INFLUENCE
OF ULTIMATE SEARCH ON THE CONSUMPTION OF ALCOHOLIC DRINKS AMONG UNDERGRADUATE
STUDENTS
CASE
STUDY OF MINNA, NIGER STATE
CHAPTER ONE
INRODUCTION
1.1 Background of the Study
The use of alcohol and its misuse
by students on campus is no more news. Findings proved that about eighty of
every hundred tertiary institution students consume alcohol and fifty percent
of these consumers do so heavily. This heavy drinking among tertiary
institution students is not without consequences. Among the consequences
include: alcohol toxification, academic regression, fatal injuries, violence,
STDs, loss of lives, damage to properties, and jeopardy to future prospects.
These negative effects are not only suffered by the students who engage in such
heavy drinking, fellow students, especially the innocent ones also suffer the
consequences incurred by heavy drinking. These may include: sexual harassment
and diverse kinds of physical assaults. More so, the institution is not left
out among the sufferers of the resulting consequences. Often times, too many
resources are expended in order to address the damages such addiction may have
incurred on the facilities and infrastructures of the institution.
Alcohol is a liquid that is being consumed by
drinking and can be of different types or forms such as wine, beer, and liquor
which after being drunk gets absorbed by the stomach and then goes into all
body tissues through the blood stream (partnership for Drug free kids, 2014).
Alcohol in its purest form is
colorless, odorless, and inflammable and contains no nutrients for the body
(drugs. i.e.). The different type of alcohol in its purest form includes
methanol, ethanol, propane and other component made up of hydrocarbon and
hydroxyl group, but the alcohol that is
contained in drinks such as wine, beer and other alcoholic drinks is
known as ethanol. (Palo Alto medical foundation, 2013).
In many part of the world,
drinking alcohol is a behavior that is socially acceptable and that light
drinking may be good for the health, especially for the heart. But such health
benefits of alcohol cannot be compared to the numerous health risks associated
with its consumption. This means that the, the health detriment of alcohol
outweighs its benefits. The National Health Service (2014) asserts that,
although drinking less lowers the risks of harm caused to the health, drinking
has no guaranteed safe level.
Alcohol has been discovered to
have direct effect on the health. This effect includes diseases such as cancer,
diabetes and cirrhosis of the liver. It also aggravates the intensity of diseases
such as HIV because its weakens the immune system and effects positive response
to antiretroviral drug (health promotion agency, n, d). The Australian drug
foundation, (2010) have linked alcohol to both short and long term health
effects. The short term effect include confusion, blurred vision, poor muscle
control, nausea and sleep while the long term effects includes damage to many
part of the body such as permanent impairment of the brain and liver function
emotional difficulties such as depression and problems with relationships. Many
other long term effects identified by the foundation include but not limited to
cancer, brain and liver injury, memory loss, changes in red blood cells,
flushing and blushing of the skin, stomach ulcer, hepatitis, impotence and
death may result in severe cases.
Health Promotion
Agency. (n.d). Over all body effects. Retrieved August 17, 2014,
from:http://www.alcohol.org.nz/alcohol-you/your-body-alcohol/body-effects/overall-body-effects
The World Health Organization say the use of
alcohol is the world’s third leading problem after childhood malnourishments
and unsafe sex (Kelly, 2013). Alcohol negative effect is not only limited to
the health of its consumers, it has adverse effects on the society at large.
Alcohol does not only a personal problem but a society one. Relationship
problems like break ups, work problems like poor performance, and legal problem
like drinking and driving have been linked to alcohol (Australian Drug
Foundation, 2010). All these destructive behaviors in today’s society cannot be
overemphasized and alcohol stands to be one of the causes of these behaviors
(DrugAbuse.com, 2014).
While it is true that alcohol
consumption which often in the form of alcohol beverages, is connected with a
lot of health and societal problem, there are conditions responsible. Most if
not all of the scholarly literatures consulted did not only linked the
detrimental effect of alcohol to alcohol consumption but to abnormal alcohol
consumption. Several adjectives were used in different scholarly literature to
indicate the extent and manner of consumption that result in such effects. The
center for Disease control and prevention (2014) put if that, excessive alcohol
use has immediate effects that increase the risk of many harmful health
conditions. Drinking too much, either on a single occasion or over time is very
harmful directly to the health and indirectly to the society. Wendy(2013) state
that alcohol has a positive effect in the case of moderate use and negative effect
in the case of excessive use.
Alcohol consumption has therefore
been categorized based on the manner and extent of consumption. According to
drugAbuse.com,(2014). There are three categories of alcohol
consumption-moderate use, abuse, and alcoholism. Moderate use involves
consuming just enough for the body handling capacity while abuse has to do with
consuming more alcohol beyond the body handling capacity. Alcoholism which can
also be referred to as alcohol addiction is a situation where there is physical
and psychological dependence on alcohol such that it cannot be avoided. At this
stage, the body without alcohol will function abnormally.
The National
Health Service (2014) divides the alcohol consumption categories into
Lower-risk drinking, increase risk drinking and higher risk drinking. The
service exposed that lower risk drinking has a low risk of causing future harm
because drinking is although consistent, but within limit. Low risk drinking is
not safe because alcohol holistically is not completely safe. Increasing-risk
drinking increases the risk of damage to the health and higher risk drinking
has the highest risk of damage. The service further recommended that for low
risk drinking men and women should not regularly drink more than 3-4units per
day and 2-3units per day for men and women respectively while higher risk
drinking is regularly drinking more than 8unit daily or 50units weekly for men
and 6units daily or 35unit weekly for women.
It is therefore
follows that while alcohol consumption is not completely safe, it is the
abusive consumption of alcohol and alcohol dependence (alcoholism) that results
in much health, social and environmental problems the world today.
The center for
disease control and prevention (2014) recorded that excessive alcohol
consumption is responsible for 35percent of child maltreatment, 2 out 3
incidents of intimate partner violence and 88,000 yearly deaths in united state
World health
Organization (WHO) has raised fresh alert over harmful use of alcohol even as
it linked the habit to rising cases of non-communicable diseases and sudden
deaths. According to the new report titled Global
status report on alcohol and health 2014, which was Released by WHO, worldwide, 3.3 million deaths WHO said, equivalent to 5.9 percent
of global deaths (7.6 percent for men and 4.0 percent for women). In comparison, HIV/AIDS is responsible for
2.8 percent, tuberculosis causes 1.7 percent of deaths and violence is
responsible for just 0.9 percent.
in 2014 were due to harmful use of alcohol; alcohol consumption not only
lead to dependence but increases people’s risk of developing
more than 200 diseases, including liver cirrhosis and some cancers; harmful drinking can lead to
violence and injuries and harmful use of alcohol makes people more susceptible
to infectious diseases such as tuberculosis and pneumonia.
While in Nigeria, Coleman (2010) states that numerous highway
accidents and criminal activities have been a result of alcohol consumption.
The Media with its
ability to motivate, mobilize and stimulate courses of action could be one of
the factors influencing alcohol consumption. According to Joel, (2004) alcohol
affiliated media programs such as portrayals of drinking, placement of
alcoholic products; event sponsorship by alcohol affiliated organizations may
have effect on alcohol consumption and problems on student. Ultimate search also known as Gulder
Ultimate Search is a Nigeria reality Television series that is created and
sponsored by Nigerian Breweries plc (Wikipedia, 2014). Ultimate Search as an
alcoholic Beverages company sponsored Television reality show is most likely to
be thought of as motivating alcohol consumption in Nigeria. But studies have
not been carried out to find out whether Gulder Ultimate Search influence
alcohol consumption among Undergraduates in Niger State or not or Nigeria as a
whole.
1.2 Statement of the Problem
Any issue that affects the social, physical, environmental and economic
well being of any nation becomes a problem to that nation that need to be
solved. Due to its effects alcohol consumption; abuse and alcoholism have
become a societal problem in Nigeria and the world at large. According to Spesh
(2012), the consequences of alcohol abuse or addiction are devastating to such
extent that both national and international organizations around the world are
worried about its spread among the Nigerian youths. These consequences includes
but not limited to severe health issues, social violence among students,
robbery, mental issues and lawlessness. Spesh (2012) also put it that.
“A growing concern in the minds of
socio-political analysts and trend observers however, has been the growing
number of Nigerian youths that get attracted to, and often times, remain stock
in the pool of hard drugs and substance abuse.”
When it comes to the issue of
alcohol consumption, Nigeria really have problem. In fact, Nigeria ranks 27th
position worldwide in alcohol consumption among adults 18 and above in litters
per capital per year and as a result, the leading African country in alcohol
consumption (Kachy, 2012).
Pela (1989) in a study of alcohol
established that the problems posed by alcohol consumption, especially by
female are increasing .use disorders among Nigerian University Student by Adewuya,
Ola and Abola(2007), it was concluded that, alcohol use disorders are common
among Nigerian College Students. Another study on influence of alcohol abuse on
crime among student in obio/Akpor Local Government Area of River State of
Nigeria by Oriji. (2012), found that the influence of alcohol abuse among
youths obviously makes them commit crimes in the study area. It therefore
follows that the rate at which Nigerian youth’s lose control over alcohol
consumption is on the increase.
According to Suleiman, (2013). Alcoholics and other drug abusers have high rate of anti-social behaviors and
the rate at which youths in Nigeria indulge in anti-social activities reveals
the future danger that await the country if drastic actions are not taken to
curtail the spreading trend. This calls for the adoption of a proactive
measures to avert the impeding danger associated with alcohol consumption
especially its abuse and dependency among youth in the country. This study
therefore set to investigates the question: To what extent can it be argued
that Ultimate Search has influenced Undergraduates in Niger State to consume
alcoholic beverages.
1.3 Objective of Study
This study aims at establishing a
relationship between Ultimate Search reality show and alcohol consumption among
Undergraduates in Niger State so as to help proffer solution to the
alcohol-related problems.
Specifically the study sets to:
1. Find out if Undergraduates in Niger
State watch Ultimate Search show.
2.
Find out if Undergraduates in Niger State consume alcoholic beverages.
3. Find out if watching of Ultimate
Search Show influence the consumption of alcoholic beverages among
Undergraduates in Niger State.
1.4
Research Questions
The following research questions were
postulated to guide the study:
1. Do
Undergraduates in Niger State watch Ultimate Search Show?
2. Do
Undergraduates in Niger State consume alcoholic beverages?
3. Does
watching of Ultimate Search increase consumption of alcoholic beverages among Undergraduates in Niger State?
1.5
Justification for the Study
The
drive of this study is to probe into how Ultimate Search Show has been
effective in influencing Undergraduates in Niger State in drinking alcohol. It
will be very pertinent if I say findings of this study will serve as a guide
for the government and other regulatory bodies and NGOs to find a path in right
direction in their bid to curb drinking of alcohol and reduce alcohol related
diseases in the country. Also, it will be useful and worthwhile for student and
scholars especially in the media and medical arena in search for lasting
solution to the menace caused by alcohol drinking. Lastly mishap like car crash
can be forestalled and this kind of report can be very useful to Nigerian Road
Safety Commission (FRSC).
1.6
Delimitation of the Study
This
study was specifically anchored on knowing the influence of Ultimate Search on
the consumption of alcoholic beverages among Undergraduates in Niger State. The
scope of the study was limited to only the Undergraduates in Niger State which comprises
of students in Federal University of Technology Minna and Ibrahim Badamasi
Babangida University Lapai.
1.7
Operational Definition of Terms
It
is relevant to define terms like Influence, consumption, Alcoholic beverages,
and undergraduate students, ultimate search.
1.
ALCOHOL: A volatile flammable, colorless liquid containing ethanol. It is
the intoxicating ingredient in wine. Includes every other drink (beverage)
containing it.
2.
CONSUMPTION: take in through the mouth (to drink).
3. INFLUENCE. The power to motivate and
compel action.
4. UNDERGRADUATE STUDENT: it includes all
students running an academic program that leads to the award of bachelor’s
degree.
5.
ULTIMATE SEARCH: Also known as
Guilder Ultimate Search (GUS) it is a local content television series initiated
and funded by the Nigerian Breweries PLC.