| Abstract: |
This study examined the evaluation of Wazobia Television's portrayal of
Yoruba traditional festivals in South-West Nigeria. Yoruba festivals such as
Osun-Osogbo Festival and Ojude Oba Festival are significant cultural
expressions that reinforce spirituality, identity, and communal cohesion
among the Yoruba people. However, increasing media mediation has raised
concerns about the adequacy and authenticity of their representation. The
study was guided by Social Identity Theory and adopted a quantitative
survey research design. A sample of 384 respondents drawn from Ikeja
(Lagos State), Ibadan (Oyo State), and Abeokuta (Ogun State) was selected
using multistage sampling techniques. Data were collected through a
structured questionnaire and analysed using descriptive statistics. Findings
revealed that Wazobia TV represents Yoruba traditional festivals
predominantly through entertainment-oriented formats such as music,
humour, storytelling, and interviews. While this approach enhanced audience engagement and increased interest in cultural festivals, the study
found that the station provided limited historical depth in its coverage.
Respondents agreed that Wazobia TV contributes to awareness of cultural
practices and stimulates interest in Yoruba traditions; however, it was
perceived to lack adequate explanation of the historical background and
deeper cultural meanings of festivals. The study concluded that Wazobia TV
plays a dual role in both promoting cultural visibility and potentially
simplifying cultural understanding through entertainment-driven framing.
The study recommended that Wazobia TV integrate more educational
content, involve cultural custodians, and balance entertainment with
accurate historical and spiritual representation to strengthen cultural
preservation and understanding. |
