Project proposal on:

Evaluation of broadcast media as a means of cultural development

INTRODUCTION
Background of the Study
The media have roles to play in promoting cultures of the people across societies. According to
Ademola and Okunola (2013), mass media institution is a significant force in modern culture
because it reflects and creates cultures. Ayakoroma (2011:1) corroborates that: For us to
effectively harness our culture for national development, there is need for the media to partner
with key stakeholders in the sector to promote its activities. This attention from the media will
act as an impetus to create a synergy aimed at effectively propagating sustainable development
of the sector.
The broadcast media, for instance, have over the years been used as tools for the promotion of
people’s cultural norms and values especially in Nigeria. For instance, Adeniyi and Bello (2006)
in Adegoju (2013) showed that the people have actually recognized the importance of the
broadcast media in promoting indigenous cultures through programmes aired in Yoruba.
Programmes of the broadcast media focusing on the people’s way of life and living (cultural
traits) could be disseminated to the populace for their sustenance.
According to Adegoju (2011), cultural traits that could be transmitted on the broadcast media
include songs, drama, and local music, and can be strategically linked with other cultural
practices such as marriage and naming ceremonies to support the promotion of people’s cultures.
Duyile (2005) cited in Adegoju (2011:3) recalls the successes of the broadcast media from the
past thus: …producers went to town in search of cultural talents in many areas: drama, songs,
dances, musical plays and comical displays. The highlights of these exercises were the various
discoveries made by the station in its talent hunts. Those talents discovered later became
international, national and local celebrities in African cultural music, and dances, and in other
entertainment fields.
Radio is particularly found to be handy in playing considerable roles in supporting the
propagation of local cultures of the people in developing societies. The medium can be employed
to pass vital information about the right attitude, behaviour, knowledge,
techniques and skills, which are expected from the people for sustenance of their cultures.
Asemah, Anum and Onyeka (2013:17) demonstrate how radio can be used for promoting cultural
norms and values thus: radio can be used as a source of entertainment through arts and cultural
festivals, musicals and dramatic performance, by local singing groups, masquerades and other
music and drama groups.
According to these authors, the mass medium can be used to share the world around them and
beyond their immediate environment.
Crucial factors are attributed to why radio is suitable for the propagation of cultural norms and
values of the people across societies. According to Asemah, Anum and Onyeka (2013:17),
…the medium’s appeal to both the literate and illiterate audiences, make radio the most fertile
medium. Radio is the most effective medium of information at the grassroot level in Nigeria. It
has assumed this powerful dimension because of many factors like, natural disposition, coverage
area and cost.
The preceding discourse shows that when appropriately used, the news media particularly radio
could play effective and contributory roles in facilitating the promotion of cultural norms and
values of the people in Nigeria and beyond. That is, media content can be packaged and designed
in such ways that facilitate the development and sustainability of cultures of the people. Radio,
due to its wide reach, portability and its ability to transcend literacy barriers is noted to be a
potent tool for promoting indigenous cultures of the people in developing societies such as
Nigeria.
Similarly, Onabanjo (2002) in Okudo and Ifeagwazi (2014) revealed that radio is portable,
accessible without electricity, relatively economical and almost universally available. This shows
that radio broadcasts when appropriately packaged can play notable roles in the promotion of
indigenous cultures across societies. It is against this backdrop that this paper explores the role of
radio broadcasting in promoting indigenous cultures of the people of Nigeria
Statement of the Problem
Broadcast media plays a significant role in cultural development, it is important to acknowledge
its potential defects or shortcomings in this regard. Here are some common issues and criticisms
associated with broadcast media's impact on the development of culture:
Stereotyping and Cultural Misrepresentation: One of the key criticisms is that broadcast media
often perpetuates stereotypes and misrepresents certain cultures or ethnic groups. This can lead
to biased perceptions and reinforce prejudice.
Cultural Homogenization: Some argue that the dominance of global media conglomerates can
lead to cultural homogenization, where diverse cultural identities are diluted or replaced by a
more uniform, commercialized culture.
Cultural Appropriation: Broadcast media may sometimes engage in cultural appropriation, where
elements of one culture are adopted or imitated by another culture without proper understanding
or respect. This can be offensive and disrespectful.
Loss of Traditional Values: Rapid exposure to globalized media can lead to the erosion of
traditional cultural values and practices, especially among younger generations who are more
influenced by external media sources.
Objectives of the Study
However, the objectives of the study were as follows:
 To promote and preserve the cultural identity of a community or nation by showcasing its
traditions, values, customs, and heritage
 Aid transmission cultural heritage
 To celebrate cultural diversity by highlighting various cultural expressions, languages,
cuisines, and art forms.
 To facilitates cultural exchange by allowing people from different cultures to share their
stories, experiences, and perspectives, promoting cross-cultural dialogue.
 To preserving cultural heritage for future generations.

Research Questions

1. What is the programme of exposure on indigenous cultures of Yoruba people?

2. What are the Yoruba indigenous cultural norms and values that are highlighted in Television
broadcasts accessed by the audience?

3. In what ways has Television broadcasting contributed in promoting the indigenous cultures of
Yoruba people?

Research Hypothesis

H0: To promote cultural through the use of broadcast media

H0: Some culture are now being changed due to the ideology and the advent of the new
broadcasting media

H0: The prevalence of certain languages in broadcast media diminish the use of indigenous
languages, potentially leading to language loss and cultural disconnect.

H0: Broadcast media can be used for political or ideological purposes, potentially promoting
biased narratives that distort or manipulate cultural values.

H0: The dominance of global media can result in the decline of locally produced content that
reflects and preserves unique cultural elements.

Scope of the Study

This project has been properly designed to observe and evaluate the broadcast media as a means
of cultural heritage using a popular private television station; AIT Television.

Inspite that the study is limited in some areas, our findings can assumed to apply generally to the
other AIT because they are all exposed to one culture or the other.

However, this study limits itself to only one electronic media that is audio-visual (Television).

For clarity and concise, this study is basically a study on AIT newsroom communication
technology and the role of it to promotion of cultural heritage.
Significance of the Study

Effort is made in this study to find out whether broadcast media promote the cultural heritage
and improved work efficiency of AIT staff in actualizing or attaining the goal of its mission
statement of sharing the African experience.

Operational Definitions of Significant Terms

TELEVISION: It is an audio-visual electronic device and also a telecommunication medium

CULTURE: This refers to the cumulative deposit of knowledge, experience, beliefs, values,
attitudes, meanings, hierarchies, religion, nations of time, roles, spatial relations, concept of the
universe, material objects and possessing acquired by a group of people in the course of
generations through individual and group striving.

EDUCATIONAL PROMOTION: This keeps an individual to have basic knowledge of both

SOCIETY: This is a group of people who share common heritage and culture.

TECHNOLOGY: This is an act of transmitting information and technical method of achieving

INTERNET: Are computers equipped with and connected to telephone and television networks.

GLOBAL VILLAGE: It means bringing the entire world to our door via digital and other
electronic hypersensitive means.