Salvaging the Nigerian identity An exploration of the media and cultural promotion in Nigeria

Authors

  • Osakue Stevenson Omoera Federal University Otuoke, Bayelsa State
  • Okechukwu Chukwuma Enugu State, Nigeria

Keywords:

Media, Culture, Nigerian identity, Cultural promotion, Nigeria

Abstract

This is a discourse on the cardinality of the media in promoting culture in Nigeria. Employing the analytic and direct observation methods, we used Albert Bandura’s Social Learning Theory (SLT) as a lodestar to apprehend the issue of cultural promotion via the media. It was argued that the media is very relevant and potent for the promotion of culture. It was also argued that that the media is effectively playing this role of cultural promotion in Nigeria based on the fact that several constitutional and legal provisions have been made by the Nigerian government to ensure the effective performance of such responsibility by the media. It was further claimed that over the years, the media in Nigeria have continued to ensure compliance by providing relevant media contents on Nigeria’s culture with the ultimate aim of promoting the Nigerian identity. The conclusion reached is that both the ethnic minority and the ethnic majority cultures of the country are relatively well represented and promoted by the Nigerian media, but there is room for improvement.

Author Biographies

Osakue Stevenson Omoera, Federal University Otuoke, Bayelsa State

Department of English and Communication Studies, Faculty of Humanities, Federal University Otuoke, Bayelsa State, Nigeria

Okechukwu Chukwuma, Enugu State, Nigeria

Communication and Media Consultant, Enugu State, Nigeria

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Published

2024-04-09

How to Cite

Omoera, O. S., & Chukwuma, O. (2024). Salvaging the Nigerian identity An exploration of the media and cultural promotion in Nigeria. Journal of Creative Arts, Communication and Media Studies, 2(1), 83–93. Retrieved from https://journal.ku.ac.ke/index.php/JCCM/article/view/467

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