Igbo Indigenous Culture at the Mercy of Western Culture Dominance: What can the Mass Media do?

The goal of this study was to examine the role mass media in sustenance Igbo indigenous culture. study's theoretical underpinning Agenda Setting Theory. In study, survey research design used. population consists 555,500 residents Owerri Metropolis. sample size 384 determined using Wimmer and Dominick calculator, multistage sampling procedure used as method. To collect data, a questionnaire instrument. Findings revealed that at mean score 3.0 (N = 360), promote foreign culture more than It also that, on average, 62% have not been effective sustaining We, therefore, conclude moderate extent. However, they pay attention promoting cultures Because lack commitment put in, become ineffective We recommend effort into by ensuring their contents rather western culture; also, space or time should be allocated cultural content, while content disseminated censored limited.