THE ROLE OF TRADITIONAL MEDIA IN PROMOTING NATIONAL UNITY IN NIGERIA

1.1 Introduction

The rural means of communication is still the epitome for rural development. These traditional medium of communication includes the following Ekwe, Ikoro, Smoke signals, Open market, Age groups, palm fronds, The town crier oja etc. The role of the media, particularly, television in advancing national integration is pivotal. Television has become a very important and an effective medium of mass communication since its invention. Its synchronous transmission of audio and visual signals enables it to excerpt enormous influence on the society, thus, commanding credibility and attention than other media as radio, newspaper, magazine etc. Television has become a nerve linking the society and its activities together. This is because it performs the role of integration which is of particular importance in contemporary times in which ethnic, religions, politics and other diversities are being brought together into a global village.

As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Research hypothesis and questions, Limitations of the Study and Definition of technical terms.

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1.2 Background of Study

The media provides messages which people from different groups and nations require in order to know; understand and appreciate each other. Moreover, television creates awareness of different life styles in a society. In doing this, emphasis is placed on similarities in life style, which is beneficial to developing nations like Nigeria where loyalties rarely extend beyond the village, tribe or religion and where integration is usually seen as identification with the larger whole, that is, the state.

For a developing country like Nigeria to achieve true national integration and unity, the role of the media especially television must be unearthed and emphasized. National integration is a multi-faceted or rather a multi-sectoral concept that encompasses all aspects of our national, educational, cultural, social, religious, tribal, ethnic, political, economic etc. it therefore connotes the active participation of all. The media enlightens the general public on the desirability for national unity and development.

This, in assessing the role of television in advancing national integration, it should be noted that, the media (Television) inform every stratum of the society about the dangers of lack of unity amongst the different people of a community or nation state through the creation of sense of identification and the propagation of common cultural values. In Nigeria, for instance, NTA stations in different states of the Federation exchange programmes about their peoples’ ways of life, this could be seen as an attempt at National integration. By watching such programmes, people of one state can get to understand and appreciate the pattern of life, view point and aspirations of other Nigerians in other states. Such as understanding could minimize or even eliminate fear and ethnocentrism which usually form the basis of the mistrust which divide people along cultural, religious and other liens/diversities.

For the media, particularly television to contribute meaningfully to national integration/unity in facilitating development, it must have a conclusive atmosphere to carry out its traditional function of curtailing the excesses of communities which if left to continue will drail the much needed integration and development. The media needs all the necessary support from both the government and the citizenry to educate people on the need to tolerate one another in the interest of peace and tranquility. Recent events in the Niger-Delta, Jos, Kano, and Bauchi crisis are manifestation of lack of unity amongst the various communities of the nation .Those frictions not only impede social and economic development, but also resulted into loss of lives, maiming of innocent citizens of the areas and destruction of properties.

Thus it is imperative for the media to play a very crucial role in changing these ugly situations. This is only attainable if the press is given a free hand to operate because a free press is the cornerstone of national integrations and development. Communication both modern and Traditional means has promoted peaceful co-existence, understanding and self-awareness among human beings. Both modern and traditional means of communication have certain common elements that together help define the communication process. In communication there must be individuals who are involved in the dissemination of the message and at the same time receiving the message in order to make it lively and effective.

Therefore, in Nigeria where the research was carried out, the activities that was conducted is to know the role of traditional media in promoting national unity.

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1.3 Statement of Problems

Investigation revealed that National integration is highly instrumental to the development of every nation. Nigeria, though characterized by so many ethnic, religious and cultural diversities cannot be said to be an exception. Thus, there is the problem of lack of understanding amongst the various diversities in the country, which has often resulted into crises. However the mass media, particularly television has come under criticism while performing its role of national integration during such period.

Against this background, this study shall assess the role of traditional media in promoting national unity in Nigeria with the goal of engendering peace and harmonious co-existence among the divers groups in the Nation.

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1.4 Aim and Objectives of Study

The aim of the study is to assess the role of traditional media in promoting national unity in Nigeria. In achieving this aim, the following specific objectives were laid out as follows:

1. To analyze the various means through which traditional media carry out their national integration functions;
2. To find out viewers perception of traditional media and how it relate to the national integration goal;
3. To investigate the influence of traditional media message during crises in the area under study;
4. To assess traditional media utilized towards promoting National unity in the area under study; and
5. To find out how traditional media can be used to further enhance unity within the nation’s groups and cultures.

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1.5 Research Questions

The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:

• What are the various means through which traditional media carry out their national integration functions?
• What is the perception of traditional media viewers and how does relate to the national integration goal?
• What is the influence of traditional media message during crises in the area under study?
• What are the traditional media utilized towards promoting National unity in the area under study?
• How can traditional media be used to further enhance unity within the nation’s groups and cultures?

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1.6 Research Hypothesis

In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.

Hypothesis One

• H0: Traditional media cannot be used to further enhance unity within the nation’s groups and cultures in Nigeria
• H1: Traditional media can be used to further enhance unity within the nation’s groups and cultures in Nigeria

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1.7 Significance of Study

This research work will contribute meaningfully to literature both for students and media practitioners and generally in the field of mass communication. This research is also generally useful since it diversity which is cardinal to sustainable development.

This study will be of immense benefit to other researchers who intend to know more on this study and can also be used by non-researchers to build more on their research work. This study contributes to knowledge and could serve as a guide for other study.

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1.8 Scope of Study

The scope of the research is focused on the role of traditional media in promoting national unity in Nigeria.

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1.9 Limitations of the Study

During the course of this study, many things militated against its completion, some of which are:

1. Time Constraint: The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
2. Research material: availability of research material is a major setback to the scope of the study.
3. Frequent power failure: This made the researcher append more money on fuel to ensure sustainable power.
4. Financial Constraint: Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).

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1.10 Definition of Terms

Traditional Media: These are local means of communication using the following medium of communication such as: Ekwe, Ikoro, Smoke signals, Open market, Age groups, palm fronds, The town crier oja etc.

Integration: means combining two or more things in such a way that one becomes part of the other.