IMPLICATIONS OF USING MEDIA AS A MEDIUM FOR PROMOTING

ABSTRACT

This study, focused on the implications of using media as a medium for promoting and preserving Nigeria’s cultural values. It was discovered that due to globalization and the exponential rate at which those in the developing world are embracing western cultures, concerns have been raised as to the future of Nigerian cultural heritage. At the end, it was observed that the importance of promotion and preservation of cultural heritage in every society by media cannot be overstressed, especially in developing African countries such as Nigeria. Culture is learned, socially acquired traditions and lifestyles of a society. The promotion and transmission of cultural heritages has been a herculean task to accomplish as western culture and media have created undeniable changes in the Nigerian cultural space, subjecting it to continuous changes positively or negatively. Hence, there is a dire need for the Nigerian media to counter or check the influx of western media contents and increase efforts toward the promotion and preservation of indigenous cultures. Culture cannot be transmitted without communication; it must be through a channel of communication if it must reach a heterogeneous audience or populace. For this research, Albert Bandura’s Social Learning Theory (SLT) was deployed, this study assesses the functioning of Nigerian media as promoters and preservers of Nigerian cultural values. The qualitative method was adopted involving 15 discussants. Findings revealed that to some extent, Nigerians, especially the youths now have more regards for foreign culture than our own core values due to the fact that Nigerian media promotes more of the Western culture. Furthermore, findings showed that the Nigerian culture is threatened by social media activities and that enough is not being done by the Nigerian media to promote its cultural heritage. The study thus recommended that priority should be given to local contents as this will make the African culture appear indispensable and important. Conclusively, the study also recommended that relevant policy documents such as the National Cultural Policy, National Broadcasting Commission, etc., should be strengthened and implemented to provide a congenial environment for the media to effectively be used as tools to promote and preserve Nigerian cultural values.