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Author(s): Gideon Uchechukwu Nwafor (Ph.D), Edith Chinelo Onuama.

Volume/Issue: Volume 3 , Issue 1 (2023)

Abstract:

The representation of drug and substance use in contemporary media, particularly in music videos, has become a subject of increasing concern due to its potential influence on young audiences. This research investigates the portrayal of drug-related themes in Tiwa Savage's music video "Asake Loaded" and explores its impact on students of Chukwuemeka Odumegwu Ojukwu University (COOU). The study was anchored by Social Learning Theory adopting the Survey research method to obtain data from 370 respondents through Krejcie and Morgan sample size determination table. The findings reveal that the "Asake Loaded" music video presents drug and substance use in a glamorous and normalized manner. It prominently features images of drug consumption, partying, and extravagant lifestyles, potentially romanticizing drug use for impressionable viewers, including college students. The research further indicates that a considerable number of COOU students have watched the video, and some report being influenced by its depictions of drug-related content. Based on the findings, the study recommended that artists like Tiwa Savage should be encouraged to consider the potential influence of their music videos and promote responsible messages that discourage glamorization of drug and substance use.

Keywords:

Representation, Drug and substance use, Tiwa Savage, Musical video, Asake Loaded, Influence.

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