Effects of the Contemporary Media on Value and Practices of the Yoruba

In the present time, there is much concern among many Yorùbá who feel that some of their traditional or cultural values are at the edge of extinction because of globalisation, aided by the modern media. Though the media have brought a lot of innovations and positive developments among the Yorùbá, it is also alleged that the media have infested the Yorùbá communities, dominating the traditional Yorùbá life with alien and negative life-style. Young Yorùbá delightfully welcome the life-style portrayed in the media as ideal. The media have not only brought about hybridization, and in some cases erosion of some of the Yorùbá cultural practices in the observance and practice of some of the values, they have equally watered down many values and ideologies. Yorùbá taboos no longer command reverence as they did in the past, and the fear of breaking the traditional sacred norms that could promote morality disappeared. The research therefore, demonstrates that positive use of the media would restore and sustain morality and improve the life-style among the Yorùbá of Nigeria.