Publications

Broadcasting by its nature, is the singular most powerful universal means of instant public communication.Amongst its unique attributes is the ability to instantly reach a wider, more varied group of consumers than anyother medium. With this very nature of the broadcast media, it could therefore be a useful tool in promoting theideals of national development. This paper evaluated the role of the broadcast media in cultural and nationalintegration. The linkage between broadcasting and culture was first established by Harold Lasswell when he notedthat part of the responsibilities of the mass media is the transmission of social heritage from one generation toanother by way of taking intellectual contributions of one generation and passing them on the next. In the serviceof national development, the mass media are agents of social change. The specific kind of social change they areexpected to accomplish is the transition to new customs and practices and, in some cases, to different socialrelationships. Besides, such changes in behaviour must consist of substantial change in attitudes, beliefs, skills andsocial norms. This therefore points to the fact that the broadcast media is not only tailored to promote culturalintegration but development as well