This paper x-rays those social factors that determine or influence how broadcast media content is produced, packaged, distributed, and consumed in society. Drawing heavily from the theoretical exposition of The Systems Theory, it is established that since broadcast media institutions maintain frequent interaction with society through the mutual exchange of inputs, outputs, and feedback, they cannot function in isolation of the complexities besetting their sociological environment. The symbiotic relationship existing between the broadcast media and society has necessitated the broadcast media's entanglement with certain social complexities which are part and parcel of society and which significantly influence broadcast media operations, processes, practices, and products - contents. Those social complexities are what is treated in the paper as the social dynamics. The social dynamics are unique to specific society and their latent or manifest impacts on broadcast media practice vary from society to society. Within the Nigerian mediascape, they are traceable to cultural variations, political economy, media ownership structure, broadcast professionals, regulatory frameworks, governance, audience variations, intellectual communities, intra or inter-familial orientation, society's level of economic development, the influence of advertisers, religious interests, elitism, ethnic tensions, and groupthink. The pressure they exert on broadcast media processes and contents is overwhelming.
Vol. 1, No 1, pp. 51-64.