CHAPTER ONE

1.1 INTRODUCTION

Background of the Study

Communication and culture are intertwined. This lies in the fact that they are relevant to the

proper functioning and relationships of the different groups within the society. In this sense the

various ethnic groups can be brought together in common understanding of their differences

uniqueness and similarities particularly through broadcasting. This art of sharing and exchanging

of information ideas and meanings which communication is is one unique attribute of humans

especially when considering the use of verbal and non-verbal (gesture) communication cues as

means of achieving this exchange. Agba (2002 p. 247) states that “communication is also an

ideological or cultural creation. Meanings are understood within the context of a people‟s taste

values norms and philosophy generally”. The MacBride‟s commission of 1981 defines

communication thus:Communication maintains and animates life. It is also the motor and

expression of social activities and civilization it leads people from instinct to inspiration

through variegated process and system of enquiry to command and control it creates a common

pool of ideas strengthens the feelings of togetherness through exchange of messages and

translates thought into action reflecting every motion and need from the humblest task of human

survival to supreme manifestation of creativity or destruction.

Communication is very paramount to societal survival. No society exists without an adequate

communication system to hold it together. It is an interaction process through which person‟s or

groups relate to each other and share information experiences and culture. The whole essence of

communication however is to meet the information needs of the people hence; communication is

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not an end itself. It is an elemental social process on which all other social process depends as a

social technique. Without communication there are no inter-stimulations among people; people

will not have common meanings of things and there will be no action that could provide

information.

Due to the expansion of societal needs the usage of communication at the interpersonal level

was further expanded to accommodate mass communication hence today there is mass

communication as the dissemination of messages through the mass media of communication to a

large diverse and heterogeneous audiences. Defleur and Dennis (1991) see mass communication

as “a process in which professional communicators use the mass media to disseminate messages

widely rapidly and continuously to arouse intended meanings in large and diverse audiences in

attempts to influence them in a variety of way.” Okunna (1999p.7) says that “it cannot take

place in a face to face situation because its audience is usually scattered.” And of the various

tools of mass communication is the electronic or broadcast media which concerns itself with the

dissemination of electronic means of messages via the air-waves.

The whole essence of broadcasting therefore is to create a forum for the immediate and

continued exchange of commonalities and meanings in National communication needs. This in

turn is expected to bring about integration especially in multicultural society like ours in Nigeria.

The broadcast media of which radio is an intrinsic part was designed to be a companion sharing

useful information that could help knit the fabric of society closer as well as promote socio-

cultural economic cum political gains for the people. Due to this important factor the broadcast

media are seen as veritable tools required in the mobilization and integration into the mainstream

of governance. Where there exist programmes using both audio and visual signals while radio

is restricted to the dissemination of audio messages only designed to help men satisfy his various

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needs and also to promote togetherness among people through its lofty and well packaged

programmes.

Broadcasting has continued to serve as a tool for national development as it helps in creating

awareness of the various cultural entities in Nigeria. One of the areas which broadcasting has

been successfully used as a National integration tool is the area of cultural diffusion. To promote

culture implies telling the Nigerian people about the richness of the various cultures that exist in

our society and environment in terms of cultural heritage.

Brief History Of The Yoruba People

The Yoruba people occupy the south western part of Nigeria. They account for about 20% of the

population of the country. They are a religious group of people who are mainly Christians

Muslims or of traditional beliefs. The Yoruba people have different stories about their origin but

they all relate to the same ancestor “Oduduwa”. One of the stories has it that Oduduwa the father

of the Yorubas was sent by God from heaven accompanied by his lieutenants and landed at the

Ile Ife where he proceeded with his mission. The chain with which he landed onto earth is still

said to exist in the shrine though it is said to be hidden from profane eyes.

The Yoruba people occupy the states Ondo Oyo Osun Lagos Ogun and Ekiti and some parts

of Kwara and Edo states respectively. Some of the prominent works of the Yoruba people are in

the field of art where the works that come out of them compete favourably with that of ancient

Greece and Rome. Regardless of their origin the Yoruba people of Nigeria have proved

themselves to be a people of a dynamic culture and tradition.

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Brief History Of The Egun People.

Badagry was established in 1425 AD and was established by a farmer whose farm stretched

across the lagoon called Agbede. Agbede in Egun language implies Agbedegreme but this was

later changed to Agbadarigi by the Yoruba alien of the south west Nigeria and later to Badagry

by the European slave. The main language of the people is Egun language. Slave trade occurred

in Badagry in the early 16

th

century to the late 18

th

century (for about 300 years) by the European

slave dealers and this has made the town a tourists attraction where tourists from all over the

world visit every day.

Brief History Of Murhi International Television

MITV is one of the first eleven private Television stations in Nigeria licensed by the NBC and

the federal government as far back as 1993/94 during the Babangida regime when the broadcast

industry was deregulated.

MITV began commercial transmission on the 12

th

of August 1996 and since then have been on

air consistently.

MITV inspite of the encumbrances of public service bureaucracy has been able to sustain its

frontline position especially in terms of crystal clear signals as well as content that conforms to

international standards in the contemporary television industry.

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1.2 Statement Of Research Problem

Despite the fact that the Yoruba and Egun ethnic groups in Lagos state live together they still

have some cultural differences between them which sometimes seem to bring some inter-crisis

between them. Therefore this study seeks to answer the question How has “Na So I See Am”

programme of MITV Lagos state been able to integrate the two ethnic groups.

In this study the researcher intends to discuss the role of “Na so I see Am” programme of

MITV Lagos state in the integration of the two ethnic groups.

1.3 Objectives Of The Study

The objectives of this study were:

a. To find out the popularity of the programme “Na So I See Am” on MITV amongst the

Yoruba and Egun ethnic groups of Lagos State.

b. To find out how the television programme “Na So I See Am” on MITV has helped in

promoting the cultures of the Yoruba and Egun people of Lagos State.

c. To find out how the Television programme “Na So I See Am” has helped in integrating the

cultures of the Yoruba and Egun people of Lagos State.

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1.4 Research Questions

This research will attempt answering the following questions.

1. To what extent is the television programme “Na So I See Am” popular amongst the Yoruba

and Egun ethnic groups in Lagos state?

2. In what ways have the programme “Na So I See Am” been able to promote the cultures of

the Yoruba and Egun people of Lagos state?

3. To what extent has the programme “Na So I See Am” helped in integrating the Yoruba and

Egun ethnic groups of Lagos State.

1.5 Scope And Limitation Of The Study

Scope of the study according to Nworgu (1991:46) refers to all those aspects of the study that the

researcher eliminates off due to certain pertinent reasons. It has to do with the content area

coverage of the study and so the study of other ethnic groups may not be relevant to this study.

The major limitation of the group is the samples that were only from Badagry and Lagos State

which were chosen as the area in carrying out this research. This finding is based on the results

gathered from Lagos State and Badagry on the integration of Yoruba and Egun ethnic groups.

1.6 Significance Of The Study

This study is important in that the broadcast media should be seen to be responsible first to the

public. Its effectiveness in executing these responsibilities will determine its credibility rating

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before the people. A high rate will help preserve its financial autonomy in the sense that they

won‟t be indebted to anyone or the government both financially and materially and thus prevent

it from becoming dependent on special interest and influences that will harm its existence. This

study is important because it will find out how the activities of the television programme “Na So

I See Am” have helped in cultural development sustenance of culture promotion of culture and

cultural integration. Similar studies have been done on this subject in the past. Also many

people in future will undertake research studies such as this or on other related subjects. Thus

this study will be a preliminary work and equally a reference point for those that will be carried

out in future.

1.7 Definition Of Terms

1. Broadcast: A broadcast is a programme performance or speech on the radio or on television.

2. Culture: Culture consists of activities such as the arts and philosophy which are considered to

be important for the development of civilization and of people‟s minds.

3. Integration: Becoming part of a group being accepted into a group.

4. Society: A society is the people who live in a country or region their organizations and their

way of life.

5. Communications: This means sharing or exchanging information with people for example

by speaking writing or using equipment.

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