The Role of Mass Media in Promoting Cultural Heritage in Kano State

Abstract

The mass media plays a critical role in the preservation and promotion of cultural heritage, particularly in regions rich in historical and cultural significance. This study explores the role of mass media in promoting cultural heritage in Kano State, Nigeria. With its deep-rooted traditions, customs, and historical landmarks, Kano represents a unique case for examining how media platforms—such as television, radio, newspapers, and social media—serve as agents of cultural dissemination and preservation. Through qualitative research, including interviews with media practitioners and cultural experts, the study highlights the challenges and opportunities the media faces in promoting Kano’s cultural heritage. Findings reveal that while mass media significantly contributes to the awareness and appreciation of cultural values, there are barriers such as limited resources, cultural misrepresentation, and audience engagement. The study emphasizes the need for collaborative efforts between the government, media institutions, and cultural organizations to enhance the media's effectiveness in safeguarding Kano’s rich cultural legacy for future generations.

Keywords: Mass Media, Cultural Heritage, Kano State, Media Promotion, Cultural Preservation