|dc.description.abstract||The mediwn is the message and for over a century the mass media has been recognized as an essential part of our daily lives. Mass media has been rated among the instruments of socialization and as a medium of transmitting culture among them being the values and norms of any society. There has been concern however, on how people especially the youth respond to media and its influence on their moral development. The cultural values such as having a sense of community life, a sense of respect to the elders and authority, a sense of sacredness of life and religion and the use of language are on the verge of being extinct among our children and the youth.
The mass media is said to be among the institutions that instill and reinforce the development of this values due to is influence it has over children and the youths. However, the media is rather seen to be propagating anti social behaviors that are contradicting our cultural values. This study has investigated the influence of the media particularly the radio on the cultural values of the youth in Nairobi City. This is a case study of Classic FM breakfast show; an urban radio station in Nairobi.
A sample of youths from Main Campus of the University of Nairobi was selected using stratified random sampling techniques. One questionnaire was used to solicit data. Data was analyzed using SPSS and presented quantitatively using Microsoft Excel. The results found in this study are expected to assist parents, educators, media practitioners and policy makers come up with ways of promoting cultural values, enhancing knowledge and acceptable social behavior among the urban youth through the radio as a medium of communication.||en