AKSU Journal of Communication Research (AJCR)

Promoting Indigenous Knowledge Systems for Preservation of Nigerianness: the Catalytic Function of Broadcasting

Author:  Uwem Udo AKPAN, PhD; Samuel Samuel UDO-AKAGHA, PhD; Gift Nkechi LAWRENCE, Ph.D

Abstract
Globalisation has affected every facet of life in almost every country such that the shrinking world seems to be monolithic. In the process, indigenous knowledge systems of different societies are threatened with possible extinction. This is the crossroads that many sub-nationalities in Nigeria have faced as exogenous cultures have attempted, sometimes successfully, to decimate the age-long relevance of indigenous knowledge systems. Against this backdrop, this paper examines the catalytic function of broadcasting in preserving and promoting indigenous knowledge systems for the sustenance of Nigeria’s cultural identity. Anchored on the Development Media Theory, the paper argues that the broadcast media, through programmes that showcase indigenous languages, traditional medicine, folklore, music, arts, customs and other cultural practices, can serv as a veritable platform for preserving the values that define Nigeria’s diverse subcultures and strengthening national consciousness. Thus, this article contends that as globalization continues to expose Nigerians to dominant foreign cultures, deliberate media interventions are required to deepen indigenous knowledge systems and reinforce cultural pride. Therefore, the broadcast media must assume a more proactive role in promoting and transmitting ‘Nigerianness’ through culturally relevant programming that will preserve Nigeria’s indigenous heritage for generations unborn.