INTRODUCTION
In contemporary Nigeria, the media operates at the intersection of public health, democracy and socio-cultural representation, shaping how citizens interpret and respond to critical issues. Its influence is evident both in the content it produces and in audience experience.
In the political domain, this influence manifests as framing power. A comparative analysis of Arise TV and TVC News coverage of Bola Tinubu’s 2023 presidential campaign shows how the same events were constructed differently through controversy versus supportive frames, reinforcing Framing and Agenda-Setting theories. This constructed reality extends to Nollywood, where films like If I Am President, 4th Republic and Tenant of the House predominantly foreground the fight for democracy and villain framing of politicians. Youth corps members in Lagos report high exposure and critical engagement, confirming Nollywood as a tool for political socialization.
Nigerian youths are the primary amplifiers of these political messages via digital platforms, creating both opportunity and risk. While youths ahead of the 2027 elections perceive social media as vital for mobilization, they also identify fake news, hate speech and propaganda as major constraints. This paradox is deepened by AI: awareness and perceived influence of AI-driven campaigns among party members in Offa LGA, Kwara State, remain low due to limited exposure, indicating grassroots adoption is still nascent.
Beyond politics, media influence on resilience and behaviour is evident, but gaps persist. During COVID-19 in Southwest Nigeria, radio and TV built emotional and physical resilience among youths to a large extent, but neglected mental, cognitive and spiritual dimensions. Similarly, at Chrisland University, awareness of Nigeria’s emergency number ‘112’ was low, likewise utilization with institutional distrust hindering the transition from awareness to practice.
The cost of this ecosystem is borne by media practitioners themselves. Among 296 journalists covering traumatic beats in Northern Nigeria, mental health outcomes were significantly differentiated by demographics, with younger journalists (18-25), female journalists and widowed journalists reporting poorer outcomes. Finally, strategic communication reinforces identity: analyses of Onga, Innoson and LG/Nexus adverts show men still largely portrayed as leaders and providers, a traditional representation that male civil servants in Ilorin are more likely to internalize.
Collectively, these studies present mass media, social media, film and advertising as an integrated ecosystem that frames politics, mobilizes youths, mediates health crises, constructs gender roles, and impacts journalists’ mental health, underscoring the need for more ethical, inclusive and resilient media practice in Nigeria.
Dr. Oguchi Ajaegbu
Editor BJMC