A COMPARATIVE CROSS-CULTURAL ANALYSIS OF AUDIENCE PERCEPTION OF RELIGIOUS BROADCASTING: INVESTIGATING MEDIA INFLUENCE IN SOUTH-WESTERN NIGERIA

Abstract

  This study conducts a comparative cross-cultural analysis of audience perceptions of religious broadcasting, focusing on South-Western Nigeria. In a region marked by diverse ethnic and religious communities, media plays a pivotal role in shaping public perceptions of religious content. This research investigates the intersection of culture, media consumption, and religious broadcasting by exploring how audiences from different cultural and religious backgrounds engage with and interpret televised religious messages. Using a mixed-methods approach, the study draws on quantitative and qualitative data collected from surveys, focus groups, and media content analysis. The findings reveal significant variations in audience perception, shaped by cultural identity, religious affiliation, and socio-economic factors. Furthermore, the study examines how religious broadcasts influence social cohesion, moral values, and public opinion within these communities. By situating these results within broader media studies and cross-cultural communication frameworks, this research offers fresh insights into the impact of religious broadcasting on multi-ethnic societies. The study contributes to the growing body of literature on media influence in multicultural contexts, particularly in Africa, where religious broadcasting is a critical tool for both spiritual engagement and socio-political discourse. This research highlights the need for broadcasters to be culturally sensitive, offering programming that resonates with the complex identities of their diverse audiences. Key Words: cross-cultural, analysis, religious-broadcasting, South-Western, Nigeria