Influence of Mass Media on Yoruba Culture: Cultural Theory in Focus

The study examined the influence of mass media onYoruba culture: cultural theory in focus. The cultural theory provided the theoretical framework for the study. The descriptive research method was adopted, while 100 respondents were selected using a simple random technique. Questionnaire was used to source data. The data collected were presented and analysed using the Statistical Package for Social Sciences (SPSS). Findings from the study revealed that majority of respondents 40(24.2%) agree to mass media promoting Yoruba culture; Findings also revealed that majority of respondents 43(44.3%) strongly agree to being able to learn lYoruba culture through mass media programmes and contents; findings also reveal that majority of respondents 40(41.2%) disagree to have never come across contents promoting Yoruba culture from the media.. The study recommended that Nigerian mass media should always showcase Yoruba culture through their contents and more awareness highlighting the importance of showcasing Yoruba culture through mass media should be raised.