Influence of Media Imperialism on cultural consciousness of Nigerians: a Qualitative Inquiry
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TABLE OF CONTENT
Contents
CERTIFICATION.. i
DEDICATION.. ii
ACKNOWLEDGEMENTS. iii
TABLE OF CONTENT. iv
Abstract vi
CHAPTER ONE. 1
INTRODUCTION.. 1
1.1 Background to the Study. 1
1.2 Statement of the Problem.. 3
1.3 Research objectives 4
Research Questions: 4
1.7 Definitions of Key Terms 6
CHAPTER TWO.. 7
LITERATURE REVIEW AND THEORETICAL FRAMEWORK.. 7
2.1 Introduction. 7
2.2 Conceptual Review.. 7
2.2.1 The Concept Mass Media. 7
2.2.2 The Concept of Cultural Imperialism.. 10
2.2.3 The Concept of Imperialism.. 12
2.2.4 The Impact of Media Imperialism on the representation of indigenous African Religions and Spirituality in global media. 15
2.2.5 Media Imperialism and the decline in cultural consciousness in Nigeria. 20
2.2.6 The MacBride Reports 22
Theoretical Framework. 24
The Theory of Cultural imperialism.. 24
CHAPTER THREE. 26
METHODOLOGY.. 26
3.1 Introduction. 26
3.2 Research Design. 26
3.3 Population of the Study. 27
3.4 Sample and Sampling Techniques 27
3.5 Method of Data Collection. 28
3.5.2 Validation of Instrument 28
3.6 Method of Data Analysis 28
CHAPTER FOUR. 29
DATA PRESENTATION AND DISCUSSION OF FINDINGS. 29
4.1 Introduction. 29
4.2 Data Presentation. 29
4.4 Discussion of Findings 65
CHAPTER FIVE. 69
SUMMARY, CONCLUSION AND RECOMMENDATIONS. 69
5.1 Summary. 69
5.2 Limitations of the Study. 70
5.4 Recommendations 71
5.5 Suggestions for Further Readings 72
References 73
Abstract
The research on Influence Of Media Imperialism On Cultural Conciousness of Nigerians: A Qualitative Inquiry Western media has had a significant impact on Nigerian culture.This is due to the availability of Western media outlets in Nigeria, the popularity of Western films, television shows, and music in Nigeria, and the increasing use of the internet by Nigerians. As a result of Western media, Nigerians are increasingly adopting Western values and lifestyles, Nigerian languages are being replaced by English, and Nigerian traditional customs and traditions are being abandoned. There are several strategies that can be used to protect and promote Nigerian cultural identity in the face of media imperialism. These strategies include introducing more indigenous programming on Nigerian television and radio stations, creating educational awareness programs about the importance of Nigerian culture, investing in the development of indigenous content, such as films, television shows, and music, deterring Nigerian radio and television stations from broadcasting foreign content, and pushing for more culturally sensitive content from the electronic media.
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Without a doubt, the influence of the media on human cultures is enormous. All of humanity now lives as one interconnected community thanks to technological advancements in communication. One of the most influential institutions of the twentieth century, the media serves as a potent instrument of both socialization and dominance. To dominate is to wield enormous social, cultural, political, and economic sway. To have power over us implies to be stronger than us and to be seen as more important and admired by others than we are.
The benefits of today’s constant and instantaneous lines of communication are without dispute. Yet, the Western dominance of Nigerian culture has been exacerbated by the rise of media imperialism in the online world.
Karl Kautsky (1968, p. 244) argues that imperialism emerges as a byproduct of advanced capitalism. It consists of every industrialized, capitalist nation trying to conquer or annexe a sizable chunk of agricultural land, regardless of who lives there.
According to the Oxford Advanced Learner’s Dictionary, “imperialism” refers to a political system in which a dominant military force from one country imposes its will on subordinate nations. Imperialism can also refer to the practices of one nation attempting to exert its will on others economically or culturally; both forms of imperialism are known as “economic” and “cultural” imperialism, respectively.
Imperialism, according to Lenin, is “capitalism at the development in which the dominance of monopolies and finance capital is established; in which the export of capital has acquired importance; in which the division of the world among the international trusts has begun, in which all territories of the globe have been divided among the largest capitalist powers” (Lenin 1968:23).
According to Udeze (200526), imperialism on the economic and political front is now being supported by the media. In other words, before individuals will acquire those products and services, their minds will have been primed by the media to view them favorably and adopt the corresponding habit and way of life. The way we are educated, which is typically formed or planned by big corporations, might also contribute to this shift in perspective.
One definition of “media imperialism” is the use of mass media to spread, differentiate, and introduce one culture or language into another.
Since the West dominates the system, Western cultural ideals not only dominate but also endanger Nigerian cultural values. It uses the media to spread the message that its culture is superior and therefore should be adopted by the young of the West. The term “culture of dependency” is used here to describe the mindsets that become pervasive in a society when its members are exploited by the ruling group. That’s how people get to adopt the beliefs and practices that are the status quo in any given society or group of people. The adoption of English as the official language, for instance. What will happen if we adopt our native tongue as the common language of communication, like Germany, France, and Italy?
Besides attempting to force Western values on the populace, as a result of media imperialism, Nigerian culture has become distorted and enriched with Western ideals. The way people in Nigeria think and behave is being influenced by what they see and hear on television and other forms of mainstream media. For example, nearly four out of ten homes have some kind of video or television set, and the vast majority of the movies people watch come from the West. Even the ostensibly local Nigerian films have a heavy focus on European and American culture. As a result, the “modernization” of Nigerian culture is a slow but continuous process of mind control.
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