This research work focused on evaluation of the role of radio in preserving and maintaining Gbagir culture focus on Nasarawa Broadcasting Service. It is shown that the role of mass media especially in promoting and propagating cultural values in our society cannot be over emphasized. The researcher adopted survey research method coupled with questionnaire was used to collect data from the selected respondents within NBS. Researcher was able to find out that radio particularly NBS is propagating cultural of Gbagir. Similarly, majority of the respondents said the impact of radio on Gbagir culture should be encouraged as it creates positive impact in preserving and maintaining culture of Gbagri tribe The researcher also recommended that the radio should try to promote our culture instead of potraying that of the western culture.
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Related: promoting culture, cultural preservation, gbagir culture, role of mass media in culture