IMPACT OF RADIO DRAMA ON CULTURAL PROMOTION IN OSUN STATE

Abstract This study investigates the impact of radio drama on cultural promotion in Osun State, Nigeria, with a focus on Unique FM as a case study. Radio, being one of the most accessible and affordable mass media platforms, plays a vital role in disseminating cultural values, traditions, and indigenous knowledge. However, the growing influence of Western culture and cultural imperialism has led to a decline in the appreciation of indigenous practices, language, and art forms. The research seeks to determine the extent to which people in Osun State are exposed to radio drama, the types of indigenous dramas they consume, the frequency of exposure, and the challenges hindering effective cultural promotion through radio. Using a combination of literature review and empirical analysis, the study highlights radio drama as a powerful tool for socialization, mobilization, and preservation of cultural identity. Findings reveal that while radio drama contributes significantly to cultural awareness and continuity, constraints such as inadequate funding, commercialization pressures, and preference for Westernized content limit its effectiveness. The study concludes that strengthening indigenous radio drama production and policy support can enhance cultural promotion, thereby safeguarding Nigeria’s rich heritage for future generations.