Abstract:
The basic objectives of the mass media are to inform, educate and entertain. Other objectives include: promotion of the accepted social values and norms; promotion of the physical, mental and social well-being of the people; elevation of diverse cultures; and enhancement of economic, political and technological activities. Creativity, on the other hand, aims at teaching morals and provision of entertainment. It is an avenue to draw society's attention to its numerous ills and inadequacies. Through this means, creative writers the world over have succeeded in voicing unrepentantly societal misdeeds such as corruption, excessive materialism, endangered values, tyranny, indolence, sexual promiscuity and general profligacy. It is against the backdrop of the above relationship that exists between the aims of the mass media and literary creativity that this research work examined the perception of the audience with regard to the content and structure of radio and television plays. The assessment of audience perception of the message and structure in the set works enabled us to portray the extent the message,, of literary works can go in actualizing the basic aims of mass media. It is therefore hoped that this project will go along ways in not only stressing the importance of literary creativity in the mass media, but also, act as a stimulating piece to media practitioners .interested in creative works. Suggestions have also been made as regards the right steps to take in the area of radio/& creative plays.
