The Role of Advertising in Strengthening Cultural Identity in Maiyama LGA, Kebbi State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the Study
Cultural identity forms the backbone of community cohesion and individual self-awareness. In Maiyama Local Government Area (LGA) of Kebbi State, traditional customs, languages, and values remain integral to the community. However, globalization and modernization have posed challenges to preserving cultural identity. Advertising serves as a tool not only for commercial promotion but also for cultural reinforcement, showcasing traditional attire, cuisines, festivals, and values.
Advertisements, especially those produced in local languages and featuring cultural symbols, have the potential to strengthen cultural identity. According to Ibrahim and Bello (2023), media campaigns that celebrate local heritage enhance community pride and cultural preservation. This study explores the role of advertising in reinforcing cultural identity in Maiyama LGA, focusing on its impact on awareness and pride.
1.2 Statement of the Problem
Despite the rich cultural heritage of Maiyama LGA, there is a growing influence of foreign media and lifestyle trends that dilute local traditions. Current advertising campaigns often prioritize commercial gains over cultural preservation, leading to a disconnect between media messaging and community identity.
Aliyu and Musa (2024) argue that culturally sensitive advertising can counteract this trend by promoting local heritage. This study examines the role of advertising in addressing these issues and strengthening cultural identity in Maiyama LGA.
1.3 Objectives of the Study
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To evaluate the role of advertising in promoting local culture and traditions in Maiyama LGA.
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To analyze the impact of culturally themed advertisements on community pride.
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To identify challenges in using advertising for cultural preservation.
1.4 Research Questions
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How does advertising promote local culture and traditions in Maiyama LGA?
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What is the impact of culturally themed advertisements on community pride?
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What challenges affect the use of advertising for cultural preservation?
1.5 Research Hypotheses
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Advertising significantly promotes local culture and traditions in Maiyama LGA.
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Culturally themed advertisements positively impact community pride.
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Challenges exist in leveraging advertising for cultural preservation.
1.6 Significance of the Study
This study highlights the importance of culturally sensitive advertising in preserving and promoting local heritage. It provides recommendations for advertisers and cultural organizations on integrating cultural themes into media campaigns.
1.7 Scope and Limitations of the Study
The study is limited to Maiyama LGA, Kebbi State, and examines the role of advertising in strengthening cultural identity within this locality.
1.8 Operational Definition of Terms
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Advertising: Media campaigns designed to promote cultural values and heritage.
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Cultural Identity: The shared traditions, values, and practices that define a community.
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Preservation: The act of maintaining and safeguarding cultural traditions.
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