The Challenges of Cultural Agencies and Mass Media in Promoting the Transformation Agenda in Nigeria

The objective of this paper is to x-ray the challenges of the cultural agencies and the mass media in promoting the implementation of the Transformation Agenda of the Jonathan Administration, as well as mapping out effective strategies for improved performance of the media in the transformation process. Secondary data, generated through documentary evidence, were used for the analysis, while the Systems theory, as enunciates by David Easton, was adopted as a theoretical framework. It was discovered that the media and cultural agencies would play active role in the information dissemination process of the agenda through editorials, news and features stories, special projects, documentaries, special and sponsored programmes, drama and video shows among others. However, the role of the media and cultural agencies are hampered by economic woes, lack of basic infrastructural facilities, high tariffs on media materials and equipment, existence of some obnoxious media laws, editorial interference, limited and poor education of some media men, high rate of westernization, insecurity and ethnocentrism, among others. It is recommended that improved welfare package and insurance scheme, removal of tariffs on media equipment, regular training and retraining of media men, adoption of positive and development journalism will improve media participation in the propagation of the transformation agenda.