THE USE OF ELECTRONIC MEDIA FOR CULTURAL PROMOTION IN NIGERIA

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CHAPTER ONE

INTRODUCTION

• BACKGROUND OF THE STUDY

The role which the mass media play in the day-to-day running and shaping of the society cannot be underestimated. The mass media, especially the electronic media, which include Radio, Television integrate the communal functions of the society: relating both the internal and external environment. This they do by re-creating, maintaining and reinforcing people, this means in their daily operations, the electronic media operate as essential tools for the direct projections of ideas, thoughts and information.

According to Becker L. (1983, 20) “The choice of behaviour, policies and services which help people to select and construct picture of the world around then tend largely to depend on communication and its pattern of handling information”.

SCHRAMN, W. (1963; 2), in his own view aligned indirectly with the belief of the above writer that “All sorts of technological innovations have accompanied the explosion of the electronic media, which opened sources and resources for information and entertainment, to support cultural and social changes”.

Despite the world-wide increase in the studies of the televised cultural programmes, little is known of how people perceive such programme; the major reason for this study is to find out if electronic media is an effective instrument for cultural propagation, since the electronic media reach millions of individuals daily and reflect societal values, these media have become targets for heavy scrutiny by researchers interested in determining the effects of cultural programmes on people. There is also strong evidence that at least some dysfunctional activities have been brought through interactions with Television and Radio. That is why CHUKUKERE, G. (1988; 148) in her own view stated “The electronic media have become a major force in Nigeria socio-cultural, political and economic development”

Melton, G. et al (1987; 20) on his own side rightly put it that “All media have the potential to affect culture and socialization”.

With all these we can see that the influence of the electronic media goes a long way in our national heritage, most especially the cultural propagation of Mgbidi town.

A BRIEF HISTORICAL BACKGROUND OF MGBIDI TOWN.

Prior to the Institutionalization of Mass Communication , in its present form, community development had progressed form one generation to another generation.

In the days of old, communities or villages groups undertook various forms of projects such as villages, halls, Village Square with “juju” shrines and various other traditional projects peculiar to different communities. Such developments were usually initiated by age-grades in conformity with established traditions of the local area. The scale of such projects depended on the size of the community and the community’s quality of leadership and also available resources.