Lokoja Residents' Perception of the Promotion of National Unity by the Nigerian Mass Media

Abstract

This study investigates audience perception of the role of the mass media in promoting national unity in Nigeria. The general objective of the study was to determine the ways through which the Nigerian Mass media can effectively promote peace in a country of ethnic plurality like Nigeria. The study was anchored on the agenda setting theory. Survey research design was adopted while 385 copies of questionnaire were administered to residents of Lokoja. The results showed among others that the media can promote national unity by educating the public to love one another, educating the public to avoid ethnic, religious and political sentiments, promoting tolerance, educating the public on the benefits of national unity, discouraging cultural sterotype and promoting dialogue among Nigerians. The result also showed that the mass media in Nigeria have been working hard to promote national unity . The extent to which the media in Nigeria have achieved this feat of promoting national unity was found to be average. Based on the findings, the researchers recommended amongst others that the Nigerian government should consider the possibility of enacting a supportive act of parliament, mandating all media stations in Nigeria to dedicate at least 50% of their efforts to promoting national unity.