MEDIA PORTRAYAL OF INDIGENOUS CULTURES IN MAIDUGURI

ABSTRACT The media play a crucial role in shaping public perception and preserving cultural heritage. This study examines the media portrayal of indigenous cultures in Maiduguri, focusing on how local traditions, customs, and practices are represented in broadcast and print media. It explores whether the media contribute to the promotion and preservation of indigenous cultures or whether they reinforce stereotypes and neglect traditional heritage. Using a survey method, data were collected through a structured questionnaire administered to respondents in Maiduguri. The study assesses the extent to which the media highlight indigenous traditions, the challenges faced in cultural representation, and the implications of media portrayals on cultural identity. Findings reveal that while local media platforms make efforts to showcase indigenous cultures, there are gaps in the depth and consistency of coverage. Challenges such as commercialization, globalization, and editorial policies influence how indigenous cultures are represented. The study recommends that media organizations adopt inclusive and culturally sensitive programming to enhance the preservation of indigenous heritage. This research contributes to ongoing discussions on media and cultural identity, emphasizing the need for strategic policies to promote indigenous heritage through mass communication.