Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
1.0 INTRODUCTION
media communications can bring sweeping changes of attitudes and behaviour among
the key actors in local, national and global tourism for peace, security and sustainable
tourism would usher in monumental and historic changes in the country. As the
verdict goes, the media has a social responsibility to enhance the blending of local,
national and international cultural values for enriched politics, society and economy.
knowledge will drive the new global tourism through partnership initiatives such as:
peace and security, conflict resolutions for eco tourism, quality tourism, Joint
The role that the media is playing in the various aspects of life is becoming
increasingly greater each day, especially in spheres like social interaction, and cultural
and educational aspects of our life. As archaeological monuments can articulate the
traditions, customs and heritage of the past, the media can in its turn clarify today's
values and civilizations of the different countries and hence attempt to correct any
have messages and missions with various dimensions. The media contributes greatly
1
Before discussing the role of the media as an instrument in tourism policy, it
should be noted that, broadly speaking, the relationship between tourism and the
media is one of inclusion. When speaking of tourism policy that focuses on specific
areas of tourism, the media become a mediator between tourism and society, meaning
that they mediate in a process of conveying tourism products from the producers to
culture and tourism industry. This strategy involves the planned communication
services and the interface between service deliverers and beneficiaries where people
the expected changes. This can be done by media advocacy targeting all key
techniques can barriers and promote better uses participatory message design which
combines both traditional and modern media. Like: The internet granted the freedom
enjoyed by print media and common carriers such as letters, mails, and cable to the
public media. Through audio streaming it is possible to enhance the reach of radio
signals to any part of the world. The internet’s vast capacity enables each media house
to exhaustively investigate and publish in depth analyses. Internet radio is not limited
to audio as pictures, images, digital files and graphics are accessible to the users.
Advertisers and their audiences can easily interact via the internet broadcasts. Majid
et al.(2011).
2
The media have a crucial role to play in putting emerging destinations. The
relationship between tourism and the media is vital and complex. Tourism is highly
dependant on media reporting because the vast majority of travel decisions are made
by people who have never seen the destination first hand for themselves. When there
is bad news or a crisis the impact on tourism can be devastating. Tourists are scared
Kazemzadeh et al.(2011)
Tourism is currently the world’s largest industry with annual revenues of over
3trillion dollars. It provides over six million jobs in the United States, making it the
accommodations, eating and drinking, retail shops, entertainment businesses and other
hospitality and tourism services provided for individuals travelling away from home,
of work and residence, the activities undertaken during their stay in those destinations,
the facilities created and the services provided to care for their needs. The
3
According to the NTDC (2007) organized tourism in Nigeria dates back in
1962 when the Nigeria Tourism Association (NTA) was formed by a group of private
practitioners to project the tourism potentials in Nigeria and encourage both domestics
and international tourism. The efforts of their association led to the international
(WTO) in 1964 and the promulgation of degree 54 of 1976 establishing the Nigeria
tourism board. Also the (NTDC) Nigeria Tourism Development Cooperation, 1992
thus, became the apex tourism agency of the Federal Republic of Nigeria charged
become a mediator between tourism and society, meaning that they mediate is a
(2004) defined mass media as that which covers all the activities and process to bring
buyers and sellers together. Mass media is the mode of communication which
provides information about products, service and places; people move to different
destinations for the purpose of leisure, rest, sightseeing and recreation. Their choices
of destination depend upon the information they get from mass media. That is, they
choose destination based on what they have heard, read or seen from mass media
general public through television, Radio, Newspapers, journals and internets etc.
convincing people to visit a tourism destination from which they have little or no
knowledge at all, and even less effective in convincing people to visit a place for
4
which they have negative (-) experience. Therefore, a profound knowledge of mass
media is very necessary, if the destination has a good reputation; advertising is the
most economic and effective way to promote those tourism destinations in Nigeria
state such as Osun Shrine, Azumiri Blue River, wonder tree in Amakama, national
war museum in Umuahia, National Museum, Ile-Ife, Osun Oshogbo Grove, Olumirin
waterfall etc.
brand image and for communication on the existence of such tourism destination in
Nigeria. The internet vast capacity enables each media to exhaustively investigate and
publish in depth analysis. Mass media have a crucial role to play in tourism
development, the relationship between tourism development and mass media is virtual
dependent on mass media because the vast majority of travel decisions are made by
tourist who has never seen the tourism destinations for the first time.
Ananda (2011). Tourism development and mass media refers to all the
activities such as skill development, jobs and wealth creation and marketing of
tourism products through various channels of mass media so that tourist will get to
people experience culture. Hence cultural learning can be enhanced by promoting and
sustaining the moral and community life of the Nigeria people. Despite the stipulation
of the NBC code, radio broadcasting in Nigeria (especially private stations) continue
to be criticized over the foreign nature of its content, while its local content feature a
5
high level of hybridization- an infusion of western and Nigeria tourism and culture-
which do not necessarily compliment the culture of its listener, but which exposes
them to modes and values that are contradictory to their own culture. This raises the
major concern over the tourism and cultural modes and values that would be
transmitted to the next generation of Nigerian youths who constitute the majority of
radio programme listeners and are at risk of losing the basic thrust of their cultural
heritage. This research also points to the issue of low level of tourism and cultural
education and awareness among people in the society. The situation is responsible for
culture and tourist sites such as National Museum, Ile-Ife, Osun Oshogbo Grove and
medium.
4. to examine the extent to which mass media can influence the final decision of
a tourist.
6
5. to evaluate the contribution of radio programmes in teaching and learning the
How does the mass media (Unique Fm-103.1) use its cultural programmes
to improve people’s way of life and make the society a better place?
programmes?
programmes?
Hypothesis
H0: Mass media has no significant impact on culture and tourism industry
H1: Mass media has a significant impact on culture and tourism industry
This research work is expected to serve as an eye opener for all categories of
people to learn about their culture and tourist’s sites through radio programmes. The
work is significant because it will explain in details why people need to be conversant
7
with their culture. In this research work, ways and manners by which people can learn
programme promotes cultural norms, values and ethics just as it serves as a means of
acquiring cultural education which will aid and promote societal decency. The
research becomes significant because it is one of the ways of exposing the radio
stations as a means of promoting Nigerians cultural heritage among youths. The study
Media house: mass media organizations will benefit from this work
Citizens: Nigerians will through this study know the benefit of mass media
in the area of socialization and teach their children what and when to listen
to radio programmes.
In the light of the above, this research draws attention to the need to
assiduously harmonizing the cultural elements of the Nigeria people, and in most
specific terms examine the working of Unique FM (103.1) in the area of cultural
promotion.
8
1.6 Limitation of the study
researcher in sourcing for the relevant materials, literature or information and in the
Time constraint- The researcher will simultaneously engage in this study with other
academic work. This consequently will cut down on the time devoted for the research
work.
This aspect of study is aimed at explaining the meaning of terms used in this
TV, radio, billboards, direct mail, telephone, fax, and internet. (Wikipedia)
Culture: Culture is a word for people's 'way of life, meaning the way groups do
things. Different groups of people may have different cultures. A culture is passed on
Tourism: Tourism is “the business of providing things to do, place to stay etc while
people are on holiday. A tourist is thus the individual who travels to a place for
9
Hybridization- an infusion of western and Nigeria tourism and culture- which do not
necessarily compliment the culture of its listener, but which exposes them to modes
Commission Act, cap. NII, laws of the Federation, 2004 and vested with the
responsibilities of, amongst other things, regulating and controlling the broadcasting
term is employed especially in the field of history, cultural studies, and postcolonial
theory. (Wikipedia)
Cultural tourism: Cultural tourism can be defined as that activity which enables
people to experience the different ways of life of other people, thereby gaining at first
cultural significance which remain from earlier times. Cultural tourism differs from
Socialization: the process by which, through contact with other human beings, one
10
Norms: These are regarded as collective representations of acceptable group conduct
Belief is the state of mind in which a person thinks something to be the case, with or
without there being empirical evidence to prove that something is the case with
(Wikipedia)
culture over others, now usually through the exportation of cultural commodities such
11
CHAPTER TWO
2.1 Introduction
cannot satisfactorily define. This is so because it is both a field of study and a set of
is vital to our existence as human beings; it is like the air we breathe that everyone
needs it.
verbal and or nonverbal messages, sent, received and comprehended”. John Fiske (8)
tallies with what Mowlana and Wilson (2009) says when they see communication as
“social interaction by means of messages which are both human and technological”.
through which persons or groups relate to each other and share information,
occurs in forms and ways and through different outlets. Communication can be
12
However, due to advancement in technology, the media is taking the lead by
serving as the most efficient and effective way through which communication can be
achieved. The media can be classified into different form which is the print media and
Electronic media includes television, radio, and film. The media in specifics the
electronic medium is the major and most reliable form of mass communication.
These channels are simply regarded as the major gateways through which large
therefore a term used to denote a section of the media specifically designed and
envisioned to reach a very large number of people such as a state, nation or country.
The media comprises books, journals, magazine, newspaper, radio, film and
society. This perspective has been generally accepted as a long standing traditional
role of the television and radio as a catalyst for change in the society. This suggests
that television and radio are relevant in power distribution and in watching over the
extent to which such power has positively and negatively impacted the people. The
fact that television and radio transmits ideas, entertainment and information to
targeted audience shows that it is responsible for influencing the behavioral patterns
of people in the society. Sometimes those activities take the targeted audience
unaware yet they themselves are trapped in the mainly station of the desired behavior.
Most developing countries like Nigeria have in the past revolutionized their capacity
to communicate with their own citizens through the power of television and radio.
This is due to its massive outreach, linguistic barrier breakage, easy to operate nature
13
and instantaneous effect. Television and radio has a special authority in the sense that
it raises public and official awareness about different development issues such as
Television and radio communicates new facts and skills and as well as helping
(2004), “the functions of the mass media (far beyond entertainment and information)
include presenting views, events and cultural life through images and stories that
if broadcasting in Nigeria is to bring about cultural learning and fulfil the Unique
FM(103.1) cultural objectives, its content must be seen to propagate the various
elements of culture which are: languages, customs and traditions, norms and values,
festivities, rites, rituals, dressing codes, music and food. However, the level of
practice and transmission of these elements from one generation to the next is highly
hospitality services provided for individuals or groups traveling away from home. The
World Tourism Organization (WTO) claims that tourism is currently the world’s
largest industry with annual revenues of over $3 trillion dollars. Buhalis et al.(2008)
14
The United Nations World Tourism Organization (UNWTO, 2007) defines
tourism as 'the activities of persons travelling to, and staying in places outside their
usual environment for not more than one consecutive year for leisure, business and
other purposes not related to the exercise of an activity remunerated from within the
place visited’.
work and residence, the activities undertaken during their stay in those destinations,
suppliers, host governments and host communities in the process of attracting and
Enterprise development
Public-private partnerships
Infrastructure development
15
Management of natural resources (water, energy, waste)
involved create, share and exchange meaning with reference to cultural, political, and
Rogers, (2003); Melkote and Steeves, (2001). It is shared meaning—a process that
There are vast numbers of stakeholders, with their different and sometimes
opposing interests and agendas. The multiple stakeholders at both national and local
levels must be able to access the information they need to understand their long-term
interests, articulate their opinions, identify proposals, and network effectively with
one another. Tourism development choices must balance between national and local
needs, public and private sector, host communities, civil society, tourists, and mass
media. Political choices, in particular, must reconcile immediate returns and longer-
term benefits, which requires a clear and well-defined vision. Sustainable tourism
development thus represents a very complex task. This implies that communication
huge role in supporting sustainable tourism development and managing its multiple
16
dimensions. Communication can create and facilitate a system that allows
Effective use of communication tools can also link products to markets, and
data bases) are key to developing sustainable tourism policies. Wogu (2006)
The word culture (from the Latin cultural stemming from colere, meaning to
cultivate) has been defined and used in various ways by different classes of people.
However, the word culture is mostly used in three basic senses and they are:
Excellence of taste in fine arts and humanities also known as high culture.
The set of shared attitudes, values, goals, and practices that characterizes an
Culture is a very crucial term and in view of this it has been subjected to
17
accumulated resources, immaterial as well as material, which people inherit, employ,
transmit, add to and transmit. Lan Robertson also defined culture as “all the shared
Another scholar Kroeber (2003) defined culture as “the mass of learned and
transmitted motor-reaction, habits, techniques, ideals, values and the behavior they
induce”. From the above definitions, it is obvious therefore that culture is the totality
of learned socially transmitted behavior. It includes ideas, values and customs (as well
as the music, language, dress pattern, food types, sign symbols and pattern of social
The concepts of culture and society are closely related. Culture is defined as
people living in the same territory who share a common culture. We really cannot
have one without the other (unless you want to call archaeological remains and
historical records ‘culture’). People in society create culture; culture shapes the way
people interact and understand the world around them. From the above explained it
can be seen that culture determines what we know, what we don’t know and what we
part, from social influences. Here, group is considered to be the species-typical unit,
whether it is a troop, lineage, subgroup, and so on. Culture is a stream flowing down
through the centuries from one generation to another. Each generation contributes
something to this stream, but in each generation something is left behind, some
18
Culture is critical to survival of human race because of the nature of animal we
are, unlike most animals that are specially adapted to the environment in which they
live, we lack special physical characteristics such as long fangs, sharp teeth, jaws,
enable us to survive in an hostile environment. But like the higher primates (which we
are one of its type), we share a number of important characteristics such as sociability,
schooling, locomotion (humans alone walk erect), symbolic speech (using symbols to
speech). Every Human possesses a highly developed and complex brain which allows
lack instincts (or if they exist they are not readily apparent). It is our culture that thus
such as finding shelter, food and clothing. Culture provides guidance for our everyday
lives; social organization which keeps us from tearing each other apart. Every
generation has to learn from the culture of its society or it will perish.
Kluckhohn(2003)
All the basic institutions of the society; the economy, education, religion,
recreation, politics represent the need that society must meet and ways of meeting
these needs are handed over from one generation to the next. The key point is that all
behavior is learned. Humans can change culture without changing genes. Biology sets
19
the stage by giving us unique capabilities that distinguish us from other species;
Television
Fictional genres in television series have been the major mass media and have
Media-induced tourism indicates that people visit sites where movies and TV
programs have been filmed (Beeton, 2005). Media is essential on tourism; as a result
programs will continue to influence beliefs and behaviors individually and socially as
the use of television and video popularize quickly (Brown & Singhal, 2006). Motion
pictures, such as televisions and films, have become more influential than print media
due to high reliability and good accessibility of the information sources (Butler,
2001).
Urry (2002) referred to modern tourists as post-tourists who visit the film site
through the television, video, and film and form an image of destination to travel.
The empirical research proved that films and television drama series are great ways to
raise awareness of destination image without any changes or campaigns for tourist
attraction (Tooke & Baker, 2006). Kim, Agrusa, Lee, and Chon (2007) stated that
television is one of the most effective tools for appealing the public among visual
media. The fact that visiting the place featured in the drama of the viewers who are
20
Film
strong impact on many people in a short period. Watching movies is a major leisure
activity throughout the world (Kim & Richardson, 2003). In study of Hahm and
Wang (2011), they mentioned that film is one of the most important motivational
mass media for tourism. Film tourism is defined as tourist visits to a screened
location that was featured in film, television, or video, also referred to as movie-
According to Beeton (2005), people visit the film site where the movie has
filmed,experience the film or to get more closed to the celebrities. Riley and Van
Doren (2002) conducted a research about the effect of attracting tourists through film
and asserted that film has an ability to advertise the destination in the long run, which
could lead to enhance the image of the featured destination and increase public
awareness of the town by utilizing the storyline and the perfect camera framing.
portrayed in films could increase the number of tourists (Riley & Van Doren, 2002,
2004; Tooke & Baker, 2005). In the aspect of destination marketing, film-induced
destination marketing concepts and have given attentiveness to mass audiences. Film
is also considered as a more credible and trustworthy mass media source compared to
Radio
Due to its outreach, Radio is still the most effective medium even today. The
use and place of radio in our social system has, however, undergone a huge change
21
during the last 30 years. The concept of centralised radio broadcasting through
Medium Wave and Short Wave broadcasters is shrinking and community radio
through the FM broadcasting is now order of the day. The FM radio, started in the
early 1990s, has now expanded to small towns and in rural areas as well because of its
low cost and easy maintenance and operational convenience. Though the FM
broadcasting has shown a mushroom growth, but importance of the Medium Wave
and wider coverage, are required for reaching out to the far-flung areas, and the
Short Wave broadcasting is important for covering even farther areas inside the
country and across the borders for communication of the messages of good will,
brotherhood and projection of country’s soft image to its neighbours and friends.
Blackshaw, et al (2006).
Print Media
Chalmers (2003), published guidebooks were the one of the most typical information
for tourists. The use of travel guidebooks is widely welcomed by tourists such as
beach tourists, film tourists, etc (Law, Bunnell, & Ong, 2007). Zillinger (2007a,
2007b) found that travel guidebooks played an important role in guided tourism
guidebooks on these processes can generally be divided into two categories. First,
(2000) confirmed that guidebooks facilitate and encourage the formation of certain
22
images of places without actual visitation. Next, there was a possibility that
2002). They could give an impression both the desirable and undesirable aspects of a
certain destination and induce tourists to choose among the product options (Carter,
Depending on the extent of tourists how much they accept the perspectives,
their individual interests and demands would be varied (Lew, 2002). Robertson and
Rogers (2009) defined newspaper was an important medium in the decision making
process of tourists. There were many preceding studies that newspaper had a
carryover effect (Clarke, 2003; Givon & Horsky, 2004; Herrington & Dempsey, 2005;
Tull, 2006).
According to the study of Kim, Lee, Mjelde, and Lee (2014) about the
carryover effect, for example, newspaper reports had a positive effect on attendance
with this media effect increasing for the first four days after publication. Through
information collecting process, potential tourists were able to solve doubts and
Internet
Nowadays, people generally recognize that the Internet is the most used
information source (Choi & Lee, 2009; Sorensen, 2003). The Internet basically
reformatted the way people gather tourism-related information when they plan to
travel and purchase the trip (Buhalis & Law, 2008). Tourists tend to devote more
time and effort on the more unfamiliar destination when searching for information
before making their purchase decision (Fodness & Murray, 2009). This is a
23
particularly important process because information search is the first step toward the
The Internet has had a profound impact on business generally since the mid-
1990s (Wirtz, Schilke, & Ullrich, 2010). It has resulted in creating new business
models and provided more choice and information for consumers (Benson &
In recent years, the World Wide Web approaches have spawned large
amounts of user-generated content in the form of travel blogs and reviews (Huang,
Chou, & Lin, 2010). Thus, the Internet is now considered as a critical factor to the
success of tourism products and services (Buhalis & Licata, 2002; Carson, 2005). As
the Internet has had a significant impact on the tourism sector, this has been reflected
in a number of research studies examining various issues related to the topic (Law, Qi,
& Buhalis, 2010). Xiang and Gretzel (2010) asserted that there are two mega trends
that have developed on the Internet: social media websites and Internet searching.
The changes can significantly impact the tourism system. Being one of the
two “mega trends” that can significantly impact the tourism system. According to
Doolin, Burgess, and Cooper (2002), the tourism industries acknowledged that the
design of tourism websites were able to provide a virtual experience for tourists about
a destination, and were able to influence the formation of a tourism destination image
in their minds.
The Internet has changed the ways of travelers’ consumptions for hospitality
services besides online web searches and bookings (Ong, 2012). The tourists, in
24
particular, have greater access to gain more information, compare prices and acquire
overall greater choice and convenience. Indeed, it is argued the Internet has
facilitated a shift of power from travel providers to consumers since they now have
access to a wide range of travel providers on the Internet that often compete on price
organizations, and corporates in the hospitality. Travel agencies, for example, use
Global distribution systems are used for reservations, information search, client
corporate and organizational websites already have online pressrooms that provide
journalists with access to crucial information and media materials such as press
audio/video clips, and many downloadable materials (Yoo & Kim, 2013).
According to Yoo et al. (2013), official state tourism websites have been a role
tourism websites are considered as credible sources (Cox, Burgess, Sellitto, &
Buultjens, 2009) for the tourists. Their study emphasized that it was important to
Pettigrew and Reber (2010) referred an online newsroom on U.S. state tourism
25
Social media
2006; Blackshaw & Nazzaro, 2006; Buhalis & Law, 2008; eMarketer, 2007; Chan &
Guillet, 2011; Xiang & Gretzel, 2010). Social media and the World Wide Web are
two popular media, which have brought about pervasive changes in business-to-
From the study of Li and Wang (2011) and Thevenot (2007), they defined social
media that the Internet has evolved from a broadcasting medium to a participatory
platform that allows people to become the “media” themselves for collaborating and
sharing information.
profiles and sharing information and experiences (Chiu, Hsu, & Wang, 2006). The
businesses when they make purchase decisions on hotels, cruises, tours, and
In recent years, there are numerous social media types on the Internet. Akar
and Topcu (2011) sorted the major types of social media; social media represents a
variety of forms such as social networks (e.g., Facebook), photo sharing sites (e.g.,
Flickr, Photobucket), video creating and sharing sites (e.g., YouTube, Ustream),
26
online communities, microblogging tools (e.g., twitter), social tagging (e.g., Digg),
newsreaders (e.g., Google Reader), public Internet boards and forums, review/rating
individual websites.
According to Bodnar’s study in 2010, on each day, more than 3 million photos
are uploaded to Flickr, 5 million tweets, and a million new blog entries are posted on
Twitter and other blog sites. The accessibility of social media is uniquely easy, so
that potential consumers enable to acquire, and share information online by uploading
pictures, sharing the experiences with their friends and family. Additionally, they
share information and knowledge about the product and services as well (Hajli,
large number of consumers (Ong, 2012). Reviews can also affect the morale of the
hospitality team and impact recruitment efforts (Frumkin, 2007). Goeldner and
Ritchie (2006) have shown that most consumers prefer familiarity over novelty when
traveling to a new destination for the first time. Social media is widely used by repeat
visitors; they share their experiences with newcomers or other repeaters and try new
Mobile
Association’s (CTIA) wireless industry statistics (2012), the number of the U.S.
mobile phone subscribers was around 322.8 million by June 2011. According to U.S.
Census Bureau, the U.S. population of February 2011 was around 313 million (U.S.
27
Census Bureau, 2011); in other words, the mobile phone usage rate was over 100%.
owners in June 2012 were approximately 114 million in the U.S; it means that nearly
Mobile phones have developed with faster processors and enhanced operating
systems and have delivered “smartphones” that allow people to use them as fully
access, user-friendly interfaces, and various applications that are able to support
tourists (Xiang & Gretzel, 2010; Wang, Park, & Fesenmaier, 2012). With the advent
of iPhone from Apple in 2007, the number of smartphone users gradually increased
Internet browser, music player, GPS navigator, mobile TV, and camera (Shin, 2014).
According to the survey that conducted from the Telegraph (Richmond, 2012),
Internet browsing was ranked in the first place for smartphone usages while making a
phone call was ranked in the fifth place for smartphone usages.
even the existence of one is often dependent on the existence of the others. The
following subtopics are devoted to discuss the connections among the three terms or
concepts.
28
result of which, Rogers (2005.) conclusively asserts that “cultures must communicate
their content to future generations if they are to survive.” Accordingly, it can be said
preserve and pass along cultural features from one place and time to another.
and maintenance of culture and its elements within and across generations. Creation
inhering mass communication. When we talk to our friends; when a parent raises a
child, when teachers teach; when grandparents pass on recipes, when politicians
campaign; when media professionals produce content that we read, listen to and
watch, meaning is being shared and culture is being contracture and maintained
(Ibid,2002:10).
which cultural elements_ customs, beliefs, language, roles, rules, laws or other
patterns_ are created and shared among its members. Indeed, it works cross culturally
as well. One can say, therefore, that culture is created, shaped, transmitted and learned
According to Jandt (2004), the reverse also is the case; which is,
communication practices are largely created, shaped, and transmitted by culture. Any
communication behavior that does not take the social context into account, not
differently, unless the way we communicate, both verbally or nonverbally, fits to the
29
value and norms of the communicator(s) or the dominant society, the communication
This might even extend to the extent of putting the life of the communicator(s)
at risk. Discussing on this case, Rogers (2005) suggests that communication at the
very first place, if to be fruitful and safe should be highly situational and context
bound. He further writes: knowing the cultural background of your counterpart and
therefore.
values often create their own contributions to the changing nature of culture. In this
As Kellner (online) observes: The media are profound and often misperceived sources
think, feel, believe, fear, and desire and what not …. They show us how to
dress, look and consume; how to react to members of different social groups, how to
be popular and successful and how to avoid failures, and how to conform to the
Servaes (2002) also speculates that mass media are considered institutions by
which the new meaning systems are transmitted in ritual manner in a community. The
very idea is that, the media as means and agents of communication do have the
30
potential to influence the culture of their society (indeed, that of others, too) positively
and/ or negatively. The controversial issue of cultural imperialism can show us the
double sided impact of the media on culture. Fortunately (may be unfortunately too),
there are few physical borders between countries in a globally mediated world.
Krug (2006) contends that, this together with the technological advancements
and ideological motives, paved a way for the invasion of an indigenous people’s
According to Baran (2002) due to the unidirectional flow of media (cultural) contents,
which facilitated the realization of cultural imperialism, the third world countries
feared that Western cultural values, especially those of the United States, would
overshadow and displace those of other countries. “The resistance to the U.S. media
would not exist among international friends if they did not worry about the integrity
of their own cultures. It is folly, then to argue that non native media content would
have no effect on local cultures, __ as do many U.S. media content producers” (Ib
id:491).
Indeed, the western culture manifested in various forms such as music, dressing
style,food, furniture, language, hairstyle, etc. could not have prevailed in every corner
of the globe unless and other wise disseminated in such a way via mass media. This
has ended up to the disadvantage of the indigenous cultures of the rest of the world.
Even though they might have benefited at least to a minimum extent, majority of the
world cultures are forced to assimilate themselves into the ‘dominant’ Western culture
influence of the media on culture, nations urged for a balanced flow of information
31
acrossthe globe. Such an argument finally led to the establishment of a NWICO
(1980), (Baran,2002).
Now, let us see the positive impact of media on culture again from the issues
is globally as omnipresent influential as the Western culture. This is not because that
the Western culture is the best of all cultures on earth. Rather, it is because of the
reason that it is highly promoted and disseminated through the multifaceted mass
The influence between culture and the media is not unidirectional. It is not
only the media that have the potential to impact culture (both positively and
negatively); culture on its part also influences the overall workings of the mass media.
McQuail (2008), to this end, argues: “Often media take it upon themselves to speak
up for and express what they believe to be the dominant values of their own society.”
matters of public morals and behaviors. Frequently these limits are set by unwritten
content have often found that mainstream mass media tend to be conformist and
supportive rather than critical of dominant values. This support takes several forms,
justice system and democratic politics; giving differential access to the ‘social top’;
and symbolically rewarding those who succeed according to the approved paths of
32
virtue and hard work, whilst symbolically punishing those who fail or deviate.
(2008:99)
Thus, culture’s influence on the mass media routines is high, albeit least recognized
him because cultural colonialism is a two-way street. You have to share the value of
an idea with its author for such idea to have the intended effect on you. Otherwise it
fails the author’s motive, positive or negative. In essence, the adverse impact of
globalization on local cultural expressions is one area in which Africans cannot blame
communication invented by man. Together with film, this medium is perhaps the most
Nigeria, the ancestral home of one in every three Africans, is one of the biggest
victims of this trend. And like it happens in many African countries, the country is not
doing anything serious to reverse the trend. There are more Mexican soap operas and
produce ones. Even in the case of locally generated programmes, a vast majority of
such programmes still mirror Western values, lifestyles and languages rather than
33
those of the local people, and to the detriment of our local cultural values and
expressions. South Africa seems to have realized the danger that such a trend portends
to its culture and it is doing something, drastically too, to counteract it. Campbell, R.
et al. (2010)
In September 2006 the South Africa Department of Arts and Culture (DAC)
adapting literature about the culture and the arts of South Africa for television
(Richard 2007). This is primarily aimed at initiating interest of the younger generation
in arts and culture through TV. In the words of Dr. Z. P. Jordan, the Minister for Arts
and Culture of South Africa, “the South African society is not a reading one” (Richard
2005). Hence, there is the need to propagate and preserve the cultural values and arts
South African languages. This is expected to help the younger generation who watch
more TV than they read books, learn their arts and culture through TV while also
Long before the Literature for Television Adaptation, the South African film
and television industry seems to have seized the initiative. The SABC broadcasts in
all of the country’s eleven official languages to serve its linguistically diverse
Africa, emphasis is, however, deliberately placed on promoting all the languages
through the media and other means. Consequently, there are news bulletins in all the
34
However, apart from the SABC, other local content providers have been doing
while it may be argued that there is a lot of local content on Nigerian TV today, it is
imperative to point out that true local content is the creation and dissemination of
which provides the people with an avenue to express their own ideas, knowledge and
culture in their own language. And this is not what the array of foreign programmes or
and values more than those of the local people suggest. Nyaminjoh, (2005).
they carry out so many functions in the propagation of culture in Nigeria, and they
carry out these functions through many means. Radio propagates culture through
where issues are picked and discussed openly, issues on culture are sometimes
discussed in programmes hence promoting the cultural heritage of the people. Radio
or more) who discuss issues on culture and beauty of the cultural heritage of a
and heard often on the broadcast media. Radio also promotes indigenous culture
through playing of indigenous songs regularly as people tend to react to what they
35
hear according to the cultural norms theory. Also radio propagates culture through
culture of the people. For instance, the National Orientation Agency (NOA) which
widowhood practices such as when a woman is forced to drink the water used to bath
her dead husband or when a widow is denied access to properties of her late husband.
Another practice is gender inequality whereby it becomes a taboo to send a girl child
to school. In addition NOA also educates the general public on the need for child
spacing in both English and local dialect (Yoruba, Hausa, Igbo) through the media
2.9 Factors militating against the propagation of Culture and Tourism through
the Radio
In the course of this research, the researcher was able to discover a number of
factors hindering radio stations from achieving efficient and effective propagation of
culture. Nweke, O.F (2012) also listed factors militating against the propagation of
information to the public through radio, it therefore becomes difficult for the
Lack of equipment and logistics: Due to inadequate logistics and lack of relevant
equipment that could enable the media effectively cover cultural events in various
36
Norms, values and beliefs: Owning to certain beliefs in some societies, the media
finds it very difficult to promote the culture of the people. This is so because some
societies forbid and disallow airing and broadcasting of their cultural activities to the
mass audience. For example, during the yearly Osun Osogbo festival, the public is
never allowed to see the kind of rituals that take place inside the Osun Osogbo shrine.
This can also be seen during the Egbesu festival in the Eastern parts of Nigeria where
due to certain ritualistic elements, the media personnel are prevented from covering
Gender inequality: In most societies, women are denied access to some cultural
activities of the people; hence it becomes difficult for women journalists cover such
cultural events.
Illiteracy: As a result of ignorance and lack of education in some parts of the country,
the people involved in cultural activities find it difficult and unnecessary to invite the
media to cover the events about their cultural heritage, hence this prevents the
television and radio medium from promoting the culture of the people.
banks of the Osun river just outside the city of Osogbo, Osun State, Nigeria.
The Osun-Osogbo Grove is among the last of the sacred forests which usually
adjoined the edges of most Yoruba cities before extensive urbanization. In recognition
37
of its global significance and its cultural value, the Sacred Grove was inscribed as a
The 1950s saw the desecration of the Osun-Osogbo Grove: shrines were
weakened. Prohibited actions like fishing, hunting and felling of trees in the grove
took place until Austrian, Susanne Wenger, came and stopped the abuse going on in
the grove.
With the encouragement of the Ataoja and the support of the local people,
"Wenger formed the New Sacred Art movement to challenge land speculators, repel
poachers, protect shrines and begin the long process of bringing the sacred place back
the grove. Yearly, the festival attracts thousands of Osun worshippers, spectators and
cleansing of the city and cultural reunion of the people with their ancestors and
traditional cleansing of the town called 'Iwopopo', which is followed in three days by
38
Ina Olojumerindinlogun, the sacred lamp lit at the beginning of the annual
Osun-Osogbo festival then comes the 'Ibroriade', an assemblage of the crowns of the
past ruler, Ataojas of Osogbo, for blessings. This event is led by the sitting Ataoja of
The museum was established by K.C. Murray in 1948 and opened to the
well as archaeological finds from Ile Ife and outside it. Other facilities are Yemoo
Pottery Museum annex along Moor Road, contemporary art exhibition, craft shop,
Erin-Ijesha Waterfalls
State, Nigeria. The waterfalls was discovered in 1140 AD by one of the daughters of
hunters in 1140 AD" The fall features seven floors, on top of which the village Abake
is located.
explanations of communication process. The theories applied here are based on social
responsibility and cultural norms. The place of these theories in communication and
39
investigation cannot be overemphasized as they provide the researcher with
carried out.
Udofia (2002) also said that theories perform a number of functions among
which is to simplify research findings. He explained that theories allow the researcher
to predict the outcome and effects in the data. Theories are also used as observational
aids because they direct the researcher on how to observe rather than just pointing out
what to observe.
when Minneapolis stayed without a newspaper and it was seen that with newspaper
there was less crime around, this was because of the ways the media presented issues
on crime, but there was a report of the media as watchdog to the society, it then
Thus, it can be seen that people tend to pattern their attitudes according to
media (television) presentations. This theory says that people tend to pattern their
lives according to dominant way through which the media present selected issues.
to influence people due to the pattern of their presentation”. For instance, women can
learn to wear certain costumes or follow a given dress pattern which they get from
themes, television creates the notion among the audience that such themes are part of
40
the society or given cultural norms of the society. The socially influenced members of
Meanwhile critics’ stress that the media are likely, if unchecked to emphasize
bad behavior and mislead people, yet the media can also encourage good behavioral
pattern at the same time. Cultural norms theory thus provides the much needed
propagating culture. For example, the more television and radio lays emphasis on the
importance of culture, the more people tend to follow and pattern their lives towards
it. In other words, what the television says or broadcasts about culture is what can
Maynard Hutchins, is still a guiding principle for the media today. To combat the
pressures that threatened freedom of the press, this theory was first introduced in 1947
stated that the media should serve the public, and in order to do so, should remain free
order to fulfil its obligation of serving the public. (Goke Raufu, 2011)
The Social Responsibility Theory claimed that the media could be self-
freedom.
41
Media should be self-regulated.
this theory had strong faith in the public’s ability to determine right and
wrong, and take action to preserve the public good when necessary.)
The social responsibility does not only fall upon the reporters and producers of
media. The responsibility also falls to the consumers to become media literate and
maintain high, yet reasonable expectations of the media. In theory, if these things
happen, there will be no need for government intervention. The Social Responsibility
Theory was set forth as the ideal way for the media to conduct business. Over the
years since its introduction, this theory has met with much criticism as well as
support. It has become the standard for United States media practices. Goke Raufu
(2016)
It has also set the standards for much of the currently accepted media ethics.
Since the Hutchins Commission produced its famous theory, the United States has
Many journalists are now also advocates for the public and for social issues
and reform, getting their messages out through the media. Other recommendations of
42
1. The press should be accountable to the public.
3. The press should serve a forum for the exchange of comment and criticism.
4. The press should serve as presentation and clarifications of the goals and
5. The press should give a representative picture of the constituent groups in the
society.
6. The press should give provide full access to the day’s intelligence and finally
7. The press should raise social conflict from the plane of violence to the place of
discussion.
The social responsibility theory is peculiar to this research work because the
theory holds that while the media informs, educates, and entertains, they are equally
to be socially responsible and to see that all sides of social and political issues are
fairly and fully presented. This research work therefore conforms to this theory
because it shall inform the public about their culture through radio programmes.
Furthermore, the social responsibility theory stresses that the media must
perform a duty to the public and serve as presentation and clarification agent for the
goals and values of the society. This is important because the television uses the talk
show programme to present and clarify issues about culture which cannot be
43
2.12 Media and Society
The mass media have immense potential to impact a society for good and/ or
for evil. The nature of their contents and the way they communicate the contents,
among others, influence their respective addressees in quite different ways and extent.
which the individual learns to be a member of particular society and culture, and
exchanges between individuals and various agents of society that result in the
socialization surely needs the help of somebody else (or may be something too) to
mentor him/her the experiences of the environment. Family, friends, schools, the
community at large and the media are among the agents that can feel such a gap_ help
Harris (2009) observes that the media, particularly television, are extremely
perceived reality about the culture they live in, according to Harris is, in part, a media
creation.
Moreover, McQuail (2008) contends, that the thesis of media socialization has
two sides to it: on the one hand, mass media can reinforce and support other agencies
of socialization; and on the other hand, they are also viewed as a potential threat to the
44
values set by other agents such as parents, educators, religious leaders, and the like.
The main logic underlying the thesis is that the media can teach norms and values by
way of symbolic reward and punishment for different kinds of behavior as represented
in the media. An alternative view is that it is a learning process whereby we learn how
to behave in certain situations and expectations which go with a given role or status in
society. Thus the media are continually offering pictures of life and models of
scholars, that the media have a socialization effect, albeit in the nature of the case it is
difficult to prove.
Even so, Harris (2009) asserts that socialization effects of mass media
especially television are particularly strong on frequent viewers who have few
children’s use of media have confirmed a tendency for children to find lessons about
life and to relate these with their own experience (McQuail: 2008).
of images of social life which could strongly shape children’s expectations and
aspirations (McQuail, 2008; Baran and Davis, 2009; Thwaites, 2002). Additionally,
the mass media have a large role in initiating children into the society. According to
but some people worry that it can be negative if the media report and portray
media. In this view, McQuail (2008) contends, the media are neither ‘pro-social’ nor
‘anti-social’ but tend to favor the most dominant and established values”. As Vivian
45
(2001) argues that media also contribute to togetherness by creating commonality,
humankind. What Vivian believes is that, using the media can be a social activity,
bringing people together. For example, going to the movies with friends is a group
Virtually all social scientists acknowledge that attitudes, values, and behaviors
(Lowery and DeFlour, 2004). To this end, Bandura, a legendary psychologist who
propounded the Social Learning Theory, argues that learning would be exceedingly
laborious, not to mention hazardous, if people had to rely merely on the effects of
their own actions to inform them what to do. Fortunately, most human behavior is
learned observationally through modeling: from observing others, one forms an idea
of how new behaviors are performed, and on later occasions this coded information
from the basic idea that we cannot learn all, even much of what we need to guide our
own development and behavior from direct personal observation and experience
alone; hence we have to learn much from indirect sources, including mass media.
observational learning:
a behaviour
46
of a behavior, and
Meanwhile, as McQuail (2008) notes, Bandura’s model posits four basic process of
lives and personal needs and interests. We may then retain what we have learnt and
add it to our stock of prior knowledge. The third stage- that of production refers to the
(McQuail, 2008:33).
The theory has a general application to socializing effects of media and the
adoption of various models of action. It, as Harris (2009) asserts, applies to many
everyday matters such as clothing, appearance, style, eating and drinking, models of
in McQuail (2008), the theory only applies to “behavior that is directly represented in
symbolic form”. The theory also implies an active engagement on the part of the
learner, and relies on the individuals self-reflective capability; “It is not the same as
imitation or mimicry”(ibid).
mass media are rarely the only sources of social learning. This is to mean that, there
are strong collective influences on the process of social learning such as intrinsic
reinforcement, parents, friends, teachers, and the like. For instance, Bandura described
47
intrinsic reinforcement as a form of internal reward, such as pride, satisfaction, and a
Yet, as McQuail (2008) argues, social learning theory holds that media can
have direct effects on people, and their influence does not have to be mediated by
In line with this thought, Suresh (2003) also observes that, social learning
identify with attractive characters that demonstrate behavior, engage emotions, and
allow mental rehearsal and modeling of new behavior. The behavior of models in the
dependency theory, also known as media system dependency theory, dictates that
audiences depend on media content to meet needs and reach goals, and social
institutions and media systems interact with audiences to create needs, interests, and
This theory, as Baran and Davis (2009) note, has been explored as an
subtle difference between the two theories. That is, media dependency looks at
audience goals as the origin of the dependency while the uses and gratifications
approach emphasizes audience needs (Griffin, 2006; Waston, 1998; and Baran and
Davis, 2009). Both, however, are in agreement that media use can lead to media
dependency.
48
“In its simplest terms” Baran and Davis (2009:273) write, “media system
dependency theory assumes that the more a person depends on having his or her needs
met by media use, the more important will be the role that media play in the person’s
life, and therefore the more influence those media will have on that person.”
From a macroscopic societal perspective the theorists argue, if more and more people
influence of media will rise, and media’s role in society will become more central
(Campbell et al, 2010). Melvin DeFlour and Sandra Bell-Rokeah (2003) as quoted in
Baran and Davis (2009) have provided a fuller explanation in several assertions. First,
the basis of media influence lies in the relationship between the large social system,
the media’s role in that system and audience relationship to the media. In other words,
effects occur, not because all powerful media or omnipotent sources make that
occurrence, but because the media operate in a give way in a given social system to
variable in understanding when and why media messages alter audience beliefs,
feelings or behavior. In further explanation of this assertion Baran and Davis (2009)
note that the ultimate occurrence and shape of media effects rests with the audience
this line of thought, Watson (2002) reflects the belief of the theorists as; the fewer the
diverse sources of information there are in the media world, the more likely the media
will affect our thoughts, attitudes and how we behave; and vice versa.
understand the social world (b), to act meaningfully and effectively in society, and (c)
49
for fantasy and escape.” As our world becomes more complex and dynamic, we not
only need the media to a greater degree to help us make sense to help us understand
what our best response might be and to help us relax and cope, but also we ultimately
Finally, fourth, “the greater the need and consequently the stronger the
dependency…the greater the likelihood that the media and their messages will have
an effect.” Put it differently, not everyone will be equally influenced by the media.
This also is to mean that those who have greater need and thus greater dependency on
media will be most influenced. DeFlour and Ball-Rokeach (2003) as taken from
Suresh (2003) offer the following model that better illustrates the whole process of
grow as individuals.
2. Social understanding: people depend on media to learn about the world and
their community.
3. Action orientation: people depend on media to decide what to buy and how to
act.
5. Solitary play: people depend on media to divert and entertain them when they
are alone.
50
6. Social play: people depend on media to entertain them when they are with
continuity and order. As to McQuail, “The media can be seen as one of these
systems.” (P. 96) Mass media o f any kind, serve certain functions to the society that
it works in, therefore. To this line of thought, the functionalist media theory “depicts
Even when appearing oppositional, Krug (2006) congruently states, mass media
function as official sources of information and social influence and contribute to the
(2008), having analyzed the normative functions of the media proposed by other
Information:
Providing information about events and conditions in society and the world.
Correlation:
information.
51
Socializing:
Consensus building.
Continuity:
Expressing the dominant culture and recognizing subcultures and new cultural
developments.
Entertainment:
Mobilization:
These lists of media functions are worth of elaborating; thus what is next is an
endeavour to this end. Of course, due emphasis is given to correlation, continuity and,
refers to the media’s collection and distribution of information. This is much related
The correlation function of media encompasses many tasks that the mass
media can do in their day to day activities. Of which, interpreting or explaining events
52
that impact the society is one. The mass media beyond their informing role provide
number of various points of view, probably for more than he or she could come in
contact with through personal channels. Additionally, the mass media make available
to the individual a wide range of expertise that he/she might not have access to
As part of their correlation function, the mass media join together different
elements of society that are not directly connected or are not familiar to one another.
Likewise, Dominick (2007) notes, “… it is entirely possible that the media can create
totally new social groups by linking members of society who have not previously
recognized that others have similar interest.” In such a linkage role, the media can
or not, instill the mainstream culture and other co-cultural values and behaviors in
their audience. To this end, Baran and Davis (2009) state that the mass media
communicate values, norms, and styles across time and between groups. In other
words, media not only circulate socio-cultural matters within a generation, but also
manage to pass down these cultural norms, practices, values, etc. to next generations.
53
Mass media’s entertainment function, according to McQuail (2008:97)
quoting Mendelssohn (1966), “ may be part of the transmitted culture but it has
tension, which makes it easier for people to cope with real life problems and for
(McQuail, 2008). At the heart of this function is the media’s intent to initiate the
general public for a certain action such as voting, taking care of one’s health
conditions, environmental protection, defending against any foreign threats, and many
more.
towards shaping tourism into a responsible industry by promoting the following good
practices;
tourism.
2. It generates greater economic benefits for local people and enhances the well-
54
5. It helps to understand the local cultural, social and environmental issues.
1. Traditional Media
Specifically for the Arts, the media has been a very faithful spouse, but the
Culture and Tourism managers have been behaving like a husband who marries a very
devoted wife, but prefers to neglect her while squandering his energies in nocturnal
ventures. The varied media resources have always offered themselves as willing tools
to be exploited by the Arts and its managers in realization of their own agenda, but the
operators of art or the culture producers have either being blinded to the
instrumentality of the Media or are too engrossed in their own survival battles to
It bears re-stating that the Arts have not fully cultivated the Media to
effectively put itself in the heart of the national agenda. Interestingly, the little
mileage that the Arts has recorded would not have been possible without the creative
impute of some Media workers who insist on being apostles of cultural advocacy.
The Artist produces (and will continue to produce) quite all right, but it is the
Media that helps to disseminate the products to the attention of the consuming public
or the patrons. One could stress that the reason artistic Products have not commanded
enough attention in the public is because the producers have been lukewarm in their
engagement of the media. It should be noted that reference to the media here, goes
beyond its traditional models -- press and electronic broadcasting – to include its other
55
And there is the new media with its vast, ever-expanding fingers in the form of the
This is why just as Media is an important tool for Culture and Tourism sectors
to engage for greater fulfillment of their potentials, Culture is also a vehicle that is
readily available for the Media to ride on for a distinctive character in the vast world
of communication. The symbiosis must be nursed.The luck we have had for the
seeming (but deceptively so) cordial relationship between culture producers and the
media is the fact that indeed many of the Journalists on the arts beat are themselves
producers of culture as well as activists within the Culture sub-sector itself. That is
what has sustained the presence of the Arts in the media. Thus it could be said that the
individual journalists, and that is why it may NOT be a reliable strategic tool.
Krekovic, S. (2003)
A worst case scenario best illustrates the danger of relying on this ad-hoc
relationship to build a promotional platform for culture an tourism in the media: the
moment a particular journalist steps out of the beat or the profession, the page
medium peters out; the visibility of the arts in that particular media house suffers
grave consequences, most often total eclipse. Thus there is the urgent need to
schematically link the Culture and Tourism sector and the Media as functional
partnership. Aside the traditional media – print and broadcasting – there are the other
Media Resources that we have not even begun to engage. Krekovic, S. (2003)
56
2. Advertising
and Public Relations sub-industry. There are tens of small and medium scales
agencies operating already, and we could see their impact in the lives of many of our
unlike many aspects of our national life, have collective fronts that regulate their
activities, thus the job of sieving the chaff from the grains has been half-done.
Malhotra,(2010).
The Ministry of Culture and Tourism and its agencies should be resourceful
Nigeria (AAPN), which is the collective for the advertising professionals as well as
the other fingers of the industry such as the Organisation of Outdoor Adverstisers of
Advertising Association etc. For maximum advantage, the agencies should not lose
campaign that featured the ex-President dancing like a robot in a TV copy at about
same time when Thabo Mbeki of South Africa was on the international screen reciting
57
the great inspiring poem: ‘I am an African’, and grabbing the attention of the world
3. Public Relations
No doubt, the most effective tool for marketing, promoting and presenting the
products of our cultural and tourism sector -- or that of any other country -- is Public
Relations. That is why purpose-driven economies spend huge resources to create good
images for their country with the ultimate aim of selling same as destination that is
worth attention of the people from other climes, who love to move around and explore
new possibilities for their personal lives and businesses. The various advertisement
copies that we see on international media such as the CNN, BBC, Al Jazeera, Sky etc
are all products of deeply-thought-out PR strategies with the final aim being to ensure
resources of PR to serve the interest of building a good image of the country has never
been well schemed to achieve the set objectives. Some of those initiatives had been
reactionary rather than being deliberately authored actions to help boost the image of
the country. It is to popular knowledge that billions of dollars were sunk into
international image laundering projects for Nigeria, especially since the country
slipped into pariah-ness following the imbroglio that trailed the annulment of the June
12, 1993 elections. We could say that the only period that we seemed to have
managed to reap some benefits from such huge investment was between 1999 and
2007 when president Obasanjo re-launched the international campaign to pull Nigeria
58
out of the woods. But we also know that aside engaging international image
launderers, the President against the popular support of the people had to embark on
innumerable trips to all parts of the world to assure the global community that Nigeria
“Public relations is the art and science of planning actionable programmes for
organisation and her publics whilst studying trends, analyzing same, predicting their
executed, issues bothering on hostility, apathy, prejudice and ignorance would have
been motivated to attract the sympathy, interest, acceptance and knowledge needed to
• Enhance the image and reputation of the country locally and internationally
59
• Encourage return of Nigerian Professionals abroad back home
• Ensure that hard earned income being taken abroad by Nigerians for tourism
destroying lives, just like the advertisers, the Public Relations professionals have
performance. Aside the NIPR is also the FAPRA, which gives international
4. Integrated Communication
Human communication and interaction have gone beyond the traditional face-
located in one little corners of their room – even in the rural areas. The cyberspace has
further enhanced the ‘villagelisation’ of the world; and for anyone desirous of
reaching out to the world, the cyberspace is the easiest, cheapest and instantly
products are hooked to the cyberspace every minute of the day – that explains the
immense almost phenomenal instant stardom that a lot of our young artists, especially
musicians and Nollywood actors, have attained – just as they have barely stepped out
to the public attention. If you were to type the name TUFACE or ASA in the google
60
search machine, you will be amazed at the volume of fans they have amassed from all
over the world even from places they have never been to.
The Cyberspace is a great promotional and marketing platform that is just there
especially the youths who have no funding source than probably their pocket money,
can use it effectively in spite of our national challenges with power and technology,
imagine what each of the culture and tourism parastatals can do with just having a
personnel, and not just an over red taped, grumbling civil servant – with such an easy-
5. Marketing
Media has become the most pervasive, permanent aspects of our lives: we
expect it, we need it, we demand it, and we are lost without it. Media plays a critical
industrial and economic levels; Spirit of its People; Values as a Culture; Energy as a
show greater interest and respect in cultural and tourism products of Nigeria.
Clarke(2003)
The need for cultural preservation and cultural identity among nations has
become an important consideration in this age of globalization. Today, the world has
not only become a global village, but a global bedroom. With the tremendous
been paid in recent years to the need for cultural diversity in the media as a way
of preserving and promoting cultures. It is, therefore, imperative for a people to have
some certain characteristic features that can easily distinguish them from others.
There is no doubting the fact that the mass media is responsible for the dissemination
of values, ideas, and developmental information in many ways and this goes a long
way in elevating cultures and cultural identity. The way and manner the morals and
cultures of the typical Nigerian community is promoted depend solely on its mass
media. This article, therefore, focused on the television as a mass medium with a view
well as its continued relevance to the preservation and sustenance of Nigeria’s cultural
identity. McGonagle(2008)
The role that the media is playing in the various aspects of life is becoming
increasingly greater each day, especially in spheres like social interaction, and cultural
and educational aspects of our life. As archaeological monuments can articulate the
traditions, customs and heritage of the past, the media can in its turn clarify today's
62
values and civilizations of the different countries and hence attempt to correct any
have messages and missions with various dimensions. The media contributes greatly
should be noted that, broadly speaking, the relationship between tourism and the
media is one of inclusion. When speaking of tourism policy that focuses on specific
areas of tourism, the media become a mediator between tourism and society, meaning
that they mediate in a process of conveying tourism products from the producers to
culture and tourism industry. This strategy involves the planned communication
services and the interface between service deliverers and beneficiaries where people
the expected changes. This can be done by media advocacy targeting all key
techniques can barriers and promote better uses participatory message design which
combines both traditional and modern media. Like: The internet granted the freedom
enjoyed by print media and common carriers such as letters, mails, and cable to the
public media. Through audio streaming it is possible to enhance the reach of radio
signals to any part of the world. The internet’s vast capacity enables each media house
63
to exhaustively investigate and publish in depth analyses. Internet radio is not limited
to audio as pictures, images, digital files and graphics are accessible to the users.
Advertisers and their audiences can easily interact via the internet broadcasts. Majid
et al.(2011).
The media have a crucial role to play in putting emerging destinations. The
relationship between tourism and the media is vital and complex. Tourism is highly
dependant on media reporting because the vast majority of travel decisions are made
by people who have never seen the destination first hand for themselves. When there
is bad news or a crisis the impact on tourism can be devastating. Tourists are scared
Kazemzadeh et al.(2011)
Media reflects the norms, culture and values. Media can lead to evolution and
revolution of mind and heart of the people fostering information, literacy and
awareness in the nation. Broadly speaking, the relationship between culture and the
media is one of inclusion. An example of this is the media in Malaysia and Singapore
which reports extensively on the festivals of the different communities, their religious
practices and so on. Television broadcasts, news articles in the media on how the
different communities mix and mingle with one another have led to an interesting
Sang ceremony as part of the Chinese New Year festivities. Campbell, R et al., (2010)
64
Highlighting What’s Making News: Using local media (print/digital) and
Eastern India have a rich heritage of folk dance, drama and music. In an effort
to revive their folk art as a means of sustainable livelihood, the artists have
formed Self Help groups (SHG), linking to banks for support under micro
the role of the media must recognise the latter’s role in disseminating cultural
community both in the host and home countries. With the increasing number
of internet users, new media helps people across the world communicate and
and cultural events, can help create the feeling that the cultural product is
third of the world's population, i.e. nearly 2.6 billion people are projected to
65
own a smartphone. Instant connection with people through pictures and videos
can bring to life and revive cultures across the seas. A two-minute video
recorded on a simple mobile phone camera can go viral; can create an impact
dialogues. This medium can also play a crucial role in educating members of
the society and enlightening the people on the need to uphold their culture.
Promoting through Television and Films: television and films are perhaps the
most powerful weapon that can influence people and culture. The television
camera can travel over the length and breadth of the country, into the most
remote villages and unearth traditional practices and celebrations and present
This is not an exhaustive list but does give an idea on how media is crucial to
promotion of culture and can lead to increased social awareness, impact and
simple and impactful messages, and evidence based examples through a participatory
approach.
The culture of any society is important because that is what differentiates one
society from another and media has the power to affect our relationship with the
world and have a transformative impact on culture and the society at large. However,
66
one needs to ensure that efforts are centred around bridging the gap between ‘high’
and ‘low’ culture, between elite and pop culture; creating a transparent media strategy
for the public rather than closing in to narrow specialist groups; creating a strategy of
circulation media and news broadcasts which include culture reports; supporting
futile competitions with the commercial market; promoting a dimension of the new in
culture in relation to existing culture and lastly preserving, promoting the nation’s rich
The mass media plays a unique role in modern society. Its growth has
increase in personal income, standard of life and the decline of some traditional forms
of control and authority. Although much debated, there is an association between the
development of mass media and social change, even after years of study into the
which are attributed to the mass media are almost without doubt due to other
tendencies within society. Sociologists would rarely deny the significance of mass
(2000).
67
The media play a crucial role in putting emerging destinations in Eastern
Europe and Central Asia onto the global tourist map, helping to boost the local
2008). The vast majority of travel is decided upon by people who have never before
ignored that the recent boom in tourism can be attributed to the media. Information is
found around the world. The internet is possibly the most popular source of
al.(2006), through the internet, information and various articles on a destination can
They will also gain knowledge to determine which places best suit them and
offer them the most. Using the internet is fairly easy and cheap to book. With online
travel agencies, flights and trips can be booked simply by logging on to a particular
website and making a choice from any of the tour packages the agency offers. There
are concerns that the development of tourism could lead to some destinations losing
their cultural identity if they cater for the presumed requirements of their tourists, in
can be somewhat different to the things people see and do when in a home
environment; this includes the real life experience and lifestyle of the places and the
68
Tourism is an opportunity for cultural exchange and more, creating an
draws attention to the host community. People will always want to interact with other
confronted by new challenges and perspectives on life. It has been said that travel is a
obviously an experience driven industry the more you do it the more you want it. In
addition local culture is a unique experience, along with the local personality, food
and hospitality. The more one knows and learns about a destination, the more
Tourism is often used as a tool for raising awareness. The local branding of
certain products and achievements can create regional identity, nationally and
internationally. The needs and awareness of local issues can be raised by tourism.
There is a global trend that aims towards investment in interpretation of natural and
cultural resources. The attraction to natural and heritage icons often helps to fund
those sensitive and significant areas. A growing and important number of cultural
celebrations have emerged which highlight many important events whilst paying
homage to their ancestry. Cultural events can assert their identity which help and
preserve local traditions for younger generations they also influence and inform
visitors. In Australia main urban areas which tend to be multicultural and have
developed their own very unique cultures. Many mostly regional areas are very much
69
influenced by the food and the culture of their founders. Local food, crafts and
personalities are always kept alive and kicking purely by tourism whilst raising funds
Tourism can often boost the preservations and transmission of cultural and
historical traditions. This will often help with conservation and the sustainable
indigenous cultures and arts and crafts. Many impacts are socio-cultural and result in
general can affect tourism and communities. Ill feelings towards tourism,
support can prevent tourism from flourishing; perhaps these communities are not yet
ready or even prepared for the onslaught of tourism. Problems with the economy or
the environment can all too easily, rightly or wrongly, be blamed on tourism. Leaving
the channels of communication open and with adequate consultation transparency and
involvement at community level at all stages during the planning process can benefit
In some circumstances the word "tourist" has become a negative term; in fact,
many travellers no longer consider themselves as tourists and prefer the term
"traveller". There is a clear change in attitude of both the traveller and communities to
the concept of the "visitor". This concept now gives strength to the fact that travellers
are merely guests of the community and that their stay in that community is very
70
2.18 The contribution of Mass Media in teaching and learning Cultural norms
The globalization and the proliferation of mass media have brought with them
integration. In the context of integrated world culture, fears of loss of national identity
and culture are reasonably felt by underdeveloped nations. Pakistan is one such
underdeveloped nation which imports its culture from the economically more
developed nations. Its culture is, to a great extent, vulnerable to the products of
phenomenon. It has taken the form of media imperialism with the emergence of
global networks of communication to serve their own ends. They promote Western
ideologies, values and traditions. Nigeria, like other underdeveloped countries, has
severely been victimized by these global media empires. As a result, the Nigeria
cultural norms and values have undergone massive changes. The best way to
undoubtedly going through unprecedented changes in which the role of media cannot
The Nigerian social system is rapidly undergoing social and cultural changes.
institutions are increasingly losing significance. Islamic republic has been replaced by
democratic republic, “muftis” in mosques have been replaced by “aalims” on-line and
71
activities of the communal youth have been reduced to texting on mobile phones.
There is no denying the fact that mass media has constantly been changing the
traditional agencies of socialisation and public order, like family and schools. It has
played a central role in weakening the family system. The level of informal social
control has drastically declined and there has been increasing need for formal tools of
social control. This means that stringent laws have replaced folkways and mores
which are losing their significance in the face of rapid mass media globalization.
Watson, J. (2002)
any society. In Nigeria the institution of family has been very strong. The extended
family system was the most popular in the past. Mass media brought about a change
in this domain replacing joint families with nuclear and neo-local families. Another
noteworthy social change facilitated by mass media is the rising incidence of divorce.
In the past, it was considered a social anathema but has now become more acceptable
in society. This is a good example that demonstrates how mass media has altered the
family norms and values in the last ten years or so. Folkerts, J. (2006).
72
CHAPTER THREE
3.0 METHODOLOGY
This study is a descriptive survey and the data for the study was generated
from the natural environment. It tends to evaluate the significance of mass media in
the promotion of culture and tourist sites such as National Museum, Ile-Ife, Osun
was used in order to reduce the problem of bias. It helped to strengthen the reliability
The methods of data collection applied in the study were questionnaire and
the specific area of study. 150 questionnaires were distributed and only 120 were
answered and returned. In the analysis of data frequency table and percentage were
The sources of data that were used in this study are both primary and
administered for the purpose of data collection. The data collected through the
primary sources ensured that only reliable and accurate data was used in the work.
Meanwhile the primary data were collected via questionnaire, direct observation and
interview. In the interview method, some of the Staffs of Unique Fm (103.1 Fm) were
73
3.2.2 Secondary sources
The secondary data was obtained through library research and documented
The population of the study from the record obtained in the course of this
work, shows that the population of the respondents from the three tourist sites under
study is as follows;
The Sample size of the study was drawn from the three tourist sites in Osun
state. This had initially been determined to be 120, which was drawn from the three
tourist sites in Osun state that makes up the population as discussed below.
In the determination of the sample size, the researcher used simple percentage
% = f x 100
N 1
Where F = frequency
%= Percent
74
3.3.2 Sampling Technique
representatives of that population forming the basis for generalization. The probability
sample approach is to be adopted for this study The researcher is adopting the simple
random sampling method because it gives every member of the population equal
chosen from a larger set (a population). Each individual is chosen randomly and
entirely by chance, such that each individual has the same probability of being chosen
in the promotion of culture and tourism, who proved that it has content validity based
75
3.3.4 Reliability
To achieve reliability in this study, the researcher make sure that indicators
(measuring instrument) where tied to the concepts and the theoretical assumption that
will be used in the study. In other words the questions were carefully formulated and
As there is no specific laboratory for scientific study in the social sciences, the
data assembled through questionnaire were presented in tables in chapter four; Simple
frequencies and means were used to describe the data. The simple percentage method
was chosen for better understanding and Linear Regression shall be used in testing the
76
CHAPTER FOUR
4.1 Introduction
The collection of data alone does not constitute the end of this research. The
understanding of research work, and stating of findings is also important because the
main purpose of research is to identify variables which are affected or gives rise to a
given phenomenon that might have not been known. Data presentation and analysis
are also imperative because without it readers may not understand the major theme
In this section, data gathered are presented and analysed in order to give useful
result, the result also was interpreted and inference were made from the result of the
data. A total of one hundred and fifty (150) questionnaires were distributed out of
which One hundred and twenty (120) were correctly answered and returned.
77
SECTION A
Male 82 68
Female 38 32
From the table above, it shows that 68% of the respondents were male while 32% of
the respondents were female respectively. Therefore, the result in the table above
18-25 49 41
26-32 35 29
33-40 26 22
41 & Above 10 8
The table above shows 41% of the respondents were between the age of 18-25 years,
29% of the respondents falls between the age of 26-32 years, 22% of the respondents
were between the 33-40 years old while 8% of the respondents were between the age
78
of 41 and above respectively. Therefore, it can now be concluded that majority of the
Table 3: Religion
Islam 59 49
Christianity 54 45
Traditional 7 6
In the table above, 49% of the respondents were Muslims, 45% of the respondents
were Christians and 6% of the respondents were traditionalist. The above result
SSCE 40 33
OND/NCE 57 48
HND/BSC 21 17.5
OTHERS 2 1.5
From the table above, it shows that 33% of the respondents were SSCE holder, 48%
HND/BSC holder while 1.5% of the respondents falls in the category of OTHERS.
79
With this result it can be concluded that majority of the respondents were OND/NCE
holders.
Single 64 53
Married 52 44
Divorced 4 3
OTHERS - -
The table above shows that 53% of the respondents were single, 44% of the
respondents were married, 3% of the respondents were divorcee while none of the
respondents falls in the category of Others. The above result signifies that most of the
Table 6: Nationality
Nigerian 119 99
OTHERS 1 1
The table above shows that 99% of the respondents were Nigerian while 1% of the
respondents is a foreigner; this signifies that most of the respondents were Nigerian.
80
Table 7: Employment Status
Employed 30 25
Unemployed 62 52
Self-employed 28 23
The table above shows that 25% of the respondents were fully employed, 52% of the
respondents were unemployed and 23% of the respondents were self employed
respectively. The above result indicates that most of the respondents were
unemployed.
Table 8: Ethnicity
Yoruba 108 90
Hausa 7 6
Igbo 5 4
Others - -
The table above shows that 90% of the respondents were Yoruba, 6% of the
respondents were Hausas and 6% of the respondents were Igbo respectively. The
above result indicates that most of the respondents belong to Yoruba tribe.
81
SECTION B
Yes 107 89
No 13 11
No idea - -
The table above shows that 89% of the respondents affirmed that they listened to
FM(103.1) at all. The result above signifies that majority of the respondents often
Table 10: Do you listen to tourism and cultural programme like “Asa” on Unique
Fm(103.1)?
Yes 73 61
No 39 32
No idea 8 7
In the table above, 61% of the respondents affirmed that they listened to cultural
programme tagged “Asa” on Unique FM(103.1), 32% of the respondents do not have
82
passion for the programme called “Asa” while 7% of the respondents have no idea of
the programme on Unique FM(103.1). This signifies that majority of the population
Table 11: Do you stand to benefit from cultural programme in Unique Fm(103.1)?
Yes 93 78
No 23 19
No idea 4 3
The table above shows that, 78% of the respondents affirmed that in one way or the
(103.1), 19% of the respondents do not stand to derive any benefits from cultural
programme broadcasted through this media channel while 3% of the respondents have
Table 12: Does cultural programme in Unique Fm(103.1) influence your behaviour
positively?
Yes 89 74
No 21 18
No idea 10 8
83
The table above shows that, 74% of the respondents testified that cultural programme
influenced their behaviour in any way while 8% of the respondents have no idea of
the influence of cultural programme on their behaviour. The result presented in the
table above signifies that majority of the population affirmed that cultural programme
Table 13: Will you support the transmission of more cultural programmes on
radio?
Yes 93 78
No 17 14
No idea 10 8
The table above shows that, 78% of the respondents agreed to support more cultural
programmes through the radio media, 14% of the respondents wished no to support
the transmission of more cultural programmes through radio channel while 8% of the
programmes on radio or not. The above result implies that majority of the population
84
Table 14: Does transmission of cultural programmes through media (radio)
Yes 90 75
No 13 11
No idea 17 14
The table above shows that, 75% of the respondents affirmed that transmission of
cultural programmes through radio has really helped in the development of the nation,
11% of the respondents are of the view that transmission of cultural programmes
through radio has no impact on the development of a nation while 14% of the
radio has any impact on national development or not. Therefore, with the above result
it could be concluded that more than half of the population accepted the fact that
Table 15: Do you think mass media (Unique Fm-103.1) has really promoted tourist
Yes 91 76
No 13 11
No idea 16 13
85
Total 120 100
The table above shows that, 76% of the respondents are of the view that mass media
has really promoted tourist sites in Osun state, 11% of the population do not see mass
media as a yardstick for promoting tourist sites in Osun State while 13% of the
respondents have no idea on whether the mass media has helped in promoting tourist
sites in Osun state or not. Therefore, based on the above results conclusion can be
drawn that majority of the population sees mass media as a tool for promoting tourist
Table 16: Does mass media improve people’s way of life through cultural
programmes?
Yes 70 58
No 25 21
No idea 25 21
In the table above, 58% of the population affirmed that people’s way of life have been
believed that mass media has not really improve people’s way of life through cultural
programmes while 21% of the respondents have no idea on whether mass media has
really improve people’s way of life or not. Based on the above result, it can be
86
concluded that most of the respondents attests that mass media has really improve
Table 17: Do you think our society can be made a better place if the tourist sites are
Yes 97 81
No 5 4
No idea 18 15
The table above shows that 81% of the population agreed that society can be made a
better place if the tourist sites are promoted through mass media, 4% of the
respondents disagreed while 15% of the populations have no idea on whether the
society can be made a better place if our tourist sites are promoted through the media.
Therefore, based on the above result, it can be argued that through the mass media,
our society can be made a better place if the tourist sites are promoted.
Table 18: Do you think mass media can facilitate culture and tourism awareness?
Yes 93 78
No 14 12
No idea 13 10
87
The table above implies that 78% of the population affirmed that culture and tourism
awareness can be facilitated through the mass media, 12% believed that the media
cannot facilitate culture and tourism awareness while 10% of the population stay
neutral on whether mass media has really facilitate culture and tourism awareness or
not. Therefore, from the above result, we can conclude that larger number of the
population agreed that media can facilitate culture and tourism awareness in our
Table 19: Does mass media create awareness about preservation of indigenous
Nigerian Culture?
Yes 85 71
No 15 13
No idea 20 16
The table above shows that 71% of the respondents affirmed to the fact that mass
media create awareness about preservation of indigenous Nigerian culture, 13% of the
population disagreed while 16% of the respondents do not know whether mass media
Therefore, we can conclude that majority of the population attests that awareness
about preservation of indigenous Nigerian culture has been fuelled by mass media.
88
Table 20: Do you think culture and tourist sites in Nigeria can become extinct if
Yes 80 67
No 18 15
No idea 22 18
In the table above, 67% of the respondents affirmed that if mass media refused to play
it role, culture and tourist sites in Nigeria will become extinct, 15% of the respondents
are of the view that even if the media does not play it role effectively, culture and
tourists sites can never become extinct in Nigeria while 18% of the population have
no idea on whether if mass media refuses to play it role culture and tourist sites in
Nigeria will become extinct or not. Therefore, we can conclude that if the media
refuses to play their role effectively, Nigerian culture and tourist sites will definitely
become extinct.
Table 21: Do you agree that mass media communicate new facts and skills in
Yes 59 49
89
No 28 23
No idea 33 28
In the table above, 49% of the population agreed that the media communicate new
facts and skills in programmes involving promotion of the fight against cultural
imperialism, 23% of the respondents disagreed while 28% of the respondents have no
idea of it. The result above signifies that mass media communicate new facts and
Table 22: Do you agree that level of practice and transmission of culture in the
Yes 93 78
No 12 10
No idea 15 12
The table above shows that 78% of the population agreed that mass media really
influenced the level of practice and transmission of culture in the society, 10% of the
respondents disagreed while 12% of the respondents have no idea on whether the
mass media or not . Therefore, based on the result above, we can conclude that mass
90
media has highly influenced the level of practice and transmission of culture in our
society.
Table 23: Do you think lack of equipments and logistics can make mass media
Yes 102 85
No 9 7.5
No idea 9 7.5
In the table above, 85% of the respondents affirmed that lack of equipments and
7.5% of the respondents disagreed while 7.5% of the respondents also said they have
no idea on whether mass media could be ineffective if they lack necessary logistics
and equipment or not. Therefore, we can conclude that majority of the population
Table 24: Do you think norms, values and beliefs in some society make it difficult
Yes 106 88
No 8 7
91
No idea 6 5
In the table above, 88% of the respondents affirmed that mass media do face some
challenges when trying to promote the culture of people due to their norms, values
and beliefs, 7% of the respondents disagreed while 5% of the population have no idea
of whether mass media do face some difficulties while trying to promote the culture
of people or not. With the result above, we can conclude that values and beliefs in
some society make it difficult for mass media to promote the culture of people.
Table 25: Do you think learning of indigenous culture can be achieved through
mass media?
Yes 84 70
No 25 21
No idea 11 9
The table above shows that 70% of the respondents affirmed that the best way to learn
indigenous culture is through mass media, 21% of the population are of the view that
indigenous culture cannot be learnt through mass media while 9% of the respondents
have no idea on whether indigenous culture can be learnt through the media or not.
Therefore, we can draw conclusion that learning of indigenous culture can only be
92
Table 26: Does mass media influence the level of patronage of tourist to
Yes 80 67
No 27 23
No idea 13 10
The table above shows that 67% attests that the level of patronage of tourist to
destinations in Osun state is highly influenced by mass media, 23% of the population
disagreed while 10% of the respondents have no knowledge of the level of patronage
of tourist to destinations in Osun state. Therefore, the result above signifies that mass
media has really influenced the level of patronage of tourist to destinations in Osun
State.
Table 27: Does mass media have a significant effect in introducing tourism
Yes 103 86
No 8 6.5
No idea 9 7.5
93
The table above shows that 86% affirmed that the media have a significant effect in
respondents disagreed while 7.5% of the populations have no idea of the significance.
Therefore, we can conclude that mass media have a significant effect in introducing
tourism destinations and attractions to potential tourists in Osun state and Nigeria at
large.
Table 28: Does marketing and advertisement play any significant role in the
Yes 100 83
No 13 11
No idea 7 6
The table above shows that 83% of the population affirmed that marketing and
advertisement play significant role in the promotion of culture and tourist sites in
Osun State, 11% of the respondents disagreed while 6% of the population have no
idea on whether marketing and advertisement has really contributed to the promotion
of tourist site in Osun state or not. Therefore, the above result indicates that marketing
and advertisement played a significant role in the promotion of culture and tourist
94
Table 29: Does media have a tremendous potential and responsibility to maintain
Yes 98 82
No 13 10
No idea 9 8
The table above implies that 82% of the respondents affirmed that media have a
tremendous potential and responsibility to maintain the positive values and practices
idea on whether the media has really maintained the positive values and practices of a
culture. Therefore we can conclude that media have a tremendous potential and
Table 30: Mass media has no significant impact on culture and tourism industry?
Yes 16 13
No 90 75
No idea 14 12
The table above implies that 13% agreed that media has no significant impact on
culture and tourism industry, 75% of the population affirmed that mass media have
95
significant impact on culture and tourism industry while 12% of the populations have
no idea. Therefore, we can conclude from the result above that mass media has a
significant impact on culture and tourism industry in Osun state and Nigeria at large.
Table 31: Does mass media keeps cultures alive and flourishing?
Yes 91 76
No 14 11.5
No idea 15 12.5
The table above implies that 76% of the respondents agreed to the fact that mass
media keeps cultures alive and flourishing, 11.5% of the population disagreed while
12.5% of the respondents have no idea. Therefore, we can conclude that the media has
Table 32: Do you agree that mass media have a social responsibility to enhance the
Yes 92 77
No 11 9
No idea 17 14
96
The table above shows that 77% of the respondents affirmed that mass media have a
the population disagreed while 14% of the respondents have no idea of whether the
media have social responsibility to enhance the blending of cultural values in the
society or not. Therefore, based on the result above, we may conclude that mass
media really have a social responsibility to enhance the blending of cultural values in
our society.
H0: Mass media has no significant impact on culture and tourism industry.
Decision Rule: If H0 > 0.05 we accept the null hypothesis and reject H1 but if
Table 33
1
2
3
4
5
6
7
8
97
9
10
11
12
13
14
15
16
17
18
19
98
20
21
22
23
24
25
26
27
99
28
29
30
31
Results from table 33 above indicate that item 15, 22 and 29 have the
significant value of 0.03, 0.02 and 0.02 respectively, significant differences in the
responses of people on mass media has no significant impact on culture and tourism
industry (i.e .03<0.05, .02<0.05 and .02<0.05) respectively all other Items in the
result table above have significant values which are greater than 0.05 level of
significance.
The cluster significant value of 0.2(item 29) is lesser than 0.05 which
indicates that there is significant difference in the mean responses of people on mass
Therefore, the null hypothesis is rejected and H1 (Mass media has a significant
100
CHAPTER FIVE
71% of the respondents affirmed to the fact that mass media create awareness
al.(2002) who opined that the culture of any society is important because that is what
differentiates one society from another and media has the power to affect our
relationship with the world and have a transformative impact on culture and the
society at large. However, one needs to ensure that efforts are centered around
bridging the gap between ‘high’ and ‘low’ culture, between elite and pop culture;
creating a transparent media strategy for the public rather than closing in to narrow
market; promoting a dimension of the new in culture in relation to existing culture and
67 % of the respondents attests that mass media has influenced the level of
patronage of tourist to destinations like Osun Oshogbo grove, Olumirin Water fall and
National Museum, Ile-ife in Osun state. This is in line with Boyer, M. (2014) who
stated that tourism is an opportunity for cultural exchange and more, creating an
101
draws attention to the host community. People will always want to interact with other
confronted by new challenges and perspectives on life. It has been said that travel is a
88% of the population agreed that norms, values and beliefs in some society
make it difficult for mass media to promote the culture of people and this is in line
with Watson, J. (2002) who opined that Nigerian social system is rapidly undergoing
social and cultural changes. Social institutions, like political institutions, religious
republic has been replaced by democratic republic, “muftis” in mosques have been
replaced by “aalims” on-line and activities of the communal youth have been reduced
to texting on mobile phones. There is no denying the fact that mass media has
constantly been changing the traditional agencies of socialisation and public order,
like family and schools. It has played a central role in weakening the family system.
The level of informal social control has drastically declined and there has been
increasing need for formal tools of social control. This means that stringent laws have
replaced folkways and mores which are losing their significance in the face of rapid
significant role in the promotion of culture and tourist sites in Osun State and this is in
line with Behnam(2010) who states that Before discussing the role of the media as an
relationship between tourism and the media is one of inclusion. When speaking of
102
tourism policy that focuses on specific areas of tourism, the media become a mediator
between tourism and society, meaning that they mediate in a process of conveying
75% of the respondents agreed that mass media has significant impact on
culture and tourism industry and this is in line with Straubhaar, J. (2006) who opined
that mass media generates greater economic benefits for local people, enhances the
5.2 Conclusion
cultures is currently nothing to write home about. They have resorted to promoting,
developing and emphasizing western culture, in its entirety, relegating and dabbing
ours, theirs too. It is until they change orientation and do the right thing, promoting,
developing and emphasizing our indigenous cultures that they can be duly
harnessed. The researcher discovered that mass media (radio) has played a significant
Also people in Osun State identify with their Yoruba cultural beliefs, hence
programmes on Unique Fm-103.1. It is against this backdrop that the researcher draw
concludes that mass media (radio) in Nigeria should continue to serve as the custodian
103
5.3 Recommendations
Societies should allow transmission of their culture heritage through the radio
respective community.
The host communities should swallow their beliefs and allow the media to develop
and promote our cultures for economic development and socio-cultural liberation.
stations as tourism marketing is crucial to the promotion of culture and tourist sites
in Osun State.
The government too should rise to this trend by correcting the media and putting
tertiary levels.
104
REFERENCES
Alegre D. &s Acladera .O, (2006). An overview of the media: the impact on tourism,
Akar, E., & Topçu, B. (2011). An examination of the factors influencing consumers'
35-67.
181- 188.
105
Berko, M. Roy, Andrew D, Wolvin and Darlyn R. Wolvin(2014). Communication: A
social and career focus (7th edition). Boston: Houghton Mifflin co.
Brown, B., & Chalmers, M. (2003). Tourism and mobile technology. In ECSCW
Brown, W., & Singhal, A. (2006). Media and prosocial messages. Journal of Popular
Bodnar, K. (2010).The ultimate list: 300+ social media statistics. Retrieved from
http://blog.hubspot.com/blog/tabid/6307/bid/5965/The-Ultimate-List-300-
Social-Media-Statistics.aspx?source=Webbiquity
management: 20 year on and 10 years after the internet: the state of e-Tourism
tools in hospitality and tourism industry and its role in developing the
Burns, A. C. & Bush, R. F. (2010). Marketing research. 6th ed. London: Prentice
Hall.
106
Buhalis, D., & Licata, M. C. (2002). The future of e-tourism intermediaries. Tourism
Carter, S. (2002). Tourists' and travellers' social construction of Africa and Asia as
Chan, N. L., & Guillet, B. D. (2011). Investigation of social media marketing: how
does the hotel industry in Hong Kong perform in marketing on social media
Chiu, C. M., Hsu, M. H., & Wang, E. T. (2006). Understanding knowledge sharing
107
De Fleur, L., et al (2003). Fundamentals of Human Communication. California:
Dell Shakib , M. , (2010). The role of the media: in tourism , Tourism Journal , Issue
27
McGraw Hill.
Doolin, B., Burgess, L., & Cooper, J. (2002). Evaluating the use of the Web for
23(5), 557-561.
Edgar, A. & Sedgwick, P. (2002). Cultural Theory: The Key Concepts. London/New
York: Routledge
http://www.emarketer.com/Article.aspx?id.1006344&src.article1_newsltr.
Fodness, D., & Murray, B. (2007). Tourist information search. Annals of tourism
Fodness, D., & Murray, B. (2009). A model of tourist information search behavior.
108
Franklin, A. (2003). An Introduction to Nigeria Tourism Development; Nigeria,
Sage Publishers.
Griffin, Em. (2006). A First Look at Communication Theory (6thed.). New York:
Givon, M., & Horsky, D. (2004). Untangling the effects of purchase reinforcement
Goke, R.(2016). Mass media and the society. Abeokuta: Meek Associates.
Hajli, M., Bugshan, H., Lin, X., & Featherman, M. (2013). From e-learning to social
Development,37(9), 851-863.
109
Hahm, J., & Wang, Y. (2011). Film-induced tourism as a vehicle for destination
28(2), 165-179.
Press.
York: Routledge.
Herrington, J. D., & Dempsey, W. A. (2005). Comparing the current effects and
Hudson, S., & Ritchie, J. B. (2006). Promoting destinations via film tourism: An
Huang, C. Y., Chou, C. J., & Lin, P. C. (2010). Involvement theory in constructing
513-526.
http://www.wikipedia.com/public-relations
4(4), 331-340.
110
Jandt, E. F. (2004). An Introduction to Intercultural Communication: Identities in a
applied studies in sports management in life sciences , No. 3 , pp. 49- 43.
Jayaweera, D. (2007). Evaluating the use of the Web for tourism marketing: a case
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social
Kim, S. S., Agrusa, J., Lee, H., & Chon, K. (2007). Effects of Korean television
1353.
Kim, H., & Richardson, S. L. (2003). Motion picture impacts on destination images.
Kim, T. K., Lee, C. K., Mjelde, J. W., & Lee, H. M. (2014). The carryover effect of
newspaper reports on a mega event: Ex post analysis of the 2012 Expo Yeosu
111
Krekovic, S. (2003). New Media Culture: Internet as a Tool of Cultural
from http://www.iwm.at/publ-jvc/jc-14-06.pdf.hml
LaRose, R., & Straubhaar, J. (2006). Media Now: Understanding Media, Culture, and
Law, L., Bunnell, T., & Ong, C. E. (2007). The Beach, the gaze and film tourism.
Law, R., Qi, S., & Buhalis, D. (2010). Progress in tourism management: A review of
Li, X., & Wang, Y. C. (2011). China in the eyes of western travelers as represented
Malhotra, N. K.( 2010). Marketing research: An applied orientation. 6th ed. New
Jersey: Pearson
McGonagle, Terlach (2008). The Promotion of Cultural Diversity Via New Media
112
Strouberg: European Observatory. Retrieved December 02, 2010, from
http://www.obs.coe.int/about/oea/pr/irisplus0608.html
McGregor, A. (2000). Dynamic texts and tourist gaze: Death, bones and buffalo.
Mathieson, A., & Wall, G.(2012). Tourism, economic, physical and social impacts.
Longman.
Melkote, S., & Steeves, L. H. (2001). Communication for Development in the Third
Inc.
http://www.em.gov.lv/images/modules/items/OECD_Tourism_Culture.pdf
113
Pettigrew, J. E., & Reber, B. H. (2010). The new dynamic in corporate media
relations: How Fortune 500 companies are using virtual press rooms to
Group.
Riley, R. W., & Van Doren, C. S. (2002). Movies as tourism promotion: A ‘pull’
Richard, .A. M., Sado, .J ( 2007). Television and politics: A critical review. London:
Routeledge.
Robertson, M., & Rogers, P. (2009). Festivals, cooperative stakeholders and the role
Press, Inc.
Standing, C., Tang-Taye, J. P., & Boyer, M. (2014). The Impact of the Internet in
114
Suresh, K. (2007). Theories of Mass Communication. Retrieved December 07, 2010,
from http://www.peoi.org/Courses/Coursesen/mass/mass2.html
847-867.
Tasci, A. D. (2009). Social Distance The Missing Link in the Loop of Movies,
494-507.
7(3-4), 287-289.
Tooke, N., & Baker, M. (2006). Seeing is believing: The effect of film on visitor
46-53.
UNWTO (2007). International tourism obtains its best results in 20 years. World
1:7.
Account Programme.121 p.
http://unstats.un.org/unsd/tradeserv/egts/CG/IRTS%20compilation%20guide
115
%207%20march%202011%20-%20final.pdf
communications.
Urry, J. (2002). The tourist gaze: Leisure and travel in contemporary societies.
Wang, D., Park, S., & Fesenmaier, D. R. (2012). The role of smartphones in
387.
Wirtz, B. W., Schilke, O., & Ullrich, S. (2010). Strategic development of business
models: implications of the Web 2.0 for creating value on the internet. Long
116
WTO (2008). WTO World Tourism Barometer. World Tourism Organization, Madrid
Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information
Yoo, K. H., & Kim, J. R. (2013). How US state tourism offices use online
39(5), 534-541.
behaviour in Sweden.
117
APPENDIX
QUESTIONNAIRE
TOURISM MANAGEMENT,
OSUN STATE.
Promoting Culture and Tourism Industry’’ using National Museum Ile-Ife, Osun
Osogbo grove, Olumirin Water fall, Ijebu-ijesa, Osun State as case study. This is
in partial fulfilment for the award of National Diploma in Leisure and Tourism
Management and you have been selected to participate in the survey. We hereby
assure you that any information given in this questionnaire will be confidential and
We shall be grateful if your response to these questions is appropriate and nothing but
the truth.
Thanks.
118
INSTRUCTION: Please read the questions below and tick (√) where appropriate.
SECTION A
Others (Specify).................
Others (Specify).................
SECTION B
Yes [ ] No [ ] No idea [ ]
10. Do you listen to tourism and cultural programme like “Asa” on Unique Fm
Yes [ ] No [ ] No idea [ ]
13. Will you support the transmission of more cultural programmes on radio?
119
Yes [ ] No [ ] No idea [ ]
15. Do you think mass media (Unique Fm-103.1) has really promoted tourist sites
16. Does mass media improve people’s way of life through cultural programmes?
Yes [ ] No [ ] No idea [ ]
17. Do you think our society can be made a better place if the tourist sites are
18. Do you think mass media can facilitate culture and tourism awareness?
Yes [ ] No [ ] No idea [ ]
19. Does mass media create awareness about preservation of indigenous Nigerian
20. Do you think Culture and Tourist sites in Nigeria can become extinct if mass
21. Do you agree that mass media communicate new facts and skills in
Yes [ ] No [ ] No idea [ ]
22. Do you agree that level of practice and transmission of culture in the society is
23. Do you think lack of equipments and logistics can make mass media (radio) to
24. Do you think norms, values and beliefs in some society make it difficult for
120
25. Do you think learning of indigenous culture can be achieved through mass
26. Does mass media influence the level of patronage of tourist to destinations in
27. Does mass media have a significant effect in introducing tourism destinations
28. Does marketing and advertisement play any significant role in the promotion
29. Does media have a tremendous potential and responsibility to maintain the
30. Mass media has no significant impact on culture and tourism industry.
Yes [ ] No [ ] No idea [ ]
Yes [ ] No [ ] No idea [ ]
32. Do you agree that mass media have a social responsibility to enhance the
121