Abstract

Broadcasting by its nature, is the singular most powerful universal means of instant public communication.
Amongst its unique attributes is the ability to instantly reach a wider, more varied group of consumers than any
other medium. With this very nature of the broadcast media, it could therefore be a useful tool in promoting the
ideals of national development. This paper evaluated the role of the broadcast media in cultural and national
integration. The linkage between broadcasting and culture was first established by Harold Lasswell when he noted
that part of the responsibilities of the mass media is the transmission of social heritage from one generation to
another by way of taking intellectual contributions of one generation and passing them on the next. In the service
of national development, the mass media are agents of social change. The specific kind of social change they are
expected to accomplish is the transition to new customs and practices and, in some cases, to different social
relationships. Besides, such changes in behaviour must consist of substantial change in attitudes, beliefs, skills and
social norms. This therefore points to the fact that the broadcast media is not only tailored to promote cultural
integration but development as well