Indigenous cultures in the era of globalisation
Advocates of cultural imperialism theory have continued to argue that indigenous cultures, especially of African societies, are daily eroded in the age of globalisation. Their argument is based on Schiller’s debatable notion that a society is brought into a modern world system when its dominating s...
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| Format: | Article |
| Language: | English |
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University of Johannesburg
2022-10-01
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| Series: | Communicare |
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| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1703 |
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| author | Nnamdi Tobechukwu Ekeanyanwu |
| author_facet | Nnamdi Tobechukwu Ekeanyanwu |
| author_sort | Nnamdi Tobechukwu Ekeanyanwu |
| collection | DOAJ |
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Advocates of cultural imperialism theory have continued to argue that indigenous cultures,
especially of African societies, are daily eroded in the age of globalisation. Their argument is
based on Schiller’s debatable notion that a society is brought into a modern world system when its
dominating stratum is attracted, pressured, forced, cajoled and sometimes bribed into accepting
its traditional system and values as inferior, outdated and mundane; and shaping such system
and values to correspond to, or even promote, the values and structures of the dominating centre
of the system. This paper submits that this argument is no longer tenable in the age of globalisation. This is
because the major arguments of the cultural imperialism theory now strike a discordant note with
global-village and media-convergence tunes. Second, the theory - as suggested - builds on masssociety
and magic-bullet perspectives that have long been discredited both in media practice and
in scholarship because they do not acknowledge audiences’ ability to process information and
interpret cultural messages differently based on their cultural environment. The paper therefore
concludes that cultural imperialism theory needs a re-examination in line with the contemporary
realities of today’s world as a global village made possible by the advances in information and
communication technologies (ICTs).
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| format | Article |
| id | doaj-art-350001202f8a4502b1adbdc251668457 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-350001202f8a4502b1adbdc2516684572025-01-20T08:52:57ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0128110.36615/jcsa.v28i1.1703Indigenous cultures in the era of globalisationNnamdi Tobechukwu Ekeanyanwu0https://orcid.org/0000-0001-9784-504XCovenant University Advocates of cultural imperialism theory have continued to argue that indigenous cultures, especially of African societies, are daily eroded in the age of globalisation. Their argument is based on Schiller’s debatable notion that a society is brought into a modern world system when its dominating stratum is attracted, pressured, forced, cajoled and sometimes bribed into accepting its traditional system and values as inferior, outdated and mundane; and shaping such system and values to correspond to, or even promote, the values and structures of the dominating centre of the system. This paper submits that this argument is no longer tenable in the age of globalisation. This is because the major arguments of the cultural imperialism theory now strike a discordant note with global-village and media-convergence tunes. Second, the theory - as suggested - builds on masssociety and magic-bullet perspectives that have long been discredited both in media practice and in scholarship because they do not acknowledge audiences’ ability to process information and interpret cultural messages differently based on their cultural environment. The paper therefore concludes that cultural imperialism theory needs a re-examination in line with the contemporary realities of today’s world as a global village made possible by the advances in information and communication technologies (ICTs). https://journals.uj.ac.za/index.php/jcsa/article/view/1703information and communication technologies (ICTs)globalisationIndigenous culturesAfrican societies |
| spellingShingle | Nnamdi Tobechukwu Ekeanyanwu Indigenous cultures in the era of globalisation Communicare information and communication technologies (ICTs) globalisation Indigenous cultures African societies |
| title | Indigenous cultures in the era of globalisation |
| title_full | Indigenous cultures in the era of globalisation |
| title_fullStr | Indigenous cultures in the era of globalisation |
| title_full_unstemmed | Indigenous cultures in the era of globalisation |
| title_short | Indigenous cultures in the era of globalisation |
| title_sort | indigenous cultures in the era of globalisation |
| topic | information and communication technologies (ICTs) globalisation Indigenous cultures African societies |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1703 |
| work_keys_str_mv | AT nnamditobechukwuekeanyanwu indigenousculturesintheeraofglobalisation |