CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
The mass media-radio, television, newspaper and magazine reach large numbers of people through communication and entertainment, and have been found as a useful tool for influencing the public. Information network allow private individuals to get information and to communicate directly with one another (Schiller, 199:186).
Although mass media especially the broadcast media have a distinct presence in our homes today-providing us with a wealth of information on a multitude of channels-they are equally well especially well established as parts of the social structures and world of values around us.
The broadcast media have become probably the most important social institution in the construction and circulation of information in any modern society. The broadcast media permeate our daily lives. They serve as the main source of information concerning our social, cultural and political processes. Also, they are veritable revervior of image suggestions concerning modes of self preservation and general life styles.
Media scientists have often discussed how much influence the media has on people’s opinions, behavior and attitude. People tend to selectively read what they already agree with and to rationalize their preferred opinions in the face of contrary arguments. Experimental evidence seems to indication that the mass media have little power to change people’s opinions on issues for which they already have formed a strong opinion, but they have a profound influence when it comes to setting the agenda and priming people on new issues.
The mass media especially the broadcast media play influential role on modern society. The Nigerian population including children relies on the broadcast media as the main source of information and the basis on which they form certain habits and behavior. According to cultural selection theory, any selection of messages in the media will thus have a profound effect on the entire society.
The broadcast media seems to be the most important channel for the propagation of culture, ideas, and opinions; and also play vital role in shaping people’s attitude and bringing conformity to some kind of lifestyle which determine the informed decisions of people. Most opinion formation takes place when people sit and watch or read news and articles on the media.
Looking at the cultural selection in the electronic information society, it would be observed that the selection lies in the choice between TV channels. Millions of viewers sit comfortably zapping between action films, revivalist preachers, and commercials for a new fragrance, hardly realizing that by choosing which cultural influence they expose themselves to, they also chose their cultural and moral disposition and destinies.
Good moral upbringing is an asset which any wise society and/ or individual wishes to inculcate in children and the wider members of the society. The broadcast media could be applied effectively in the moral upbringing of children and the sanity of all in the society. This responsibility is a duty which patriotic citizens, mass media practitioners as well as well-meaning individuals owe the human society, especially Nigerian society where ideological riots, mental infant and attitudinal decadence are evident.
Indeed, the broadcast media have been identified to be so powerful and attributed to have so much influence on the people. This study tends to specifically appraise the broadcast media on the moral upbringing of Nigerian children.