Effects Of Mass Media On Yoruba Culture And Tradition

1.2 Statement of the problem

It cannot be over emphasized that the television media have taken a center stage in our daily activities especially in the 21st Century with the emergence and consolidation of different television stations and service providers. It has been observed in cities that satellite and cable television stations have a greater amount of audience than the local television stations.

Deviance in behaviours of youths have been seen as an adverse effect of mass media nowadays. So many things have accompanied the advent of ICT in the world. The mass media has served and is still serving as a channel of propagating and disseminating information around the globe through printed and non-printed channels like Tv, radio, newspaper, magazines, etc. These channels carry lots of information which the public access. Most of the information in the air especially Tv are that of the western world due to civilization, these information are aired without checking the kind of effect they will have on the masses. Culture of a group of people can easily be altered as a result of the kind of information the people watch and hear. The Yoruba culture and tradition is a very unique and respected one in the history of Nigeria.This study tends to examine the effect of mass media on Yoruba culture and tradition.

1.3 Objective of the study

The main objective of this study is to examine the effects of mass media on Yoruba culture and tradition using Erin Osun as a case study. The study seeks to find out the level of extend exposure to programmes and adverts on Tv, Radio and other forms of mass media have negative effect on Yoruba culture and tradition.Also to find out if the improvement of local programmes and adverts on Tv, radio and other forms of mass media will increase Yoruba community’s preference for local media product.

1.4 Research Questions

1. To what extent has exposure to programmes and adverts on Tv, radio and other forms of mass media have negative effect on Yoruba culture and tradition?

2. To what extent does the improvement on local programmes and adverts on Tv, radio and other forms of media increase Yoruba community’s preference for local media product?

1.5 Research hypotheses

HA1: More exposure to programmes and adverts on Tv, radio and other forms of mass media will tend to identification of western stars as models.

HA2: The improvement of local programmes and adverts on Tv, radio and other forms of mass media will increase Yoruba community’s preference for local media product.

1.6 Significance of the study

This study on the effects of mass media on Yoruba culture and tradition will be relevant to the public especially to the Yoruba tribe because it will bring to their knowledge the negative effect of the exposure to mass media on their culture and tradition. It will also serve as a reference material to students and scholars who may carryout research on this topic or related domain.

1.7 Scope of the study

This study focuses on the effects of mass media on Yoruba culture and tradition in Erin Osun, Osun State. The study tends to examine the extent the exposure to programmes and adverts on Tv, radio and other mass media have negative effect on Yoruba culture and tradition. The study is limited to youths of Erin Osun, Osun State.

1.8 Limitation of the study

Finance, time and availability of materials were the major constraints that the researcher encountered while carrying out this study.

1.9 Definition of terms

Culture:This is the total way of life of a people.

Tradition:This is a belief or behavior passed down within a group or society with symbolic meaning or special significance with origins in the past.

Mass Media: A social institution created to perform, as required by thesociety identifiable tasks of information, interpretation, education and entertainment. In performance of those role. It employs technologies of commutation such as radio, television, film telegraph, newspapers and magazines e.tc. To comic ate message to a large, heterogeneous, anonymous, scattered and transitory audience.