NIGERIAN YOUTHS AND THE IMPERATIVE OF MEDIA LITERACY

Media usage constructively is a principle to understanding media messages; indeed it’s a useful principle for sustainable development in Nigeria. Hence, this paper attributes the rudiments for its enhancement. It states that media plays a central role in social transformation of a society and also functions as a moderator of public behavior. The paper highlights major points in tackling media knowledge to Nigerian youths; the concept of Media literacy, Nigerian youth and Media messages were reviewed. It further reviewed literature related to the study from various scholars where it establishes media education around the world and Nigeria context. The paper states that, several theories have been propounded to highlights the interrelationship between social change and media literacy. Some of these theories as identified in the paper include individual difference theory, social influence theories and media system dependency. These theories consider mass media as a significant social power that is able to shape and legitimize norms and personal beliefs. The paper concludes that lobbying at all government level is necessary to keep the attention of policy makers and to encourage lawmakers to provide the required funding for media education among youth and school children.