International Communication Channels and Cultural Hybridization of Ignatius Ajuru University Students

Abstract

This study examined international communication and cultural hybridization at Ignatius Ajuru University of Education (IAUE), Nigeria. The studyanchored on Social Learning Theory (SLT) to drive its theoretical framework. The population of the study comprised 10,000 students in IAUE. The sample size was 370 drawn from the population using Krejcie& Morgan sample size determination table. A total of 370 copies of questionnaire were administered to the respondents in the study area. Data were analysed using mean scores and standard deviation. Findings revealed that international communication exerted a strong influence on students’ dress culture, primarily manifested through identity expression, the adoption of global trends, cultural hybridity, and tension with local norms. Social media platforms were identified as the most prominent channel of influence, significantly outweighing other channels like international media and online shopping. The study identified conflict between globally influenced sartorial choices and the university's dress regulations, which students often viewed as outdated as a major challenge. The study concluded that dress culture at the university is a dynamic site of globalization, where global trends are actively reinterpreted within a local context, creating a need for more adaptive institutional policies. It was recommended among others that the University should incorporate modules on media literacy and cultural identity into general studies courses to help students critically evaluate global fashion influences.