This is a discourse on the cardinality of the media in promoting culture in Nigeria. Employing the analytic and direct observation methods, we used Albert Bandura’s Social Learning Theory (SLT) as a lodestar to apprehend the issue of cultural promotion via the media. It was argued that the media is very relevant and potent for the promotion of culture. It was also argued that that the media is effectively playing this role of cultural promotion in Nigeria based on the fact that several constitutional and legal provisions have been made by the Nigerian government to ensure the effective performance of such responsibility by the media. It was further claimed that over the years, the media in Nigeria have continued to ensure compliance by providing relevant media contents on Nigeria’s culture with the ultimate aim of promoting the Nigerian identity. The conclusion reached is that both the ethnic minority and the ethnic majority cultures of the country are relatively well represented and promoted by the Nigerian media, but there is room for improvement.
Omoera et al. (Tue,) studied this question.