Robert Odey Simon and Besong Eric Ndoma
The Nigerian mass media owe their Nigerian peoples the duty of transforming their diverse cultures respectively. Although the task seems thankless and complex, it is indeed rewarding, thankful, worthwhile, easy and simple if willing, committed and functional. The current worrisome state of our indigenous cultures is majorly because the media, that are suppose to duly rouse the peoples to their cultures and generally effect the transformation of these cultures, have simply abandoned their right roles in doing so for the otherwise. Rather, they have resorted to attrition and westernisation, dabbing them variously. This paper calls on Nigerian media to turn a new leave and take up active indigenous cultures transformation roles. Government, schools, parents (families), religious groups, corporate organisations and every individual must all actively join hands with the mass media in their new efforts and roles to transform our cultures. The paper basically draws from relevant library print sources, besides intuition and observation primary sources. The text content analysis, the descriptive method and qualitative comparative and analytical approaches ground the study.
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Journal of Mass Communication & Journalism received 205 citations as per Google Scholar report
