Media Imperialism and Nigerian Cultural Heritage: Implications for National Development
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Date
2019-06
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of International Discourse, Faculty of Social and Management Sciences, Bauchi State University
Abstract
The mass media has become part of our daily life and playa vital role in the transmission of cultures beyond national boundaries. Media imperialism has swept like a flood through the Nigerian society, eroding Nigerian cultural values. Youths generally, are vital segment of the society who could be instrumental in promoting Nigerian culture. But unfortunately, the mentality and lifestyle of the youths in Nigerian society have been grossly affected by exposure to western cultures to such an extent that rather than promoting Nigerian culture, they have become promoters of western cultures which in turn would affect the socio-economic development of the Nigerian society. Most media outlets in Nigeria only intensify the consumption of western values, ideas and goods at the expense of the indigenous values, ideas and goods. The paper examined the effects of media imperialism on Nigerian cultural heritage and social and economic development in turn. The study is anchored on cultivation theory. After the discussion of the implications of media imperialism on Nigerian cultural heritage and development, the study then concludes with the recommendations that both the print and electronic media outlets in Nigeria should turn towards the dissemination of information on indigenous products Iike foods, music, fashion and forgotten traditional festivals. There is also the need for the government and local media to promote local artistic works that are congenial with Nigerian environment.
Description
Keywords
Mass Media, Culture, Youth, Media Imperialism, Development
Citation
Raji, A., Sulaiman, L.A., Andulbaqi, S.Z., Mohammed, A.Y., and Raji, A.A. (2019): Media Imperialism and Nigerian Cultural Heritage: Implications for National Development International Journal of International Discourse. 2(1); 443-448