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EFFECTIVENESS OF PRIVATE TELEVISION STATIONS IN CULTURAL PROMOTION

CHAPTER ONE

INTRODUCTION

Background to study

Edward B. Taylor (33) defined culture “as a complex whole which includes knowledge, beliefs, arts, crafts, law, moral, custom, and any other capabilities and habits acquired by man as a member of society”. In line with this definition M. T Akinlade (95) also said “culture in this sense can be seen as a way of life because it permeates all facets of human life from birth to death”. Also, UNESCO defined culture as “set of distinctive spiritual, material, intellectual and emotional features of society or a social group and that it encompasses, in addition to art and literature, lifestyles, ways of living together, value systems, traditions and beliefs”. In the same way, the Cultural Policy of Nigeria in Anyakoroma (1) defines culture as “the totality of way of life evolved by a people in their attempt to meet the challenges of living in their environment which gives order and meaning to their political, economic, aesthetic and religious norms and modes of organization distinguishing a people from their neighbours”. Culture is thus the totality of the way of life of people. Culture entails how people behave generally in their community; that is how they talk, dress, respect elders, greet and above all, culture constitutes the behavioral modes of individuals within the society.

Today, our immediate society is faced with a lot of vices as a result of poor behavioral modes by individuals. One of the major factor that contributes to poor behavioral modes in the society is the fact that people are no longer familiar with or are completely detached from their culture through which they learn about morals and ethics. So, if people are conversant with their culture, they would know how to behave properly and the society will be a better place for everyone. For example if the people cultivate the habit of dressing properly there will be less case of rape and sexual harassment particularly among the youths.

Also culture teaches manners of greetings and how to talk to elders within the society, but most people in the society today have poor manners of addressing people and this usually lead to misunderstanding and chaos within the society.

As a way of looking for ways through which culture can be revived in the society, the television medium becomes the best outlet through which this can be achieved. As a major medium of communication; the television medium gives the needed information that informs and educates people about their culture. This is achieved through programmes such as music shows, talk shows, drama series and documentaries. Many of these programmes promote cultural values, norms and ethics of the society. These television shows also help to 

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