MEDIA, POWER RELATIONS AND MULTICULTURALISM IN NIGERIA

Abstract

Media and the society are the different sides of the same coin glued together by power relations for the belligerents. While the media express power via communication in the society, the society on the other hand exudes its power through its culture upon which forms and influences media content and context. This paper seeks to examine the co-relationship between media and multiculturalism in Nigeria particularly as it affects various ethnic groups in Akwa Ibom State: Annang, Ibibio, and Oro. Technological determinism and diffusion of innovation theories were found suitable for the research while a survey method was used among the aforementioned cultural grouping. Out of 124 responses from respondents across the study area, 104 representing 84% concurred that media wield enormous power and pressure on the society since media animate culture. Again, respondents were unanimous in their submission that multiculturalism in Nigeria has exerted steady influence and power on the media. The study recommended that media should do more in the area of cultural inter- relationship and integration by bringing various cultural groupings on the same table for national development than beating the drums of war since the multicultural nature of Nigeria is its strength.