TELEVISION PROGRAMMING FOR SOCIAL DEVELOPMENT: A STUDY OF AAJIIREBI PROGRAMME ON AFRICA MAGIC YORUBA

Abstract

Media create norms and role models for people to emulate and imitate; television as a medium has the persuasive powers that can trigger change in number of ways in any society. Television programming for social development, a study of “Aajiirebi” on Africa Magic Yoruba. The researcher discovers that “Aajiirebi” programme on Africa Magic is an informative and educative programme, but it must be designed for the advantage of every member of the society through syndicating to other local television stations outside Africa Magic. Using the Agenda-setting theory and Social responsibility theory, the researcher examines how television programming influences and educates a significant number of its viewers, this work also reveals the capacity of television as the greatest carrier of image, to reach people in their homes simultaneously which other media cannot achieve, this is one advantage the medium has in its function to establish a new social order. The research work adopts the use of qualitative method to gather relevant data. The study urge media practitioners to create more development programmes whose contents should be relayed on television medium with new ideas and vision for the general development of the society.