MASS MEDIA AND CULTURAL IMPERIALISM
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Date
2020-07
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Global Journal of Education, Humanities and Management Sciences (GOJEHMS)
Abstract
The article focuses on mass media and cultural imperialism: the Nigerian experience. Culture comprises the whole complex of distinctive spiritual, intellectual and emotional features that characterize society, our thought about life, and our ideas. Culture shape the way we see world, it has capacity to bring about the change of attitudes needed to ensure peace and sustainable development which we know form the only possible way forward for life on planet earth. This paper examined increasing in cultural dominance that one culture exerts over another as a function of the relation of both overall deficiencies, in the sense that flood of cultural elements pour from dominant culture on the dominated. Mass media was studied under the two theories: cultural imperialism and media dependency theory. Mass media is found to represents one of the most significant institutions, the powerful tool for socialization as well as cultural domination. Domination here means holding superiority or mastery in strength and to suppress or overshadow in dominance, recognition and prestige. It involves the exercise of great influence in the society as well as political and economic influence. The work suggests that, powerful measure to combat the aggression of the global media dependence should be based on selective acceptance and dissemination of local contents to satisfy audience needs. To ensuring a bright future for Nigeria cultural heritage, there is a need to continually promote her heritage through the various media.