Keyword : Culture, Economy, Mass Media, New Media, Tourism.
Author(s) : GUANAH Jammy Seigha, Ph.D. & IHIAEME Moses Chukwudi
Abstract :
The Mass Media, either conventional or new media, are veritable tools for the promotion of Nigeria`s cultural heritage and tourism in pursuit of economic development in the face of falling oil prices. This paper, therefore, qualitatively explores the role of Nigeria`s mass media in the promotion of Culture and Tourism. Anchored on the assumptions of the Development Media Theory, the paper heavily draws inferences from secondary data like literature reviews including empirical studies in journals. The paper reveals that the Nigerian mass media are not only effective in the promotion of Nigeria`s cultural potentials but can also serve as veritable tools in enhancing Nigeria`s tourism sphere. The study, therefore, concludes that Culture and Tourism are major keys in unlocking Nigeria`s economic misfortune through the active participation of the media, and if properly explored, they can take Nigeria out of her present economic predicament, and become one of the major and critical economic platforms to create more jobs and stem the tide of unemployment that government has promised the citizens. The study recommends that the government and major stakeholders should display their political will in implementing Nigeria`s Tourism Master Plan that would address a number of vital issues, as well as create awareness for international tourists, among other things.
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