MASS MEDIA AND THE PLACEMENT OF CULTURAL VALUES (A CASE STUDY OF RESIDENT OF UYO)
CHAPTER ONE
INTRODUCTION
Mass media are the channels used for communication (Joseph R. 2009). Mass media consists of the various means by which information reaches large numbers of people, such as television, radio, movies, newspapers, and the internet. sociologists study mass media especially to see how it shapes people’s values, beliefs, perceptions and behavior. Mass media, over the years, has had a profound effect on our society, on its culture and on the individuals exposed to the media. Mass media is a form of socialization, having a long-term effect on each member of society. Socialization is a long-term process that every human being undergoes as he or she becomes a functioning member of society. It refers to the internalizing of all the lessons from many sources of cultural values.
The media, which is somewhat reflective of society, has become a powerful tool in shaping our cultural values (Lai & Dmaru, 2011). Advertisements are the foundation of mass media; they sell images, values, success normally, norms, among others. Daily, we are exposed to advertisements whether they are written or commercial on the cultural values. the rapid and amazing development of the mass media and placement of cultural values has taken a dimension in transforming in a radical way the work and the culture, the entire society in planet the immense placement of cultural values is closely tied to the mass media; the awesome continuous flow of ideas, images, knowledge and technologies, of money, goods and sensations; the mobility and the migrations of multitudes of people, with the consequent blend of populations and cultures. Also, the mass media do not modify society only, but also the single persons, their mentality, their interest, their attitudes, their behaviors, and even their psychology, their capacity and reactions. John Paul II underlined systematically that the mass media have “a great capacity to model the ideas and influence the behavior” (MF.6).
As postulated by Duncan (1988), cultural value is frequently defined as the integrated pattern of human knowledge, belief, and behavior. This is broad enough to include all major aspects of culture; language, ideas, beliefs, customs, taboos, codes, institutions, tools, techniques, work of art, rituals, ceremonies and so on. culture can also be known as the beliefs, values or other frameworks of references by which we make sense of our experiences. It also concerns how we communicate these values and ideas. Mass media centrally involved in the placement of modern cultural values. Media production of interlinked circuits. What is produced is influences by cultural values; how the texts are formed and represented are influenced in the same way and readings of the texts are also subject to both abstract and particular cultural viewpoints. rather, cultural values can be strictly adhered to and imbibe upon through mass media.
It is pertinent to note that mass media play important role in the placement of cultural values. The burgeoning problems with the media have been documented in great detail by researchers, academicians and journalists themselves. High levels of inaccuracies-public confidence in the media, already low, continues to slip. Perhaps news on cultural values is now sponsor driven. The media is more about making money and swaying opines as opposed to just providing nonbiased information. Economical and political influence often hinders the objectivity of mass media. Another problem as observed here is ethinism. This is when the journalists and the editors favour their place or origin or hometown in their publications of cultural values. Also, the government, whereby all news and advertisements are not permitted to be published though it is said to be a free press.
However, it is seen that the mass media has largely failed in addressing cultural/social problems that exists in this society. Television has become perhaps the primary vehicle that society receives its information and presents its values and expectations. But television news sources have a tendency to only broadcast negative images of minorities. Here, our concern should be; how mass media relates to our cultural values? Do media text shape or construct or change cultural identify? What are the problems of media in the placement of cultural values? it is on this premise among others that makes the researcher to undergo study on the mass media and the placement of cultural values and plotter a solution to it of which uyo resident was used in content analysis.
1.3 The objective of the study
The objectives of the study were to:
- Examine mass media and the placement of cultural values
- Know whether mass media relates to cultural values
- Determine whether media text shape or construct or change cultural identity
- Ascertain whether government policy affects mass media in the placement of cultural values
- Identify the problems associated with mass media in broadcasting cultural values
- Determine whether the audience sees mass media as a veritable tool to upholding cultural values.
- Do mass media play role or influence the placement of cultural values in the society?
- What is the relationship between mass media and cultural values?
- Do mass media text shape or construct or change cultural identity?
- Does government policy affects mass media in the placement of cultural values?
- What are the problems associated with mass media in broadcasting on the cultural of the society?
- Do audiences p mass media as a veritable tool to upholding cultural values?
The testable hypothesis of the research study are the following:
Ho: There is no significant relations between mass media and the placement of cultural values.
Hi: There is significant relations between mass media and the placement of cultural values.
Ho: Government policy does not affect mass media programme on cultural values.
HI: Government policy do affect mass media programme on cultural values.
- Significance of the study
The significance of the study rests on the fact that the findings might help to provide a cutting edge and practical tabloid in reporting cultural values of the society, and it will enable the media to change the way of informing, educating, analyzing, picturing cultural values and take a pragmatic steps by initiating actions and policies that will sustain cultural values. the study will grove the media in cultural values to teach, manipulate, sanitize and mobile audience through information dissemination. the study will also chart a new course for the public in line with the agenda of cultivating cultural theory. There, b creating in the minds of the people issues including cultural values.
Mass media has the potential to play a key role in developing cultural values of peaces and non-violence, this, the consequences and ramifications of the mass media relate not merely to the way newsworthy ever perceived, but also to a multitude of cultural influences that operate through the media. It will help to reach wide audience with a strong and influential message and with a potential to have a strong social and cultural impact upon society. The study will also help to influence the behavior of the populace positively.
This work will be vital to both the private press and government press that want documentation and commentaries on the cultural values.
The study is only limited on the mass media and the placement of cultural value of which a case study was taken
