THE ROLE OF BROADCAST MEDIA IN PROMOTING CULTURAL HERITAGE AND VALUES IN RURAL COMMUNITIES WITHIN DELTA STATE (A CASE STUDY OF AMAI COMMUNITY)

ABSTRACT This study examines the role of broadcast media in promoting cultural heritage and values in rural communities, with particular focus on Amai community in Ika South Local Government Area of Delta State, Nigeria. The increasing influence of foreign cultures transmitted through modern media platforms threatens to erode the rich cultural identity of indigenous communities, making the role of broadcast media in cultural preservation more critical than ever . The study was guided by four research objectives: to ascertain the extent to which broadcast media promote the cultural heritage of Amai community; to identify the types of broadcast media programmes that effectively promote cultural values in Amai; to examine the challenges facing broadcast media in promoting cultural heritage in rural communities; and to determine the impact of broadcast media cultural programmes on the residents of Amai community.The Cultural Imperialism Theory and the Social Responsibility Theory of the Press served as the theoretical frameworks for this study. A survey research design was adopted, and a structured questionnaire was used as the primary instrument for data collection. The population of the study comprised adults in Amai community, and a sample size of 150 respondents was selected using stratified random sampling technique. Data collected were analyzed using frequency tables and simple percentages.Findings revealed that broadcast media, particularly radio, play a significant role in promoting the cultural heritage of Amai community through indigenous language programmes, traditional music, folklore, festivals, and drama. However, the study also identified key challenges including inadequate funding, poor signal coverage in rural areas, dominance of foreign content, and lack of trained local cultural correspondents (Ibrahim & Musa, 2022; Nwosu & Ekwueme, 2020). The study recommends that broadcast stations should increase the volume of culturally relevant content in local languages, that government should provide more funding for community radio stations, and that community stakeholders should actively collaborate with broadcasters to document and preserve cultural practices. Keywords: Broadcast Media, Cultural Heritage, Cultural Values, Rural Communities, Amai, Delta State, Radio, Television.