BROADCASTING, VALUES PROMOTION AND THE IMPERATIVES OF SOCIOCULTURAL DEVELOPMENT IN NIGERIA

Aside the basic functions of information, education and entertainment, the mass media play significant role in sociocultural development of the state through the preservation, promotion and transmission of culture from generation to generation. As channels for the dissemination of information and education, the media (particularly the broadcast sector), are in addition, used to bring about positive attitudinal changes in the society. As laid down in the Nigeria Broadcasting Code, the cardinal responsibility of broadcasting which is to inform, educate and entertain, shall not be at the expense of national interest, unity and cohesion of Nigeria's diverse sociocultural, economic, political, and religious configurations. Thus, the principal objectives of broadcasting shall be to promote generally accepted social values and norms, especially civic and social responsibilities; and to influence the society positively, setting the agenda for the social, cultural, economic, political and technological development of the nation, for the public good. Against this background, and with the use of cultural norms and agenda-setting theories, this paper justifies the argument that the institutions of mass media, if properly utilised, can contribute efficiently, especially in areas of sociocultural and political development. It also suggests that the media (particularly the broadcast sector) should endeavour to transmit programmes that will build the audience positively, as this would go a long way in enhancing the sociocultural, economic and political development of the state