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The title of this research work is to examine the role of mass media in cultural promotion a case study of owerrimunicipal. The media play an important role of shaping public image of the masses and in so doing pressurethem to behave according to cultural norms of the country. The objective of this project is to: examine the role of mass media in cultural promotion,identifying the efforts being made by mass media to promote indigenous cultural values and examine the impact the mass media have made in sensitizing, promoting and educating theNigerian public their cultural values thereby helping them to understand their identity andmaintain it.The scope of this study is centered on the role of mass media in cultural promotion a case study of owerrimunicipal.With the use of simple random sampling techniques from the population of 240people, the researcher selected 150 people.
1.1 Background of the Study
The media play an important role of shaping public image of the masses and in so doing pressurethem to behave according to cultural norms of their country and this is achieved withcommunication which plays a vital role in development, bringing about behavior and lifestylechanges. Any activity to be successfully accomplished requires communication, and effectivecommunication will be achieved when a person is able to convey what he wants to say clearlyand precisely and is able to understand correctly what the other person is saying. The culturaland lifestyle of citizens in a community is learned and passed from generation to generation andthe culture of a particular society is dynamic, people learn and embrace new ideas, new ways ofbehaving and new and emerging trends. Every culture should be preserved for it is a society’sdistinct way of life. Cultural education is done through communication channels liketelecommunication and the mass media since everyone engage in intrapersonal, dyadic, smallgroup,public, mass communication and computer-assisted or online communication (Gamble &Gamble, 2010:4). The mass media is an important factor in Nigeria. They have important roles to play in the area of cultural education and national development. The mass media support and enhance development programmes in the country. The media offers a learning ground for people, and are used to learn about what is happening around the world (Turow, 2009, p. 21). The masses learn from the media, and rely on the media for information getting educated in the process.
1.2 Statement of the Study
It has been observed that culture determines the developmental pace of a society because thetraditional values of a people are related to the pace with which they accept or reject the demands of socio-economic development. The culture of every nation is an important aspect of that nation and should be preserved especially by the media which exposes the masses to the activities happening around them. This paper will explore the role the print media is playing in passing Nigerians culture from one generation to the next and in its preservation.
1.3 Objectives of the Study
The media play an important role of shaping public image of the masses and in so doing pressurethem to behave according to cultural norms of the country. The objective of this project is to:
1. Examine the role of mass media in cultural promotion.
2. Identifying the efforts being made by mass media to promote indigenous cultural values.
3. Examine the impact the mass media have made in sensitizing, promoting and educating theNigerian public their cultural values thereby helping them to understand their identity andmaintain it.
1.4 Research Questions
The research questions of this research are as followed:
1: What is the role of mass media in cultural promotion?
2. Did mass media promote indigenous cultural values?
1.5 Research Hypothesis
The research hypothesis of this research work are:
Ho: Mass media do not have any significance role in cultural promotion.
H1: Mass media have any significance role in cultural promotion.
1.6 Significance of the Study
Through the analysis of the mass media reception, this study will highlight some benefits that could be derived from cultural programme portrays. It will as well give insights to the extent the identified borrowed culture could be arrived or altered for the greater benefit of the individual and Nigerian society at large. This would pave way to nation building which all the third world are aiming at. Since cultural programmers or promotion would influenced writers, students, producers, directors and publishers, it would not be surprising that it can be used as a historical document to measure future changes.
Another significance is to find out the effectiveness of the various existing cultural programmes in the mass media.
Last but not the least, this study is believed to guide people in the way they live their lives such as the way of dressing, speaking, eating, dancing, and greeting. That is to say that it’s beneficial to the society rather than one that will make them look or behave negatively in the society.
1.7 Scope/Delimitation of the Study
The scope of this study is centered on the role of mass media in cultural promotion a case study of owerrimunicipal.
As usual with a study of this nature, these researchers hereby made the following assumptions:
With the advancement, of technology in the field of mass communication, there trends to be growing awareness among societies. Therefore there is a general belief that people’s perceptions and understanding of media messages are considerably high.
It was also an assumption that people embark on industrialization as a result of mass media influence.
Furthermore, people more often attached importance to message programme through radio on a regular basis had chances of making impact on its audience. It was also assumed that most rural dwellers in Imo state speak and hear English and Igbo language in which the radio and TV station and also online/electronic media use.
1.9 Limitation of the Study
Theresearchworkislimitedtomass media in cultural promotion.Themainconstraintoftheresearchisdividedintothefollowing parts.
a) Timeconstraints-duetotheshorttimegivenforthestudy,the researchercouldnotgetalltherequiredinformationneededforthe study.
b) Finance-asaresultofmoneyconstrainttheresearcherhadnot enoughmoneytocarryoutthestudybeyondthelevel.The researchercouldnotvisitplaceswherenecessaryinformation relevantto thestudycouldbeobtained.
c) Attitudeofrespondents–someoftherespondentswereunwillingto cooperatewiththeresearcherbecausetheyfelt,theyhavenothing tobenefitfromthestudybothfinanciallyandotherwise.Besides theywereafraidoflosingtheirjobs,ifallinformationneededare releasedto theresearcher
1.10 Conceptual and Operational Definition of the Study
Mass Media: refers to a diverse array of media technologies that reach a large audience via mass communication. The technologies through which this communication takes place include a variety of outlets.
Broadcast media transmit information electronically via media such as films, radio, recorded music, or television. Digital media comprises both Internet and mobile mass communication. Internet media comprise such services as email, social media sites, websites, and Internet-based radio and television. Many other mass media outlets have an additional presence on the web, by such means as linking to or running TV ads online, or distributing QR Codes in outdoor or print media to direct mobile users to a website.
Culture: Culture is the social behavior and norms found in human societies. Culture is considered a central concept in anthropology, encompassing the range of phenomena that are transmitted through social learning in human societies.
Promotion: refers to any type of marketing communication used to inform or persuade target audiences of the relative merits of a product, service, brand or issue.
OwerriManicipal: is a Local Government Area in Imo State, Nigeria. Its headquarters is in the city of Owerri. It has an area of 58 km² and a population of 127,213 according to the 2006 census. The postal code of the area is 460.
Imperialism: is a policy or ideology of extending a nation’s rule over foreign nations, often by military force or by gaining political and economic control of other areas.
Cultural Propagation: The promotion of people’s way of life; spread more widely.
Electronic Media: These are media for information dissemination, which involve the use of electrical impulses. It includes radio, television and film/cinema.
Effective Instrument: This means an effect that is the impact registered on something, able to bring about the result intended.
Cultural Propagation: The promotion of people’s way of life; spread more widely.
Gamble, T. K., & Gamble, M. W. (2010). Communication works (10th ed). New York: McGraw-Hill
Turrow, J. (2009). Media today: An introduction to mass communication (3rd ed). New York: Routledge