ROLE OF MASS MEDIA IN PROMOTION CULTURAL VALUES IN TIV: A STUDY OF MARKUDI LOCAL GOVERNMENT AREA OF BENUE STATE, NIGERIA

This study examines the role of mass media in promoting Tiv cultural values in Nakuru Local Government Area of Benue State. The research highlights how various forms of mass media, including radio, television, and social media platforms, contribute to the preservation, transmission, and revitalization of Tiv traditions, language, and cultural practices. Using a combination of survey and qualitative methods, data were collected from residents, media practitioners, and cultural stakeholders within the study area. Findings reveal that mass media plays a significant role in creating awareness and educating younger generations about Tiv customs, festivals, attire, and moral values. Radio and television programs in the Tiv language were found to be particularly effective in reaching rural populations, while social media has expanded cultural visibility among urban youths. However, challenges such as limited funding, inadequate local content production, and the influence of foreign media were identified as barriers to effective cultural promotion. The study concludes that while mass media remains a powerful tool for cultural preservation, there is a need for increased government support, policy implementation, and community participation to enhance its impact. It recommends the development of more indigenous content and the strengthening of media initiatives that focus on Tiv cultural heritage.