Developing Country Studies www.iiste.org ISSN 2224-607X (Paper) ISSN 2225-0565 (Online) Vol.4, No.4, 2014 The Impact of International Broadcasting On Africa 1 2 Olusesan S. Asekun-Olarinmoye Johnson M. Esiri Oladayo O. Ogungbamigbe 3 Ajibolu T. Balofin 1 1. Department of Mass Communication, Babcock School of Business, Babcock University, Ilisan-Remo, Ogun State, Nigeria; 2. Department of Mass Communication, Redeemer’s University, Kilometer 46, Lagos-Ibadan Expressway , Ogun State , Nigeria; 3. Department of Mass Communication, Federal Polythecnic, Offa, Kwara State, Nigeria; * E-mail of the corresponding author:
[email protected] Abstract This study examined the impact of global broadcasting on Africa. The survey research method was applied to collect data with the structured questionnaire as the research instrument. 150 respondents who were purposively selected from Nigeria, South Africa and Egypt were administered the questionnaire online through the surveymonkey.com website. However, 110 respondents properly completed and submitted their questionnaires representing 73 percent response rate. Findings revealed that Cable News Network (CNN) is the preferred global TV news channel of 41 percent of the respondents followed by Al Jezeera (32 percent), China Central Television (18 per cent) and BBC World (9 percent). This is consistent with the 2012 European Media Survey (EMS) report which declared CNN as the undisputed No 1 news brand in Africa. Findings further revealed that global TV news channels carried mostly negative stories about Africa as indicated by 86 percent of the respondents. Furthermore, 60 percent of the respondents indicated that this pattern of coverage not only gave the continent a negative perception but worsened her economic woes.