness of the

population. It gives equal chances of inclusion and exclusion from the sample to each element

in the population.

The purposive sampling method is used in this study. This selection is based on population and

objective of the study. It is also known as judgmental, selective or subjective sampling

(Crossman, 2018).

All highlights on the channel for the twelve weeks show Big Brother Naija Episode 3 tagged

Double Wahala which are eighty-four (84) in number is sampled. This is used to extensively

capture and analyze the show; the occurrences of each day are greatly scrutinized even if the

samples do not substantially cover 24 hours of each day.

The researcher looked out for ethical concerns in the reality show and focused on the misuse of

language by contestants which subsets are; ‘sexually suggestive’, ‘vulgar’, ‘abusive’ and ‘others’

words in different tongues; Hausa, Igbo, Yoruba and English which is addressed to ‘self’, ‘fellow

contestants’, ‘audience’ or ‘any person’. The measurement

was taken from table 3.1 an outcome of the study conducted by the fuse group for OFCOM and

other sources.

26
3.4 Data Collection Instrument

Considering the fact that the Conventional content analysis is the method of research adopted,

data collected is represented in themes developed from the content analyzed with an original

insight and adopted research study from the OFCOM group.

The basic coding process in thematic analysis is to organize large quantities of text into much

fewer content categories (Weber, 1990).

3.5 Method of Data Collection

Evaluation of the reality show is documented and analyzed. The nature of the content

broadcasted and highlighted on the show in relation to their compliance with the moral

standards in broadcast industry is observed and recorded. The misuse of language is

studied.
The shows highlight will be downloaded from the YouTube channel; it was watched and

observed while record of the concern of the project will be documented.

3.6 Data Analysis

Coding table is used to present the result of the research for proper inference and

interpretation of data in accordance with the categorization of the units of analysis in the reality

show Big Brother Naija 3, thus providing an easy way of drawing conclusions from the result.

27
 CHAPTER FOUR

DATA PRESENTATION, INTERPRETATION AND ANALYSIS

4.1 Introduction

In this chapter, we have the presentation of data gathered for the analysis done on the Big

Brother Naija 3 show. The data is interpreted and analyzed in a strategic approach to answer

the research questions posed in chapter one of the work which is the major

objective of this research product.

The thematic analysis is done by note taking on paper. The videos were clearly analyzed and the

needful was drawn out of the videos as accurately as possible. The yielded data went through

several stages of processing; note taking, summarizing of reports, and systemization based on

the division into themes.

4.2 Thematization

The data gathered was further sub-divided into six (5) themes, for expansion and deeper

understanding of the research.

Inappropriate languages include;

 Words for sex/ Sexual Connotations

 Body parts/ body functions

 Socially offensive words

 Indigenous/ Local Abuses

 Abuses and Insults

28
Table 4.1 Categories of Offensive Words Used and Frequency of Usage

SN CATEGORY FREQUENCY OFFENCE LEVEL

1 Words for sex/ 16 Strongly disliked by many, very offensive

Sexual most of time, but occasional toe-stubbing use

Connotations appears tolerated but if added to other

words, it could be aggressive, thus

unethical

2 Body parts/ 3 Quite strong for some/ variations on this

Body

functions

3 Socially 1 Racial abuse which is generally considered

offensive very offensive and unethical. "If I was called a

words fucking nigger, I'd be more upset by the

nigger than by the

fucking.

4 Indigenous/ 2 Seen as quite offensive for some if not

Local words majority.

5 Abuses/Insult 21 Most offensive word to majority, and never

really acceptable (though some might
s occasionally use) in any setting at

all and should not be used.

TOTAL 43

29
Words for sex/ Sexual Connotations:

These are inappropriate words that are offensive, strongly disliked and sometimes seen as

aggressive in the mode of use, where and how it is used. Some of these words are; shag,

fuck/fucking, fuck off or fuck added to any word.

These are inappropriate words that have underlying sexual Connotations in them. They are not

slangs for sex or even the abuse of the body parts although they might look

familiar. Examples of these words are; whore, Bitch, motherfucker, slut, bastard e.t.c. words like

this is present in the Big Brother Naija 3 occurring once.

These words are often sexual words, words referring to sex or sexual slangs which could be very

annoying. In Big Brother Naija 3 words like these were often used. This occurred fifteen times in

the selected samples. When such words are used, it is used; in arguments to hurt the opponent,

smite the opponent verbally and gain the upper hand and to also show how shocked or

distressed one is about an occurrence.

The words used in the Big Brother Naija 3 reality television show in focus under this category

are: shut the fuck up, fuck, fucking, fucking stupid, fuckboy, fuckdown, and motherfuckers.

The use of fuck in its variations is strongly disliked by many, it is taken to be very offensive but

sometimes its tolerated based on the situation where it is used, while when the word fuck is

added to other words such as motherfuckers, it is not only

offensive but equally aggressive, it intensifies the offence.

For example,

1. On the 27th of March (day 58), Bambam said “bye mother fuckers” to all the

housemates as they were all going to perform a task, while Tobi also said bye arseholes

30
2. Another instance was on the 30th of January (day 2), Adedayo Adewunmi also known as

Dee 1 in a heated argument said “shut the fuck up” to another housemate

named Khloe (Abiri Oluwabusayo).

3. In the same vein, on a different day; 13th of February (day 16), Angel Awotarigha also told

Dee1 (Adedayo Adewunmi) to “shut the fuck up”.

4. Example: on the 31st of March, Khloe while rapping said “you’ve been lying to the bitch …

bitch will never come back … you gotta talk to the bitch.

5.

There are still more uses of words in these category which is shown in Appendix1

Body parts/ Body functions:

Words like shit, Ass, Arsehole/ Asshole, dick e.t.c, words that are used to describe the

functions of the body, body parts and activities the body does being used

inappropriately. They are words that abuse the body parts and are not appreciated in most

climates.

It could be called body shaming and thus not ethical. This also occurred three times in

the research.

Shit: this is seen as a mild toilet word, everyday language that is not really offensive but could

be if used by a child or young persons.

Example: on the 7th of February (day 10) Anto was in a conversation with Lolu.

31
Anto: … whoever offers me the best contract, this is football, I will go with any team oh … you

know you should get your Shit together.

Lolu: uhn uhn.

Arseholes: it is a strong word; there are also variations on the usage of this word.

Example: on the 27th of March (day 58), Tobi while telling the housemate goodbye as they’ve

been told to do a challenge said “bye arseholes”.

Ass: this is also a strong word, and there are also different views on this.

Example: on the 31st of March, day 62 of the show, Khloe while rapping said “bitch will never

come back to a nigger who’ll be lying like a lying ass”.

Socially offensive words:

These are racially abusive words and religious discriminating words to abuse a person baser

based on their color or race or abuse of the name Jesus. Such words are Nigger, Jesus Fucking

Christ, Jesus Christ e.t.c. Words like this came up once in the study.

It is racially abusive and in no circumstance should it be used, calling a black man or referring to

him as a Nigger is offensive and annoying, it is like you're abusing the black man with him skin

color. It would even be worse is the words fucking Nigger is used. Using words like this could

pass someone off as being stereotypic which can lead to conflict and this as a principle and rule

of ethics in communication is to avoid

stereotype.

The word nigger is seen as a racial abuse and the usage of this word is much more

offensive than words that are categorized under slang word for sex.

32
Example: on Day 62 of the show, Khloe in a rap song said a lot of this.

Khloe: I don’t lie nigger, look into my eyes, I don’t lie nigger … love can’t even find him because

he lost his love years ago and he can’t even say it because nigger be dead and gone … nigger

you’ve been lying to the bitch … never come back to a nigger

Indigenous/ Local words

This are also inappropriate words that are insulting in the Nigerian indigenous languages;

Yoruba, Igbo and Hausa. It appeared in the research twice and cannot be

overlooked.

You don dey kolo (you are mad): this is not found in OFCOM 2005 data but it is an

offensive word to majority, never acceptable (though some might occasionally use).

Example: on the 16th of March, Teddy A in an argument with Nina said “it be like say you don

kolo … it be like say you don kolo, you don dey kolo …”

Ewu: this means goat, calling someone this is synonymous to calling someone an

animal, it is also seen as offensive.

Example: day 60 was also not without drama; Alex called Ceec a ewu (goat) in a hot

argument.
Abuse/Insults:

These words are generally known to be used to insult a person or his character or

attitude with spiteful intentions. They make someone feel lesser than he or she is.

These words because they're very common might look normal but they're still very offensive

and annoying, it occurred twenty-one (21) times in the analysis, stupid, fool, foolish, mad, idiot,

mad, monkey, useless, worthless and more were used in different instances of the research.

33
Example:

On the 13th of February, Dee1 and Angel had a clash.

Angel: you have just shown that you are an imbecile … my friend shut the fuck up

Dee1: I no shut up, come shut me up now, you dey mad

Angel: you wan sleeplike a fucking nuisance, see as he be like monkey …

Angel: fuck off … being a fool is your job idiot … your job description is being stupid, fool, clown,

idiot, that’s what you do for a living.

Another instance, on the 7th of March, Ceec and Alex had a clash also.

Alex: are you okay?

Ceec: are you stupid

Alex: are you mad

Ceec: are you mad …

Alex: you’re an animal

Ceec: you’re insane, you’re stupid, you’re mad, you’re a fool, irritating piece of shit.

Alex: you’re mad; you’re an idiot and a stupid bitch, fucking stupid bitch, asshole, and

idiot.

4.3 Findings

The fact gotten from the analysis is now used to provide answers to research question and meet

the research objectives.

34
Research Question 1

WHAT PATTERN OF LANGUAGE IS USED IN BIG BROTHER NAIJA 3?

The data from this study shows that the Big Brother Naija 3 show, contained

inappropriate words which were categorized into 5 themes in the study; words for sex/ sexual

connotations, body parts/ body functions, socially offensive words, indigenous/ local abuses,

abuses and insults. The words were used with little or no reprimands in the reality show which

was aired publicly on Television.

Words in the different themes appeared at least once on the show and a total of fortythree (43)

inappropriate words were gathered.

Jenkins (2006) discusses swearing and says that confrontational language which violates taboos

is viewed as a powerful style of speech, and that swearing is considered powerful because it

challenges the societal class codes and thus swearing is unethical. This therefore translates to

the fact that the inappropriate words used are unethical. According to the function of a

producer, he is meant to inform entertain and educate his audiences through his content

knowing full well they learn and develop their action and visualize reality from what they see in

the media as stipulated by the cognitive and social learning theory used in the research. This

findings is further cemented by the findings of Raicheva-Stover in his study “You’ll see, you’ll

watch: The success of Big Brother in post-communist Bulgaria” where he found out that the big

brother show became responsible for penetrating a national discussion of taboo topics. Not

only that,

in the OFCOM 2005 study which was done to find out the misuse of languages on Television

shows, most of the participants said there was more offensive language used on television

today than a few years ago and that the language use has become stronger across many

program types and across all channels.

35
This thus is very dangerous to audiences of the Big Brother Naija show because they will tend to

use these words having learned them from the television.

Research Question 2

WHAT TYPE OF OFFENSIVE EXPRESSION IS USED IN BIG BROTHER NAIJA 3?

To answer this question, Table 4.1 will be used. The table shows the data in their subcategories

and their offense level, whether it is ethical or not which was gotten from the OFCOM (2005)

report. Considering the table, there are different types of word used, words that are slangs for

sex and sexual Connotations / orientations are fuck-up, motherfuckers, assholes, bitch; socially

offensive words is the usage of Nigger (which in contemporary times have been adopted as

greeting slangs by people, not in all the way offensive); and body parts can or body functions

such as shit, ass which are generally agreed to be offensive and inappropriate for public viewing

on television; other words under abusive/ derogatory remarks are stupid, fool, foolish, mad,

idiot, useless and worthless fool; and indigenous or local words such as ewu, you don kolo

which are also offensive but there are variations on it, depending on the person addressed.

In section 3 subsection 7 of the NBC code of conducts, it is stated that obscene,

pornographic or vulgar language, expressions, presentations and representations are

forbidden that is to show some measure of good taste and decency. Section 4

subsections 6 of the code also says that a station shall exercise responsibility, good tastes and

decency in the choice of lyrics, which in any case, shall not contain lewd, profane and vulgar

expressions.

36
The social responsibility theory which takes on the coloration of the society it operates in

stipulates that the media should be responsible to their audience, they should be free to

perform but they must come under checks and balances or regulations by the rules and codes

guiding the profession such as the NBC code. Thus the use of vulgar, profane or inappropriate

words and expressions is a breach of the broadcasting codes which is not ethical or even lawful.

The social learning theory also is to be considered here because programs being aired on

Television are meant for the audience and cognitive theory says whatever is seen on the screen

is learned and transformed into habits.

For the usage of such words to be prohibited, it therefore means that they are offensive. In the

OFCOM (2005) research, it was found out that multiple uses of swear words is disliked. Results

from the study shows that the words used as identified in this study

are offensive.
Research Question 3

AT WHAT RATE IS INAPPROPRIATE LANGUAGES USED IN BIG BROTHER NAIJA 3?

From the research, we could deduce that the occurrences of those words were not that

frequent but their occurrences could not have been excused as a mistake. The use of these

words was prevalent probably because there were no strict rules and very few reprimands on

the use of those words in the show. The show ran for 85 days for 24

hours per day and the data analyzed were 2-3 minutes snippets of each day.

The content analyzed were enough representative of each day to base conclusions on. Since

what was uploaded is what is used to represent the show and what they want the public to see

about the show, the occurrence of controversies were pushed forward and that was most likely

what was prevalent in the show and thus it is deduced that the use of these words are not that

high though it was prevalent.

37
Some of the scenes were edited majorly to include the action scenes and that still goes to show

that the rate at which inappropriate languages were used is high.

If these words were not seen very often by the public from the research gathered, it still means

the content of the show is toxic to the viewing public because they learn and perform whatever

is seen.

A study conducted by The Fuse Group (2005) on behalf of OFCOM found out that most

participants in the research believed that there was more offensive language used on television

today than a few years ago. This goes to show that not only is there frequent use of

inappropriate words in Big Brother, it is also common in other reality Television shows.

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary

This research work set out to comprehensively investigate the use, frequency and offensive

nature of inappropriate and inordinate words/ languages in one of Nigerians famous reality

television show; Big Brother Naija 3.

To this end, the work asks some basic pertinent questions like:

1. What pattern of language is used in Big Brother Naija 3?

2. What type of offensive expression is used in Big Brother Naija 3?

3. What is the frequency of the use of offensive expressions in Big Brother Naija 3?

These questions provide an illuminating guide to the study, and to answer these questions, the

research is limited to the spoken words of participants in the show and focuses on identifying

38
words that are seen as offensive, thus all highlights on the official YouTube website is analyzed

because it contains a snippet of each day’s occurrences.

In the course of the study, several works were reviewed from conceptual and empirical

standpoint, and cognitive, social leaning, social responsibility and utilitarian theories were

reviewed to give theoretical foundation to the study.

The thematic analysis was used to analyze the research data purposively through note taking.

The use of a research study conducted by the fuse group on behalf of OFCOM in 2005 was used

as a backdrop secondary data to infuse meaning to the findings of this study. The words use

was categorized into six; slang words for sex, body parts/ body

functions, ethnic/ religious words, sexual connotations, indigenous/ local words, abuses and

insults and words were analyzed as they fall under the categories. A total of fortythree (43)

occurrences of such words being used in arguments, fights, songs and normal conversation was

recorded and this was use to provide the findings of the

research.

5.2 Conclusion

At the end of this explorative work of thematically analyzing the Big Brother Naija 3 to assess

the use of inappropriate languages, certain facts were revealed which elicits

interesting conclusions.

On the basis of the facts gathered, the study concludes that there was the use of inappropriate

languages in the show which was aired as against the NBC code which prohibited its use for

decency and good taste. This was shown in the examples given and the words used were

further categorized based on the type of words they are; Slang words for sex, body parts/ body

39
functions, ethnic/ religious words, sexual Connotations, indigenous/ Local Abuses and abuses

and Insults

Secondly, it is concluded that the use of inappropriate words in the show is relatively high based

on the contents available and this is also a fit representation of the whole show to a large

extent and this was occurring mostly during disagreements or fights.

It could also be concluded from the facts gathered that the words used in the show are

inappropriate and unethical and have been categorized as unfit and unacceptable for airing on

the television shows by the NBC code of conduct in consideration for the audience. Though the

offensive nature cannot be fully captured and analyzed from the content, based on the previous

studies and research carried out we can conclude that the use of those words are offensive.

It is also concluded that further expert opinion is also needed to cement he offensive nature of

the show.

5.3 Recommendation

In view of the interesting facts revealed from the data gathered and analyzed, the study

therefore recommends that:

1. Television program producers should ensure that for every of their show being aired, it

must undergo proper screening to prevent the airing or transmission of inappropriate

words which in turn have effects on the audience.

2. Producers should also put in place certain structures or mechanisms that do not support

the use of inordinate words on their shows, they should be able to tell their participants

that once is a mistake but frequent occurrences cannot be tolerated. And punishments

or certain reprimands should be given to those that err.

40
3. Audiences also watching these shows, with the power of feedback, comments and

criticisms should also feel free to report frequent occurrence of such words on television

which are seen to be offensive and disgusting.

4. Participants on reality shows and television shows in general should recognize the

sensitive nature of what they engage in and desist from making use of such words

on television

5. Regulatory bodies and professional bodies such as NBC should make sure that

producers and Television stations adhere strictly to their laid down rules and principles and if

such is not done, they should be made to pay fines for it or if it is continuous and deliberate,

their licensed should be ceased from them.

5.4 Limitation of Study

The researcher during the course of this research encountered difficulties in getting sufficient

literature that would have further enhanced the work, at present there is no previous work

done on the subject matter and thus this posed as a problem.

Getting the source of the secondary data posed serious problems as the video contents were

not released after several official requests to the copyright owners so the researcher ended up

using contents from their YouTube account which was limited in size and also edited.

Logistics and time constraints are also problems the researcher faced. However, despite the

challenges the researcher did not allow the limitation to affect the success of the study.

5.5 Suggestion for Further Studies

41
This study assessed the use of inappropriate words in the 2018 Big Brother reality show tagged

Double Wahala, much is still needed to be spoken about on this issue to give experts much

needed information to make informed decision.

The study therefore recommends that further studies should be done to compare the use of

inappropriate words in two seasons of the reality show to ascertain if there is an increase and

why and to also make predictions for the future.

Further work should also be undertaken to ascertain the perception of the audience to

inappropriate words spoken on Television shows in general and their view on its

offensiveness.
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45
 APPENDIX I

Template adopted for Research Done

Words Categorization by OFCOM and other sources

CATEGORIZATI WORDS MEASURE
ON

Socially Nigger Racial abuse which is generally considered very

offensive words offensive. "If I was called a fucking nigger, I'd be more
upset by the nigger than by the fucking.

Body parts/Body Arse Mild not really offensive

functions
Bollocks Mild language to most except one 55+ group who
thinks quite offensive

Arsehole Quite strong for some/ variation on this

Cock Seen as quite offensive for some, especially older

groups and British Asian females, with its sexual
connotations. For others it is seen as a middle of the
road sort of word.

Cunt Most offensive word to majority, and never really

acceptable (though some might occasionally use). Very
strong word and particularly disliked by women.

Dick Most find this 'body parts' type of word only mildly
offensive

Knob Most find this 'body parts' type of word only mildly
offensive

46
 Pussy Some, especially women and older groups find this
really offensive

Shit Mild, toilet word, everyday language, not really

offensive (though could be if used about a child/young
person )

Retard Quite polarizing: offensive because of it effectively

refers to a disability, but many do not see this as an
issue. A few do, however; for one it is the new
'spastic'; others find it really objectionable

Sexual Queer Offensive to people because of their sexual

orientation and orientation, but most think it is quite mild; several talk
about the fact that the gay community has 'taken
connotations/
back' this word and uses it, so feel it cannot be so
Slang words offensive, but some men would not like to be called
for sex this.

Hoe Only known by younger groups and those from ethnic

minorities who are especially likely to think this is very
offensive, especially women. For African-Caribbean
men it can be used offensively.
It is like bitch - not whore

Punani Many are not sure what this word means;

AfricanCaribbean groups and British Asians do know it
and think it is offensive. Somewhat less offensive than
cunt

Bastard Polarizing - for some fairly middling, equivalent to

bitch, for others very strong and offensive

Motherfuc Most offensive and most can't see any context when it
ker would be acceptable

47
 Dickhead Somewhat polarizing. Some young people and older
groups find this really offensive, others feel it is quite
mild

Bitch for others very strong and offensive

Slut Most women find this moderately to strongly offensive

- like all words referring to sexual behavior

Whore Offensive, but especially to women, describes sexual

behavior; some men think it can be used in a jokey
manner

Wanker Quite offensive to British Asian women and older men,

but for most it is quite mild - equivalent to
'tosser'

Shag Quite offensive, with sexual connotations for some

(esp. British Asian)

Fuck/Fuck Strongly disliked by many, very offensive most of time,

ing but occasional toe-stubbing use appears tolerated

Fuck off is aggressive and seen as worse than 'fuck' 'Fucking'

added to other words intensifies any offence

Indigenous Ewu Seen as quite offensive for some

Languages
Ebod Meaning goat and is very offensive

Ode very offensive

Mumu very offensive

48
 Aboki It is translated in Hausa language to mean friend

but it could be very offensive to some

Omugo Seen as quite offensive for some

Others Seen as quite offensive for some

Abusive words Stupid Most offensive word to majority, and never really
acceptable (though some might occasionally use).

Foolish Most offensive word to majority, and never really

acceptable (though some might occasionally use).

Madman Most offensive word to majority, and never really

acceptable (though some might occasionally use).

Idiot Most offensive word to majority, and never really

acceptable (though some might occasionally use).

Others…

APPENDIX II

Data from the Analysis Done:

SN WHO WHAT TO CATEGORY OFFENCE SITUATIO
SAID WHOM LEVEL N

Day 2; 30th January, 2018

49
1 Dee Shut the Khloe words for Strongly Heated
1 fuck up sex/ Sexual disliked argument
Connotation by many,
s very
offensive most
of time,
but
occasional
toestubbing
use
appears
tolerated
Day 7; 4th February, 2018

2 Tedd You are a Abusive Most offensive A

yA stupid boy words word to discussio n
majority, and
3 Very stupid
boy never really
acceptable
(though
some
might
occasionally
use).

Day 10; 7th February, 2018

4 Anto Get your shit Lolu Body Mild, toilet Normal

together functions word, everyday conversati
language, not on
really offensive

(though could be
if used about a
child/young
person )

Day 16; 13th February, 2018

50
5 Ange Shut the Dee 1 words for Strongly disliked by A
l fuck up many, very offensive misunders
sex/ most of time, but tanding
turned to
Sexual occasional
argument
Connota toestubbing use
tions
appears tolerated

6 Dee You dey mad Angel Abusive Most offensive

1 words word to
majority, and
7 Ange See as he Dee 1
never really
l keep face
acceptable
like monkey
(though some
8 Being a fool is might occasionally
your job use).

9 Stupid, fool,
idiot

Day 19; 16th February, 2018

10 Ahne Fuck Nina words for Strongly disliked by An

eka many, very offensive argument
11 Fuck you too

12 You must be
fucking stupid

appears tolerated

13 Nina You are very Ahneek a Abusive Most offensive word

stupid words to

51
14 You are very majority, and
stupid never really
acceptable
(though some
might occasionally
use).
15 CeeC Fuck Ify words for Strongly disliked by A
many, very offensive conversati
and sex/ most of time, but on

Bamba Sexual occasional

m Connota toestubbing use
tions
appears tolerated

Day 23; 20t h February, 201 8

16 Bam Fuck Anto words for Strongly disliked by Friendly

bam many, very offensive conversati
on
sex/ most of time, but
Sexual occasional
Connota toestubbing use
tions
appears tolerated

Day 26; 23r d February, 201 8

17 CeeC You no get Ifuenad a Abusive Most offensive word Friendly

sense words to conversati
on turned
majority, and
argument
never really
acceptable
(though some
might occasionally
use).

Day 38; 7th March, 2018

52
18 CeeC Are you Alex Abusive Most offensive Hot
stupid words word to argument

majority, and
19 Are you mad
never really
20 Alex Stupid girl CeeC acceptable
(though some
21 You’re an might occasionally
idiot use).

22 CeeC You’re mad Alex

23 You’re a fool

Day 42; 11th March, 2018

24 Lolu Fucking To all in words for Strongly disliked by Exclamati

the house many, very offensive on
sex/ most of time, but
Sexual occasional
Connota toestubbing use
tions
appears tolerated

Day 47; 16th March, 2018

25 Tedd You don dey Nina Indigeno Most offensive Misunders

A kolo us/ local word to tanding
words
majority, and
never really
acceptable
(though some
might occasionally
use).
Day 50; 19th March, 2018

26 Bam Fucking mind Lolu words Strongly disliked A

53
 bam your business for sex/ by many, very conversati on
Sexual offensive most of
Connota time, but
tions
occasional
toestubbing use
appears tolerated

Day 54; 23rd March, 2018

27 Alex Fool Tobi Abusive Most offensive A

words word to
friendly
majority,
conversati on
and never
really
acceptable
(though
some might
occasionally use).
Day 57; 26th March, 2018

28 Bam Leave me the No one words for Strongly disliked by An

bam fuck alone in many, very outburst
particu sex/ offensive most of
lar
Sexual time, but
Connota occasional
29 Tobi tions
toestubbing use
appears tolerated

Day 58; 27th March, 2018

30 Bam Bye arseholes No one Body Quite strong for A

bam in parts some/ variation on
particu friendly
this
lar statement

54
31 Bye mother No one words for Strongly disliked by
fuckers in many, very
sex/

particu Sexual offensive most of

lar Connota time, but
tions
occasional
toestubbing use
appears tolerated

Day60; 29th March, 2018

32 Alex Idiot CeeC Abusive Most offensive An hot

word word to argument
majority, and
never really
acceptable
(though some
might occasionally
use).
33 Ewu Indigeno Seen as quite
us words offensive for some

Day 62; 31st March, 2018

34 Khlo Nigga everyo Socially Racial abuse which rapping

e ne offensiv e is generally
words considered very
offensive. "If I was
called a fucking
nigger, I'd be more
upset by the nigger
than by the fucking.

55
35 Bitch words for for others very
strong and
sex/ offensive
Sexual
Connota

tions

36 Khlo Lying ass Body Quite strong for

e parts some/ variation on
this

Day 75; 13th April, 2018

37 Lolu Calm the fuck Alex words for is aggressive and A

down seen as worse than reprimand
sex/ 'fuck'
Sexual 'Fucking' added to
Connota other words
tions intensifies any
offence

Day 80; 19th April, 2018

38 CeeC Be a fuck boy Tobi words for is aggressive and A

seen as worse than disagreem
sex/ 'fuck' ent

Sexual 'Fucking' added to

Connota other words
tions intensifies any
offence

39 Useless Abusive Most offensive

miserable fool words word to
majority, and

56
40 Stupid and never really
useless and acceptable
worthless (though some
might occasionally
use).
41 Fuckboy words for is aggressive and
seen as worse than
'fuck'
sex/
Sexual

Connota 'Fucking' added to

tions other words
intensifies any
offence

Day 84; 22nd April, 2018

42 Alex You’re stupid Nina Abusive Most offensive A

words word to conversati
43 Very stupid
majority, and on
never really
acceptable
(though some
might occasionally
use).

57