THE ROLES OF INTERNATIONAL BROADCASTING IN REVAMPING NIGERIA’S PUBLIC IMAGE: IMPLICATIONS FOR NATIONALISM AMONG NIGERIAN YOUTHS

Abstract

This paper on the role of International Broadcasting in revamping Nigeria’s public image investigates the influence of international broadcasting organisations on nationalism, with its attendance implications on Nigerian youths, using Voice of Nigeria’s - the country’s external broadcast service - as a case study. The study utilized Cultural Imperialism theory propounded by Herb Schiller, Dos Santos' Dependency theory and Free-flow of Information theory. Descriptive survey research method was employed while questionnaire was used as research instrument . The population of study were students (postgraduates and undergraduates) of Olabisi Onabanjo University, Ago-Iwoye, with a sample size of 200 respondents. Findings revealed that international broadcasting has negative implications on the culture of nationalism among Nigerian youths as a result of influx of foreign culture into Nigeria through international media. It was also revealed that Voice of Nigeria is really doing much in the area of revamping Nigeria’s public image and that Nigerian youths have positive attitude towards Voice of Nigeria because the broadcast outfit engendered cultural values among the youths. However, it is recommended that since international broadcasting has negative implications on the youths, the regulatory agencies should checkmate the contents of the international broadcast services such as it is done in China and Saudi Arabia . In addition, Voice of Nigeria should develop programmes that would cater for the youths so as to engender the spirit of nationalism among Nigeria youths.