THE ROLE OF MASS MEDIA IN PROMOTING VALUE RE-ORIENTATION AND TRANSFORMATION IN NIGERIA

Adetunji, Alamu Musbau; Abdulrahman, Ibrahim & Joel, Leke Samuel

Abstract

The role played by the mass media in Nigerian current post-industrial society cannot be over emphasized. It is a modern means of communication that reaches large number of people at once in a given society and commonly found in almost every average income households in the world at large. By contrast, local media covers a much smaller population and focusing on regional news of infested. Therefore, this study examined the role of mass media in promoting value re-orientation and transformation in Nigeria. The re-orientation and transformation of value system in the society is a search for national culture that would reshape and remould national character and image of people. This paper employed the review of literature and making logical inferences from them. It is revealed from the study that mass media play a major role in promoting national image, respect for human life and dignity, and corporate values. Based on the outcome of the study, it is advocated that, for Nigeria to thrive and move forward, there must be valued re-orientation among the citizens.