Provided byCovenantUniversityRepository CORE www.IndianJournals.com Members Copy, Not for Commercial Sale challenges to Africa’s’ indigenouscultureinthe21 communication industriesacrosstheglobeposes shareholder’s profit.Importantly, theexpansion ofthese whose solepurposeofexistenceistomaximize ABC, FOX,CNN)areownedbyprivatecompanies countries, allofthebiggestTVstations(NBC,CBS, example, inthe-U.S,ithastremendousimpactonother is commerciallyoperatedinthe Western World. For at whichculturalchangewillincrease. proliferate withtheexpansionofcommunication,rate the expectationthataspotentialsourcesofinfluence elements inlocalculture.Thisperspectiveisbasedon greatly acceleratedtheincorporationofexternalcultural of masscommunicationandcross-culturalinteractionhas influences. Cohen(1987),arguesthattheintensification at whichculturechangetoincorporateoutsidecultural communication industriesarelikelytoincreasetherate In otherwords,globalizationandtheexpansionof Hamelink, 1983;Bagdikian,2000;McChesney, 2001). local culturesandtraditions(Boyd-Barrett,1977; economic system,supplantingcorporationsanderoding strengthening thedominanceofaworldcapitalist organized byacceleratingglobalization,whichis of socialtheoristsarearguing thattoday’s worldis contemporary globaleconomy. A wideanddiverserange of itsoperativelogicandideologicalconnotationinthe process, thathasacquiredhegemonicstatusasaresult globalization hasbecomeapowerfultransformation Vol. 3,No.2,July-Dec.2010:01-07 Journal of Global Communication Introduction Keywords: reviews theculturalimperialismargument intermsofhowglobalmediainstitutionsnegativelyaffect thecultureof Africans. can beanalyzedintermsofthreemajortheses;namelyhomogenization,polarizationandhybridization.Inaddition,thispaper cultural influencein Africa. Itexaminedhowglobalizationhasbeenassociatedwitharangeofculturalconsequences. These critical discourseanalysisandculturalstudies,thispaperpresentsanargumentativediscussiononglobalizationits processes ofglobaluniformityandstandardizationhumanculturalexperience.Drawingfromtheperspectiveglobalization, global mediainstitutionsabetculturalglobalization,whichissynonymouswithhomogenization,refersthe Abstract: IndianJournals.com Ogun State,Nigeria,E-mail: [email protected],Ph:+2348066615594 *Department ofMassCommunication, CovenantUniversity, OtaOgunState. Km10Idiroko RoadOta, P.M.B 1023,Ota, communication industryis partofthecultureindustry, century. Ekeanyanwu(2005),pointedoutthatthe Downloaded From IP - 41.203.76.254 on dated 7-Oct-2013 The overwhelmingmajorityoftoday’s globalmedia The currentrestructuringandreshapingof The influenceofglobalizationhasbeenagrowingconcernforsocialscientistsandculturaltheorists.Formany, Globalization; CulturalImperialism; Africa. Globalization, Africa andtheQuestionofImperialism Okorie Nelson* st the compressionoftime and space(Harvey, 1989). individuals acrosstheglobe.Itisaprocessthatinvolves interactions betweensocieties,culture,aswell as globalization involvesarapidprocessofcomplex perspectives ofglobalization.For Tomlinson (1999), international community. among countriesandpoliticalboundarieswithinthe transformed; financialtransactionsalsomovefreely and complex;workingpatternshavechanged (Spybey, 1996).Communicationhasbecomemorerapid phenomenal changesinallramificationorfacetsoflife of globalizationinthe1990s,worldhaswitnessed and Smith,2001;Ohuabunwa,1999).Sincetheadvent and politicalactivitiestransactingitasavillage(Bayors conglomerate allthesystemsofworld’s economic to describetheprocessthatintendsharnessand The DebateaboutGlobalization globalization anditsthreattoindigenousculturein Africa. and culturaldominance.Itexaminestheinfluenceof communication, culturalglobalizationandglobalmedia, debate aboutglobalization,globalizationandglobal behavioral pattern. increase intheadaptationofforeignvalues,lifestyleand cultures havebeendistortedanddisplacedleadingtothe culture intonon-westernsocieties. As aresult,native massive flowsofWestern, largely American, media international communicationsystem,therehavebeen cultural dissemination.Nevertheless,withthenatureof and masscommunicationisaverystrongvehiclefor Several scholarshavewrittenaboutthediffident Globalization isanallencompassingconceptused This paperisdividedintoanumberofrubrics;the Metadata, citationandsimilarpapersatcore.ac.uk 1 www.IndianJournals.com Members Copy, Not for Commercial Sale barriers betweenpeople. Inthisdescriptionabout globalization viewsitasthe by-productoftheremoval as acausalforce,whereas thesecondconceptof In thisrespect,thefirstconcept ofglobalizationviewsit movements oftrade,travel,communicationandfinance. be describedasaremovalofbarrierstolargescale frequently amongcountries.Secondly, globalizationcan of goods,people,finance,messagesandideasmoving nationalization wherethereisanincreaseintheamount This conceptioneffectivelyequateglobalizationwithinter- envisions globalizationasanincreasedborderrelation. descriptions ofglobalization.Thefirstdescription Scholte (1997),pointedoutthattherearethreegeneral inter-dependency, westernizationandconvergence. internalization, transnational,internationalintegration, summarized bythefollowingterms:worldliness, (Kellner, 2002). production, exchange,andconsumptionintoitsorbit absorbing evermoreareasoftheworldandspheres extension ofaworldcapitalistmarketsystemthatis presupposition ofaglobalizedeconomy, alongwiththe communications, transportation,andexchangeisthe the creationofacomputerizednetwork interconnected world. A technologicalrevolutioninvolving work togethertocreateanewglobalizedand Furthermore, thetransmutationoftechnologyandcapital, financial exchangetargetingaroundtheglobe. in theareaoftransportation,communication,tradeand borders. Thisconnotestheexpansionofhumanactivities are increasinglyintegratedasafunctioncuttingacross process ofchangeinwhichcountriesandtheireconomies of thememberstate.Inotherwords,globalizationisa sustainability amongotherholisticvaluesforthepeople good governance,genderequality, andenvironmental its pushoffreemarketeconomies,liberaldemocracy, endeavor”. Hestressedthatglobalizationisevidentfrom commerce, communicationandseveralotherfieldsof nations bybreakingdownbarriersintheareasofculture, systematically restructuringinteractivephasesamong also describesglobalizationas“anevolutionwhichis internationally dispersedactivities.Ohuabunwa(1999:26), systems, culturalspreading,worldmilitaryorderandother dimensions canberegardedprimarilyasnationstates Spybey (1997),arguesthatglobalizationinitsstructural sense bringinghumanbeings‘closer’ tooneanother. them, somakingtheworldseemsmallerandinacertain time taken-eitherphysicalorrepresentational-tocross Shrinking distancesthroughadramaticreductioninthe Vol. 3,No.2,July -Dec.2010 Downloaded From IP - 41.203.76.254 on dated 7-Oct-2013 Diverseattitudestowardglobalizationcanbe Globalization, Africa andtheQuestionofImperialism recall thattheriseofglobal newsagenciesofthe20 (Greig, 2000). Also, Boyd-Barnet andRantenen(1998), communication becausethey livedclosetooneanother of yearscommunitieshadlittleneedforlongdistance alliances andeconomicchange,however, forthousands through geographicproximity, militaryconquest,political new modesofinteraction. and convergedwithotherproducts,theyareenabling such asinternetarecontinuallybeinginvented,improved closely totheevolutionoftechnology, asnewcreations, The evolutionofglobalcommunicationcanbelinked clearer andmoreeffective (Lubbers&Koorevaar, 2000). communication hasbecomeincreasinglyeasy, faster, appears dominantintheworld. as welldiffusingwesternvaluesandculture,which of disseminatingtheinternationalcommunicationideology the gameofglobalization,globalmediaplaysrole and information.Musa(2003),observesthatinlinewith dissemination, interpretationandanalysisofglobalnews that globalcommunicationisconcernedwiththegathering, (Lubbers &Koorevaar, 2000).Ekeanyanwu(2005),noted been communicatingonaglobalscaleforcenturies receiving informationonaworld-widescale.Peoplehave communication referstotheprocessoftransmittingand individuals acrosstheglobe.Basically, global in communicationtechnologiesandhasaffected Globalization and Communication Global century wasmadepossible throughtechnological communication. are aconsequenceofanimmenseincreaseinworldwide (1997), arguesthattheculturaldimensionsofglobalization across culturalgroups(Greig,2002;Holton,2000).Burger of interactionbeyondanindividual’s immediatelocaleand internet haveprovidedtheopportunityforbroaderrange of faxmachines,telephones,airtravel,television,and the internationalsystem(Greig,2002).Theproliferation of communicationsasakeysourcesocialchangein most discussionsofglobalizationpointstotheexpansion border. diminishing thesignificanceofterritorialdistanceand extends acrosswidelyscatteredlocationssimultaneously, tied toterritorialframeworks.Instead,globalphenomena globalization, socialrelationsareviewedasincreasingly Historically, peoplehavecommunicatedglobally With theevolutionof technology, global The adventofglobalizationhasledtotherevolution Despite thediversityofconceptionsglobalization, 2 th www.IndianJournals.com Members Copy, Not for Commercial Sale media howevertheyhave little accesstotheformsof and thepoor. The Third World ispenetrated bywestern that therewasanimmense disparitybetweentherich info-poor populations the increasingdisparitiesbetweenworldinfo-richand profits andcreateshugecorporateempires. were fullyintegrated,whichwasaimedtoreapvast corporate controlofmediaproductionanddistribution communication acrosstheglobe.Thiswasbecause immerse corporationswerein corporations. information andcommunicationbytransnational essential problems:Firstly;thecontrolofglobal expansion andinfluenceoftheglobalsocietyfacestwo .Certain internationalmedia,suchasMTV, CNN 6. Internationalnewsitems,whetheraboutaforeign 5. Miscellaneouscontentssuchassportingevents, 4. Formatsandgenresofforeignoriginthatisadapted 3. Contentitemsofmanykinds(films,music,television 2. Directtransmissionordistributionofmediachannels 1. According toMcQuail(2000),theseformsinclude: multi-faceted phenomenonthattakesavarietyofforms. across theglobe.Importantly, globalcommunicationisa have aidedunityandunderstandingofdiversecultures maintain internationalcorrespondentsinmajorcitieswhich that majornewsagenciesintheworldtodayrecruitand the globalcommunicationarena.Hefurtherexplained understanding betweenthedifferentculturesinvolvedin noted thatglobalcommunicationaidsthepromotionof an electronicweb(Frederick,1993).Ekeanyanwu(2003), technologies connectingpartsoftheworldtogetherinto restricted toageographicalplace,withcommunication Spanish EFE. Today, communication isnolonger Russian Itar-Tass, GermanDPA, JapaneseKyodoand American Associated Press,BritishReuter, French AFP, globe. TheseglobalnewsagenciesincludetheNorth (telegraph andradiotelephone)expansionacrossthe Journal ofGlobal Communication Downloaded From IP - 41.203.76.254 on dated 7-Oct-2013 International, BBCworld…etc. origin appearsinadomesticmedia. or origin. advertising andpicturesthathaveaforeignreference to suitdomesticaudiences. up partofthedomesticmediaoutput. programmes, journalisticitems)areimportedtomake in anothercountry. or completepublicationsfromonecountrytoaudience However, accordingtoFrederick,thecontinual

Wiseman (1998),notedthat ahandfulof : Bhagavan(1990),hasreasoned

control ofinformationand

Secondly; Okorie Nelson .Globalmediainformationflowgivesrisetoastateof 4. Theunequalrelationshipintheflowofnewsincreases 3. Theimbalanceintheflowofmassmediacontent 2. Global mediapromotesrelationsofdependencyrather 1. propositions toconsider: The culturalmediaimperialistthesispostulatesfour values areimposedontheaudienceofinvadednation. 2005). Importantly, theinvadingnation’s culturalandother of coercionintherelationship(McQuail,2000;Salawu, subvert the‘culturalspace’ofothersandsuggestadegree refers toadeliberateattemptdominate,invadeor imperialism’ or‘mediaimperialism’.Culturalimperialism are directlyorindirectlylinkedtothethesisof‘cultural controversial issuessurroundingglobalcommunication communication onaglobalscale.Inessence, maintaining thatis“theworld ismademeaningful;it Baran goesonfurthertolay alongerdefinitionofculture culture occursthroughcommunication. To buttressthis, creation andmaintenance ofamoreorlesscommon recognize thatitissomethingpeoplelearnwhilethe of life’s eventflow. Virtually alldefinitions ofculture in civilization’s arch and themediumthrough,whichall Nothing isfreefromculturalinfluences.Itthekeystone culture isthemediumevolvedbyhumanstosurvive. members ofagivensocialgroup”. Also citingHall(1976), To Baran(2004:45),“cultureisthelearnedbehaviorof been definedbydifferentscholarsintheirvariousfields. up theentiretyofhumanexistence.Cultureasitis,has universal andvariesfromplacetoplace;itiswhatmakes cultural globalization. Traditionally, thoughcultureis in localsense,whichhasestablishedtheconceptof and transformingtheculturespeopleusedtoexperience to theworld.Moreimportantly, globalizationisinfluencing the meaningthatbeingnationalissimultaneouslybelonging ethnic culturesaremadeofaworldculture;thisconveys Cultural Globalization Quail, 2000;Salawu,2005). connection withrealexperiencesformostpeople(Mc a dominantformofculturethathasnospecific cultural homogenizationorsynchronizationleadingto appropriate nationalidentityandselfimage. producing countriesandhindersthegrowthofan the relativeglobalpoweroflargeandwealthynews development. undermines culturalautonomyorholdsback than economicgrowth It isgenerallybelievedthatvarietiesofnationaland 3 www.IndianJournals.com Members Copy, Not for Commercial Sale Vol. 3,No.2,July - Dec.2010 polarization, andhybridization (Wallerstein,1990; of threemajortheses, namely, homogenization, of culturalconsequences.These canbeanalyzedinterms 2002; Kellner, 2002). boundaries andinteractwiththoseofothercultures(Grieg, the opportunitiesforinteractionbetweengeographic an expandingglobaleconomicsystematicallyincrease advancement incommunicationtechnologiescoupledwith capacity forcross-culturalcommunicationmustexist.The culture tobesusceptibleexternalinfluences,the everywhere essentiallythesame(Holton,2000).For a homogeneity thatwilleventuallymakehumanexperience travel, globalizationhasbeenseenasatrendtoward electronic commerce,popularculture,andinternational efficiency orappealofwirelesscommunications, cultural expressionsaroundtheworld.Propelledby of commoditiesandideas,reflectsastandardization experience ofeverydaylife,asinfluencedbythediffusion Downloadedglobalization referstoaphenomenonbywhichthe behaving (Holton,2000;Greig,2001).Basically, cultural they listento,andevenintheirwayofthinking Fromin theclothestheywear, thefoodtheyeat,music IP native culture;theyventurebeyond.Thismaybereflected - 41.203.76.254another, peopledonotremainwithinthefrontiersoftheir constant interaction,theyoverlapandborrowfromone languages andculturesacrosstheglobe.Culturesarein on datedhave facilitatedinteractionofpeople,andhence technological advancementincommunications.ICTs 7-Oct-2013world. a meansforindividualstounderstandandinterpretthe provides ameansofdescribinggroups,culture neither universalnoridiosyncratic.Instead,culture the seconddimensioninthatitdescribestraitsare particular group,andpeculiarattributes,culturecomprises characteristics thatassignpersonasamemberof i.e characteristicsofhumanityasawhole,group that individualsmaybedescribedalongthreedimensions provides ausefulwaytothinkaboutculture.Heargues number ofpeopleinthesociety. Wallerstein (1990) means bywhichelementsofculturecanreachwider communication playspotentrole,becauseitistheonly through communication,itshowsthatmass 35). Sinceculturecanbeconstructedandmaintained and therebyshapesthewayswethink,feel,act”(pp. differentiates aswellunitesus.Itdefinesourrealities communication. Itlimitsaswellliberatesus;it socially constructedandmaintainedthrough Globalization hasalsobeen associatedwithrange Today, theworldisunifiedas a resultof Globalization, Africa andtheQuestionofImperialism that seesglobalmediasystems asvehiclesforcultural According to Varan (1992),thereisaschool ofthought globalization ofmediaindustries isculturalimperialism. globalization. Oneofthemain implicationsofeconomic economic system,whichistheresultof dramatically, basicallybecauseofthedevelopmentnew underline thatnowadaystheworldhaschanged development oftheworld,isprimarilynecessary to Global MediaandCulturalDominance cultural elementsfromarangeofsources(Holton,2000). different sources,sohybridsocialpracticescombine biological hybridscombinesgeneticmaterialsfrom sources withinaparticularculturalpractices.Justlike incorporation ofculturalelementsfromavariety perspective centersoninterculturalexchangeandthe comes mainlyfrompopularmusicandreligiouslife.This hybrid orsynergetic form.Evidencesupportingthisview, and incorporateelementsfromeachother, creatinga stories aboutthecontemporaryworld. global cultureenvisionstwopowerfulandinterconnected different fromthewest.Thepolarizationperspectiveto world isconstructedastheotheri.e.fundamentally through thediscourseofpower, wherebythenon-western of life.Hearguesthatwesternculturalimperialistoperate been constructedbetweenwesternandnon-westernway looked atthewayinwhichculturaldichotomieshave often beenrecastasevidenceofpolarization.Said(1978), cultural homogenizationinthecontemporaryworldhave picture ofglobalculturaldevelopment.Thelimits suggests thatpolarizationprovidesamoreconvincing cultural alternativesandresistancetowesternnorms global culture(Greig,2002).Inaddition,thepresenceof homogenizing forceenvisionanincreasingly Westernized accompanying expansionofcommunicationasa Typically, thosewhoseeglobalizationandits sharply reduceoreliminatethesebarrierstoculturalflow. expansion ofglobalcommunicationlinksfunctionsto difficulties andcostinvolvedintheculturalflow, butthe historically beenterritoriallyconfinedbecauseofthe Schiller, 1989)typicallyargues thatcultureshave homogenizing school(Hamelink,1983;Mattelart, communication haveonculturalattributes.The emphasizes thatthereisadiffusioneffect around awesternizedlifestyle.Thisperspective proclaims thatglobalcultureisbecomingstandardized Spybey,1996; Holton,2000). The homogenizationthesis The recenttrendsinthesocio-culturalandeconomic The hybridizationthesisarguesthatculturesborrow 4 www.IndianJournals.com Members Copy, Not for Commercial Sale journalism andculturemade itvirtuallyimpossiblefor address theirconcernsthat Western domination over Information andCommunication Order(NWICO)to The Third World nationsdeveloped plansforaNew World to battletheculturalimperialismof Western powers. Nations Educational,Scientific,andCulturalOrganization of the Third World wasmobilizedthroughtheUnited question ofimperialismiscomplex.Inthe1970s,much (Hamelinks, 1983;Schiller, 1991;Mattelart,1994). by suchelitestoexerttheirhegemonicinfluence domination tobeanintentionalpartofalargercampaign interests ofpowerelite.Manyassumesuchcultural encourage theadoptionofculturalvaluesthatreflect into thefabricsofsuchprogrammesthataredesignedto audiences arelargelyunawareoftheideologieswoven Belstran (1978),andGransci(1971),havearguedthat western contentpermeatetheworld(Varis, 1984). results fromawiderconditionofimbalancethroughwhich the fearofculturaldominationbydevelopingcountries media onculturesallovertheworld. To alarger extent, analyze thetrans-culturalinfluenceexertedbyglobal American cultureonthelocalcommunities. local historicaltraditionsandmodernimpactofthe and insomecountriesitleadstointernalconflictbetween Americanization oftheworldcultureisveryimportant its culturalimpactallovertheworld,andproblemof is actuallyonehegemonicstate,theUS,whichhasspread cultures worldwide.Itisnoteworthythatnowadays,there the developmentandspreadofinfluencecertain that nowadaysculturalimperialismisexpressedthrough via programmesandmediacontent. through theimpositionofanaliencultureonalocal the behavior, lifestyleandvaluesofdevelopingnations using theiradvancedandwelldevelopedmediatocontrol countries bythedevelopedwesterncapitalistnations, the subtlemanipulationofmassmediadeveloping Ekeanyanwu (2005),notedthatculturalimperialismis center ofthesystem”(Schiller1976:103).Similarly, promote, thevaluesandstructuresofdominating shaping itssocialinstitutionstocorrespondto,oreven is attracted,pressured,forced,andsometimesbribedinto the modernworldsystem,whenitsdominatingstratum concept whichproposesthat“asocietyisbroughtinto in culturalstudies,imperialismreferstothe that perceivethemselvesunderthreat.Fromdiscourse imperialism. Itarticulatesthefearofdevelopingcountries Journal ofGlobal Communication Downloaded From IP - 41.203.76.254 on dated 7-Oct-2013 The relationshipoftheglobalmediasystemto Various attemptshavebeenmadebyscholarsto To putitmoreprecisely, inculturaltermsitmeans Okorie Nelson computing, developmentof Internet,madethemediaa technologies, especiallyinformation technologiesand society shouldnotbeunderestimated becausethemodern words, theexpansionofglobal mediainthecontemporary the extentthatitreducespowerofbusiness.Inother upheaval inpropertyorsocialrelations—particularly to the currentsocialstructurearoundworld,andany because themediagiantsaresignificantbeneficiaries of of profits.Butultimatelyitispoliticallyconservative, no traditionorcustom,onbalance,ifitstandsintheway commercial-media systemisradicalinthatitwillrespect ones. According toMcChesney(2001),theglobal developing countriesoftheworld,aswelldeveloped culture or Western cultureonnationalculturesinmany possible toobserveasignificantimpactof American into theneweconomicformationandrelations.Itis as theglobalizationinvolvesmoreandcountries hegemonic cultureoftheUS,whichisspreadingasfast cultures aresimplyunabletoresisttheinfluenceof speak thatthisprocessisinevitableandtheweaklocal to besorapidandoverwhelmingthatoftenspecialists Presently, thedevelopmentofculturalimperialismseems programmes, whichareexportedtodevelopedcountries. cultural dominationwithinit,oridentifiedinthe programmes fromtheUnitedStateshasevidenceof disadvantage to Africa. These globaldisparitiesandmediainequalitiesareofgreat Ansu-Kyeremeh, 1998;Sreberney-Mohammedi,1998). rather thanleveledinequalities(Schiller& Tracey, 1997; technologies inequalitieshasworsenedglobaldisparities ownership andthegrowingsignificanceofcommunication Many scholarsbelievethenatureofglobalmedia Philips (Sreberny-Mohammedi,1998;Markay, 2000). Corporation, Sony, Seagram,GeneralElectricandDutch Time-Warner, Disney, Tele-communication Inc,News international mediacorporation–Bertlesman, Viacom, fallen intothehandsofsomegenerallywestern, 2001). wielded bytheUnitedStates andBritain (McChesney, movements wereimpaledontheswordofneo-liberalism was seenasalegacyofimperialism.Boththese to addressformallytheglobaleconomicinequalitythat of abroaderstruggleatthattimeby Third World nations heard acrossEurope.TheNWICOcampaignwaspart (Ekeanyanwu, 2005:58). newly independentnationstoescapecolonialstatus Varis’ (1994),studyshowsatleast30-40 percentof In thepastfiftyyears,massmediaproductionhas Similar concernsaboutU.S.mediadominationwere 5 www.IndianJournals.com Members Copy, Not for Commercial Sale the modernity, spreadofglobalcapitalist system, several factors,amongwhich themostsignificantare cultural imperialismasaconsequence oftheimpact capitalist system.Thus,itispossibletospeakabout popular supportforthevaluesandartifactsof but alsoideologicalinthattheypromoteanddevelop of goodsandservices.Theirroleisnotonlyinformational, imperatives thatgoverntheoverallsystem’s production products arelargelydeterminedbythesamemarket by thecommunications-culturalcorporations.Themedia to theprocessofeconomicdominationisroleplayed European-controlled multinationalcorporations.Central by theglobalimperativesof American andthe West media operatingwithinasingleworldmarketorganized countries’ media. the importationofmediacontentsandprogrambythese countries havenoreplytothephenomenalincreasein worrisome aspectoftheissueisthatthesedeveloping development. Ekeanyanwufurtherexplainedthatthe and inequalitiesinsocio-politicalcumeconomic global mediagiants,thisisbecauseoftheinadequacies media tocountertheseoverwhelminginfluencesofthe little opportunitiesthatexistfordevelopingcountries’ into clasheswiththeirtraditionalculture. to theextentthatlifestyletheylearnfrommediacomes influenced byglobalmedia,whichareofteninternalized, generations, especiallyindevelopingcountries,are media. Eventually, itleadstothesituationwhennew an absolutelynewlifestylethatisbroughttothemvia from themedia,andveryoftentheygetacquaintedwith dramatically influencedbytheinformationtheyreceive trend wouldbeevenstronger. As aresult,peopleare hours aday, sevendaysaweek,andinthefuturethis society, whenpeoplearegettinginformationtwenty-four media isthehighlevelofinformationitgivestohuman the mainreasonofsuchincreasedinfluenceglobal in themediaofdevelopingcountries.Inotherwords, western orientedvaluesandlifestylesarebeenportrayed out thatthiswouldleadtoculturaldominationasmostly the flowofglobalnewsandinformation.Hefurtherpointed would leadtogreatimbalanceinquantityandquality, in pointed outthattheinfluenceofglobalmediasystem was corroboratedbyEkeanyanwu(2005),whenhe very influential,ideologicalandculturaltool.Thisview Conclusion Vol. 3,No.2,July - Dec.2010 Downloaded From IP - 41.203.76.254 on dated 7-Oct-2013 Cultural imperialismtheoristsandscholarsseeglobal Ekeanyanwu (2005),alsonotedthattherearevery Globalization, Africa andtheQuestionofImperialism Ekeanyanwu,N.(2005). Boyd-Barrett, J.O.(1977).Mediaimperialism: Towards Bhagavan, MR.(1990) References Belstran,L. (1998).Communicationandcultural Bagdikian,H. (2000). The mediamonopoly. New York: and enforcementofculturalnationalism. development ofmediaandincreasingroleinformation, of globalmediacontentintheirtraditionalsocieties due totheimpactofwesternculturewithproliferation their uniquenessandvalueinindigenouscultures essence, developingnationsfacethedangeroflosing of Western culturegrowsinthelocalcommunities. countries aregraduallylosingtheiruniquenessastherole anywhere elseintheworldbecausemany African and wherethisimpactisprobablymoreobviousthan which arealsosusceptibletotheimpactof Western culture possible torefertheexperienceof African countries, controlled multinationalcorporations.Inthisrespect,itis of themediaby American andthe West European- through theuseofeconomicstrategyconcentration obvious inthesphereoftelevision,cinemaandmusic western nationalcultures.Thisimpactisparticularly significant impactof Western cultureonvariousnon- Greig, M.(2002).Theend of geography:Globalization, Gramsci, A.(1971). Selectionfromtheprisonnotebooks. 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