AN ASSESSMENT OF COMMUNITY NEWSPAPER IN THE PROMOTION OF CULTURAL HERITAGE IN NIGERIA

Abstract

This study was on assessment of community newspaper in the promotion of cultural heritage in Nigeria.  a cases study of the Guardian and Vanguard Newspapers in Lagos. Three objectives were raised which included:  To determine the frequency and trend in the coverage of cultural heritage resources and their tourism potentials in the Guardian and Vanguard Newspapers, to ascertain the prominence (placement) given to cultural heritage in Nigeria in the selected newspapers and  to identify the story type used in the coverage. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from selected hospitality industries in Lagos. Hypothesis was tested using Chi-Square statistical tool (SPSS).

 Chapter one

Introduction

1.1Background of the study

The community newspapers are important forces in our society. They provide information and entertainment and, at the same time, have persuasive powers that are capable of effecting radical changes. For this reason, the role of the community newspaper in the development and promotion of our culture, moral and community life cannot be overestimated. In this modern day we are surrounded by the mass media. As a result of the explosive growth of the mass media in the recent past, they have become a natural part of life. However, the community newspaper should not merely be accepted as natural; each person should become aware of how they influence the shaping of his or her own being and the environment in which he or she lives.

            Development is the singular ultimate quest of every society. Even the advanced countries still thirst for further development. Essentially, development implies the desire to improve or progress towards improvement in the quality of life of the people or majority of the people in a given society or community (Konkwo, 2010). And what happens during development, in essence is that a more active system is created and relations that have been dormant are awakened and parts that have been largely eccentric become interrelated and able to bring about an enormous progress in further activity and productivity. This embraces the social and cultural progress of that society, including those multitudes of different types of changes (in society) from the relatively specific notion of economic expansion to industrialization, urbanization, increase in literacy rates and so on.

            When therefore, one talks of the role of the community newspaper in the promotion of cultural heritage, broadly speaking, one is referring to the roles of these media in encouraging people to accept and practice changes in attitudes and behaviour that will bring about development. Culture could be likened to tradition, which is a belief, principle or way of behaviour which people in a particular society or group have continued to follow for a long time. A culture or tradition seems to exist in a community, perhaps forever, because it is passed on from one generation to another through traditional means of communication. Since cultural beliefs are transferred from the older to the younger generation, there is the temptation to ask how the process of transference will continue when the old and aged become extinct (Myers, 2000). This is where the issue of communication comes in to ensure that there is a continuous flow of culture from one generation to the next.

            Many social changes evident today are at least partially attributable to community newspaper. Cultural, moral and community opinions have been changed largely by the fact that the mass media can provide seemingly uninterrupted news that have influenced community life, indigenous culture and morals as well.

Statement of the problem

For Nigerian cultural heritage to serve as the foundation for tourism and economic development, cultural heritage resources must be packaged, promoted and sold since heritage cannot market themselves. In order words, heritage must be packaged by society if they must serve as tourist attractions. As potent tools in mass mobilization, information dissemination, entertainment, socialization, integration, cultural promotion amongst others (Chieme, Nyekwere, Nwaubeta & kiriko, 2017), the media are a key player in the propagation and promotion of cultural resources for tourism development. Nwabueze, Nnaemeka, Umeora and Okika (2015) corroboratively note that the media have the responsibility of setting agenda and also influence the way the public comprehend certain issues, its impact and the need for action. Thus, the reportage of issues on cultural tourism can determine the extent of value accorded to cultural heritage because the way in which the media report such values can influence the ways audience view and interpret them (Muyiwa, 2014). Based on the aforementioned, the aim of this study was to investigate how two print media outfits; The Guardian and Vanguard newspapers – report issues on cultural heritage, especially their promotion for cultural tourism development in Nigeria. The analysis places much interest on frequency, prominence and story type of the reports.

Objective of the study

The objectives of the study are;

1. To determine the frequency and trend in the coverage of cultural heritage resources and their tourism potentials in The Guardian and Vanguard Newspapers.
2.  To ascertain the prominence (placement) given to cultural heritage in Nigeria in the selected newspapers.
3.  To identify the story type used in the coverage.

Research hypotheses

The following research hypotheses were formulated

H0: there is no frequency and trend in the coverage of cultural heritage resources and their tourism potentials in The Guardian and Vanguard Newspapers

H1: there is frequency and trend in the coverage of cultural heritage resources and their tourism potentials in The Guardian and Vanguard Newspapers

H0: there is no prominence (placement) given to cultural heritage in Nigeria in the selected newspapers

H2: there is prominence (placement) given to cultural heritage in Nigeria in the selected newspapers

Significance of the study

The study will be very significant to students and the media especially print media. The study will give a clear insight on the assessment of community newspaper in the promotion of cultural heritage in Nigeria. the study will enlighten the media the important of covering our cultural heritage. The study will also serve as a reference to other researcher that will embark on the related topic

Scope and limitation of the study

The scope of the study covers assessment of community newspaper in the promotion of cultural heritage in Nigeria. The study will be limited to the Guardian and Vanguard Newspapers

Limitations/constraints are inevitable in carrying out a research work of this nature. However, in the course of this research, the following constraints were encountered thus:

1. Non-availability of enough resources (finance): A work of this nature is very tasking financially, money had to be spent at various stages of the research such resources which may aid proper carrying out of the study were not adequately available.

Time factor: The time used in carrying out the research work is relatively not enough to bring the best information out of it. However, I hope that the little that is contained in this study will go a long way in solving many greater problems

Definition of terms

Promotion: In marketing, promotion refers to any type of marketing communication used to inform target audiences of the relative merits of a product, service, brand or issue, most of the time persuasive in nature

Cultural heritage: Cultural heritage is the heritage of tangible and intangible heritage assets of a group or society that is inherited from past generations

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