ROLE OF TELEVISION AS AN INSTRUMENT OF PROMOTING INDIGENOUS LANGUAGE AND CULTURE

ABSTRACT

The study investigates the role of television as an instrument of promoting indigenous language and culture with a particular focus on OSBC. OSBC especially Orisun F.M, Ile-Ife remained one of the surviving indigenous channels in Nigeria focusing on Yoruba cultural development especially Yoruba language and culture. The study was anchored on the Cultivation Theory, Cultural Norms Theory and Social Learning Theory. Survey research method as a quantitative design was adopted while 100 copies of questionnaire were administered to 100 respondents out of which 96 copies were returned for analysis. The data collected were analysed in frequency and percentage method and tables. Findings show that OSBC is highly promoting indigenous language and culture through news, features and vox pop and coverage of festivals and carnivals while the death of Yoruba language, poor attitude toward Nigeria cultures and economy problem formed the major challenges battling OSBC. It is recommended that OSBC should develop mobile applications and other digital platforms where people can read, listen and watch OSBC channels on the go while ministry of information and culture and other stakeholders should support OSBC to stand firmly as a reputable channels for cultural promotion.

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