INFLUENCE OF THE MEDIA ON YORÙBÁ CULTURE AMONG THE PEOPLE OF EKITI STATE

Abstract

The Yoruba culture is a well-respected and very rich way of life. It is learned, shared and passed from
generation to another generation. There are different ways by which culture can be promoted and
preserved especially among the Yorubas. Hence, this study examined the media as a variable for
preservation and promotion of Yorùbá culture especially among people of Ekiti State, Nigeria. The
study was anchored on the culturalist and gratifications theories. A survey design was adopted for the
study with a population of 923,721 residents. A sample size of 400 respondents was determined using
Taro Yamane sample size determination technique. The findings demonstrated the intricacies of media
portrayals of Yorùbá culture, underlining the necessity for genuine, respectful, and equitable
representations. The study revealed that mainstream media can both enhance and destroy Yorùbá
cultural heritage. The recommendation offers a holistic media strategy that incorporates traditional
and digital media, promoting community-based media and audience-driven cultural content. Media
depictions should prioritise accuracy, respect, and equity, while media personnel should undergo
cultural sensitivity training to ensure appropriate representations.