Television and social development: A study of Your View on Television Continental (TVC)

Abstract

Social development entails the acquisition of appropriate societal behaviours, the rejection of harmful practices, and the restructuring of outdated norms. It challenges dehumanising traditions, promotes progressive values, and counters dysfunctional behaviours. Television fosters social development by disseminating narratives that drive constructive societal change. This study explores how Your View, a talk show on Television Continental (TVC), influences social development in Nigeria, using quantitative content analysis and responses from 300 participants in Abuja. Grounded in media dependency and cultivation theories, the study investigates how media messages are internalised by audiences and shape societal attitudes. The findings underscore television’s ability to promote modern values, address harmful practices, and inspire long-term attitudinal shifts. Topics on Your View highlight television's capacity to frame societal issues within constructive narratives, demonstrating its role as a powerful agent of social change. The study reveals that the program aids in reducing dysfunctional behaviours, aligning audiences with modernity, and promoting cognitive growth and societal advancement. This underscores television’s critical role in informing, educating, and empowering audiences to adopt socially acceptable norms. The research recommends integrating educational programs focused on social development, securing sponsorships to sustain such initiatives, and utilising diverse media platforms to amplify their reach. These measures can foster societal transformation by promoting positive behaviours and challenging outdated traditions. Ultimately, the study highlights television's unique ability to connect with audiences through its vivid imagery and narrative depth, making it an indispensable tool for advancing social progress and fostering a modernised society.