ELECTRONIC MEDIA AS AN EFFECTIVE INSTRUMENT FOR CULTURAL PROPAGATION: A STUDY OF AUDIENCE PERCEPTION OF THE PARLIAMENT PROGRAMME (RHYTHM 93.7FM) IN PLATEAU STATE – NIGERIA

This study examines the role of electronic media, specifically the radio program "The Parliament" on Rhythm 93.7 FM, as an instrument for cultural propagation in Plateau State, Nigeria. It focuses on audience perception, exploring the program's effectiveness in promoting and preserving cultural heritage among listeners in Jos-North Local Government Area. Employing a quantitative research method with a descriptive survey design, data were collected from 400 respondents using a structured questionnaire. The study finds that "The Parliament" successfully engages a diverse audience, fostering cultural education, unity, and pride through its informative and entertaining content. Listeners perceive the program as impactful in preserving cultural values and enhancing understanding of Nigerian heritage. The findings of this study highlight the significant role of the program in promoting cultural propagation among residents of Jos North LGA. The program’s informative content, credible speakers, and culturally relevant discussions contribute to its popularity and effectiveness in educating and preserving cultural values. However, the program's timing and perceived focus on political themes present opportunities for improvement.The program stands out as an impactful platform for fostering unity, cultural awareness, and education, highlighting the potential of radio as a medium for cultural propagation.