Evaluation of local content programming and cultural imperialism in Nigerian broadcast media.

Abstract

This paper investigated the local content programming and cultural imperialism in the Nigerian broadcast media with a view to determining the extent to which cultural imperialism influences radio and television stations in Nigeria local content programming and the impact of their programmes on the indigenous culture. The theories of cultural imperialism and cultivation Analysis were employed to underpin or support the study. A survey method was used to gather data for the study. Based on the empirical data obtained, it was revealed that broadcast stations in Nigeria are involved in local content programming but the extent is not significant as foreign programmes still take the lead in our broadcast stations. Even most of the programmes that are regarded as indigenous in our broadcast stations, are in most case, dominated by the content of foreign materials. This to a large extent has contributed to cultural imperialism as our indigenous programmes are in most cases relegated to the background even by the indigenous viewers. Findings also revealed that the reasons for this horrible and hideous situation is lack of finance for local programming, lack of digitalized equipment which constitutes poor quality programming and lack of austere monitoring by the NBC. The study concludes that broadcast media in Nigeria is still infantile as well as juvenile in terms of local content programming, thereby opening wider fissure for foreign programmes to fill in. The study recommends that the broadcast media in Nigeria should come back to the drawing board and pay keen attention to local programming as this is the only way our core values as a people and nation can be promoted. NBC must not relent in ensuring compliance and sanctioning violators of the local content provisions.