| Abstract: |
International broadcasting, especially in the era of globalization, presupposes the requirement that all nations accede to the competitive ethos, which global markets imply. In this arrangement, ethical language is rendered prone to not only being fused with but also compromised by a pragmatic rhetoric of the market place. Generally, practices, customs and traditions (as obtainable in broadcasting) embody values, and are never neutral artifacts that exist independently of ethical standards. In broadcasting as public conduct, whether local or international, customs and practices enshrine standards to the extent that values are unthinkable without such customs and practices that are customary ways of acting to embody and communicate them. There is, therefore, the need to establish Nigeria’s broadcast identity by using indigenous culture, languages, ideas, methods and materials as production requirements not just as a fight against dependency, but also an attempt to assert competence, ability and the spirit of enterprise in the global market. This paper raises the consciousness of the absence of an overtly spelt broadcast identity for Nigeria, and makes a case for the establishment of such identity that will reflect the Nigeria’s identity and indigenization on both the nation’s international and rural broadcasting. |
