Abstract

Every society aims at change, a change from a condition considered undesirable to a better one for the citizenry.  The process, of course, can be in the form of evolution or revolution as seen in the transformations that take place in all societies.  Social change is one of the fundamental characteristics of human society.  A change in the political culture of Nigerians, as exhibited by former Governor John Kayode Fayemi of Ekiti State, when he accepted the election result with equanimity and spirit of sportsmanship, is the focus of this discourse. Anchored on behaviourism and humanism theories, this paper contends that democracy and political change is deeply rooted in the mass media’s ability to become a major agent of political socialization that is capable of mobilizing local populations into changing longstanding African attitudes about politics and election outcome behaviours.  The paper recommends that the media, in collaboration with other socialization agents, should not relent in advocating a political culture of sportsmanship.

Key Words: Mass Media, Social Change, Political Culture, Political Socialization.

^JCMRJournal of Communication and Media Research, Vol. 7, No. 2, October 2015, 145 – 160 

©Delmas Communications Ltd.

About the author

*Dr. Ifedayo Daramola, Ph.D. is a Lecturer in the Department of Mass Communication, Adekunle Ajasin University, Akungba-Akoko, Ondo State, Nigeria.

Full Article

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