ABSTRACT
This
research work focused on evaluation of the role of radio in preserving and
maintaining Gbagir culture focus on Nasarawa Broadcasting Service. It is shown
that the role of mass media especially in promoting and propagating cultural
values in our society cannot be over emphasized. The researcher adopted survey research method
coupled with questionnaire was used to collect data from the selected respondents
within NBS. Researcher was able to find out that radio particularly NBS is
propagating cultural of Gbagir. Similarly, majority of the respondents said the impact of radio on Gbagir culture
should be encouraged as it creates positive impact in preserving and
maintaining culture of Gbagri tribe. The
researcher also recommended that the radio should try to promote our culture
instead of portraying that of the
western culture.
