Audience Perception of Africa Independent Television (ait) on the Promotion of African Culture

Student: Joshua Akindele Adeuga (Project, 2025)
Department of Mass Communication
Osun State Polytechnic, Iree, Osun State

Abstract

The study focused on “Audience Perception of Africa Independent Television (AIT) on the
Promotion of African Culture”. The research method used for this study is survey. The method was
adopted due to its relevance to the project topic. The researcher used questionnaire to obtain
responses from the respondents. A total number of 120 questionnaires containing 25 questions
each were distributed to the respondents to gather response about the topic. Cultural norms theory
and Social learning theory explain the Effectiveness of radio as a means of cultural promotion. The
study discovered that radio play the role of facilitating public debate, decision-making, and
reaching public consensus on vital issues of public interest. Cultural redirection, information flow,
education and culture, national development, political and social mobilization, entertainment and
recreation are all numerous uses the media could be put to. The researcher therefore recommends
that Media organisations should give free airtime in favour of indigenous Nigerian cultural
programme and broadcast stations across the station should create more cultural programmes
such that will boost cultural promotion and transformation

Keywords
Audience Perception AIT Promotion African culture
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