EFFECTS OF MASS MEDIA ON YORUBA CULTURE AND TRADITION
CHAPTER ONE INTRODUCTION What are the effects of foreign-produced entertainment programs on the knowledge, beliefs, attitudes, behaviors, values and traditions of Yoruba radio and television viewers? Some studies suggest that these programs erode the traditional values of indigenous cultures; others argue that audiences are not passive dupes of the foreign ideology, and are capable of negotiating the messages in foreign media. This study attempts to resolve these differences by focusing ...
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