This study examined the electronic media as an effective instrument for cultural propagation. A case study of Osina Town in Ideato Local Government Area in Imo State.
Osina was selected for the study because of its strategic geographical location between Anambra and Abia State and its rich historical and cultural background. Osina, has qualified as a classical example of a development oriented community.
20 copies of questionnaires were administered among the populations sample chosen randomly from Imo State. In selection, two different areas where taken into cognizance which includes NTA Imo, IBC, Owerri. Analysis of the data revealed the relevance of culture and that electronic media is an effective instrument for cultural propagation, but the problem is on its abuses and mal-administrative. Moreover, the study also programmes and other broadcasting stations in the country have silenced our nations cultural heritage.
The role, which the mass media play in the day-to-day running and shaping of the society, cannot be under estimated. The mass media, especially the electronic media, which include radio, television and film, integrate the communal functions of the society. Relating both the internal and external environments. This they do by creating, monitoring and reinforcing people. This means that in their daily operations, the electronic media operate as essential tools for the direct project of ideas, thoughts and information.
According to Becker L. (1983,20) “The choice of behaviour, policies and services which help people to select and construct picture of the world around them tend largely to depend on communication and its pattern of handling information”.
SCHRMN W. (1963,2) in his own view liased indirectly with the above writer that “All sorts of technological innovations have accompanied the explosion of the electronic media, which opened sources for information and entertainment, to support cultural and social changes”.
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