IMPLICATIONS OF USING MASS MEDIA

The study sought to investigate the implications of using mass media as a medium for promoting and preserving Nigeria’s cultural values in Oredo LGA, Edo State. Four research questions were raised to guide the study. The descriptive survey method was utilized for the study. The population of the study comprised residents of Oredo Local
Government Area in Edo State, Nigeria. A total of 150 respondents constituted the sample of the study. The research instrument was titled "Implications of Using Mass Media as a Medium for Promoting and Preserving Nigeria’s Cultural Values in Oredo LGA, Edo State." The data collected were analyzed using descriptive statistics. The descriptive analysis involved frequency count and mean score. A criterion mean of 2.50 was set as the benchmark for decision making. It was found that television programs have a significant impact on the promotion and preservation of cultural values among the residents. It was also revealed that radio broadcasts contribute positively to cultural awareness and preservation efforts. Furthermore, the study indicated that social media platforms are effective in engaging the younger population in cultural preservation activities. The study concluded that mass media plays a crucial role in promoting and preserving Nigeria’s cultural values in Oredo LGA, Edo State. Based on the findings and conclusion of the study, it was recommended, among others, that cultural programs should be integrated into regular media content, and there should be increased collaboration between media houses and cultural organizations to create engaging content
that highlights Nigeria’s rich cultural heritage