Abstract
The research on Influence Of Media Imperialism On Cultural Consciousness 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.
TABLE OF CONTENT
CHAPTER ONE
INTRODUCTION
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
LITERATURE REVIEW AND THEORETICAL FRAMEWORK
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
METHODOLOGY
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
DATA PRESENTATION AND DISCUSSION OF FINDINGS
4.1 Introduction 29
4.2 Data Presentation 29
4.4 Discussion of Findings 65
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMEDATIONS
5.1 Summary 69
5.2 Limitations of the Study 70
5.4 Recommendations 71
5.5 Suggestions for Further Readings 72
References 73
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.
1.2 Statement of the Problem
Since the second part of the twentieth century, globalization has spawned a slew of factors that have remodeled cultural norms in a wide range of countries. Many conservative opponents see cultural/media imperialism with suspicion because they see it as a predatory force on the world's weaker cultures. Many countries in Africa and elsewhere in the Third and Fourth World blame cultural/media imperialism for the gradual loss of their indigenous civilizations. The increasing disparity in the flow of information around the world is both indicative of and likely contributing to the phenomenon. For decades, most countries in the Third World have relied heavily on Western media exports. It's not unexpected given that 80 mostly Western multinational businesses control more than 75% of the world's communication today (Ayedun-Aluma, 2011). These businesses incorporate value patterns (in their programming) that are, on the one hand, indigenous to metropolitan countries but, on the other hand, have little bearing on the true socioeconomic demands of the receiving countries.
According to Hamelinks (1996:362), the entertainment industry is simply one of the many ways in which Western media conglomerates influence people in developing countries.
Udeze (2005) said that imperialism, in its subtlest form, is the mass media's manipulation of the public's values in order to generate demand for a particular set of products, services, or ideas. For example, girls and young women in Nigeria braided or plaited their hair prior to the mid-1970s. The permeation of Western principles via media like television, movies, and international periodicals has rendered practises like these obsolete. The options have narrowed down to a wig, a perm, or a curl.
In Nigeria, the influence of media imperialism on cultural consciousness is a topic that has received little attention in scholarly research. With the increasing penetration of Western media in Nigeria, there is a need to explore how it affects the cultural consciousness of Nigerians. The purpose of this qualitative inquiry is to fill the gap in literature on the impact of media imperialism on the on local cultures. Specifically, this study aims to investigate the ways in which Western media influence the cultural values, beliefs, and practices of Nigerians. Additionally, the study seeks to identify the extent to which Nigerians are aware of the impact of media imperialism on their cultural consciousness, and how they respond to it.
Thus, the study intends to contribute to the body of knowledge on the impact of media imperialism on cultural consciousness in Nigeria, and provide insights for policymakers, media practitioners, and stakeholders in the cultural sector to develop strategies to protect and promote the Nigerian cultural identity
1.3 Research objectives
The general objective of this research is to analyses the influence of media imperialism on cultural consciousness among Nigerians. Other specific objectives are:
1. To identify the factors that contribute to the penetration of Western media in Nigeria and how they shape cultural consciousness.
2. To explore the attitudes and perceptions of Nigerians towards Western media and its influence on their cultural identity.
3. To develop strategies for policymakers, media practitioners, and stakeholders to protect and promote the Nigerian cultural identity in the face of media imperialism.
1.4 Research Questions:
The above objectives are further translated into specific research questions as follows:
1. What are the factors that contribute to the penetration of Western media in Nigeria, and how do they shape cultural consciousness?
2. What attitudes and perceptions do Nigerians hold towards Western media, and how do they relate to cultural identity?
3. What strategies can policymakers, media practitioners, and stakeholders use to protect and promote the Nigerian cultural identity in the face of media imperialism?
1.5 Significance of the Study
There is widespread concern that media imperialism is harming both developing and rich nations. Nigeria is typical of countries that lack the resources necessary to prevent the spread of Western influences. The results of media imperialism in Nigeria are the subject of this analysis. By exploring the impact of media imperialism on cultural consciousness in Nigeria, this study will add to the body of knowledge on the subject and provide new insights into the ways in which Western media influences cultural values, beliefs, and practices. Socially, this research will help raise awareness among Nigerians about the impact of Western media on their cultural identity and enable them to make informed choices. Finally, policymakers, media practitioners, and stakeholders in the cultural sector can use the findings of this study to develop strategies to protect and promote the Nigerian cultural identity in the face of media imperialism.
1.6 Scope of the Study
This study will focus on Nigeria, a country that has experienced a significant increase in the penetration of Western media in recent years. Nigeria is a culturally diverse country with over 250 ethnic groups, each with its unique values, beliefs, and practices. The study will involve in-depth interviews with a range of participants, including media professionals such as journalists, editors, and producers, media researchers, cultural experts, and individuals with a strong interest in Nigerian culture. The participants will be selected purposively to ensure that they have relevant experiences and knowledge related to the topic of the study.
1.7 Definitions of Key Terms
Media Imperialism: This phenomenon, known as "media imperialism," occurs when one culture or language is actively promoted, differentiated, and introduced into another through the medium of mass media.
Culture: Culture refers to the set of shared practices across a society or nation. It is the custom of a certain community inside a given legal system. It has an impact on how people dress and what they consume.
Media: It is a method of reaching a sizable audience all at once.
Society: A community is a group of individuals who all share the same language, culture, legal system, and geographical location.
Effect: Effect means something has made a significant impression on someone or something.
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