MASS MEDIA AND CULTURAL RE-ORIENTATION IN NIGERIA: PROSPECTS AND CHALLENGES
DOI:
https://doi.org/10.60787/AASD-v2i1-37Keywords:
Mass Media, Culture and Cultural-OrientationAbstract
This study examined the positive correlation between the mass media and cultural preservation and re-orientation in Nigeria. The study maintained that the mass media are parts and parcels of the people’s culture and that culture is learned and transmitted through the mass media. This paper adopted the qualitative research method and reviewed the available literature in the field of media and cultural studies. The mass media are reputed to play a crucial role in cultural mediation and the culture industry is made up of the mass media industry. This work posits that culture constitutes the whole life of a people which includes their customs, habits, beliefs, religions and crafts, language, technology and dance among others. The mass media are the custodians of culture and they also enhance the transmission of cultural and social heritage from one generation to the other. The prospect of the mass media in facilitating cultural re-orientation lies in their power to frame and set agenda for the people based on their programmes and programming geared towards mental re-adjustment and positive thinking towards growth and betterment of the country. This paper noted that the major challenge facing the mass media in attempting cultural re-orientation is the diverse ethnic and multi-cultural nature of Nigeria. The study recommended that the mass media should hype the truth, transparency, patriotism and altruistic leadership as a panacea to any impediment against the entrenchment of acceptable cultural values in Nigeria.
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