EFFECT OF MASS MEDIA ON YORUBA CULTURE AND TRADITION (A STUDY OF YORUBA YE MI ON R2FM 89.3)

MASS COMMUNICATION PROJECT

ABSTRACT

This study examined Effect of Mass Media on Yoruba Culture and Tradition. The study was guided by four objectives specifically to find out the level of exposure to “Yoruba Ye Mi” programme among Ibadan residents, to examine their perception of the programme in the promotion of Yoruba culture and tradition, to find out the influence of the programme in the understanding of Yoruba cultural and traditional practices among the residents of Ibadan and to determine the influence of the programme in their inculcation of Yoruba culture and tradition over foreign culture. Survey research method was adopted while purposive sampling was used to select the respondents. Questionnaire was used as research instrument. The study found that majority of the respondents said the media is helping to promote Yoruba culture and tradition in the areas of dressing and languages. It recommended that government agencies regulating the activities of media in Nigeria should ensure that mass media promote indigenous culture through 40% of their contents.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

TABLE OF CONTENTS

Title Page                   

Certification   

Dedication

Acknowledgement

Abstract

Table of Content

 

CHAPTER ONE: INTRODUCTION

1.1       Background to the Study

1.2       Statement of the Problem      

1.3       Objectives of the study                      

1.4       Research Questions

1.5       Significance of the study       

1.6       Scope of the Study    

1.7       Justification of the Study

1.8       Operational Definition of Terms

           

CHAPTER TWO: LITERATURE REVIEW                                         

2.1          Introduction

2.2          Conceptual Model

2.3.1       Concept of Mass Media

2.3.2       Concept of Culture and Tradition

2.4          Mass Media and Society

2.5          Globalization and culture

2.6          Nigeria Media and the Indigenous Cultures

2.7          Yoruba History and Traditions

2.8          Theoretical Framework

2.8.1       Cultural Norms Theory

2.8.2       Cultivation Theory

2.8.3       Relevance of the theory to the study

CHAPTER THREE: RESERCH METHODOLOGY    

3.1       Introduction   

3.2       Research Design        

3.3       Population of the Study         

3.4       Sample and Sampling Technique       

3.5       Research Instrument

3.6       Validity of Research Instrument

3.7       Reliability of Research Instrument    

3.8       Method of Data Collection

3.9       Method Data Analysis

CHAPTER FOUR:  DATA ANALYSIS AND PRESENTATION                   

4.1       Introduction   

4.2       Data Analysis

4.3       Discussion of Findings

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION

5.1       Summary        

5.2       Conclusion     

5.3       Recommendations     

5.4       Limitation of the Study

5.5       Suggestion for Further Studies

Reference       

Appendix