CAVENDISH UNIVERSITY ZAMBIA SCHOOL OF ARTS EDUCATION AND SOCIAL SCIENCES. ANALYSING THE IMPACT OF MODERN MEDIA ON TRADITIONAL ZAMBIAN CULTURE WITH EXAMPLES OF OTHER AFRICAN COUNTRIES. A RESEARCH REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF THE AWARD OF BACHELOR OF ARTS IN MASS COMMUNICATION AND PUBLIC RELATIONS DEGREE. BY KANYANTA E. KAUMA BMCPR 003-804 SUPERVISOR: MR BEENWELL MWALE 0 2019 DECLARATION This research project is completely and solely my work and has not been presented for any award of degree or diploma in any other University or tertiary institution; owever some information from similar work in the feild of research has been represented with due consent and vilification. Student:…………………………………………. Date:………………….. Kanyanta E. Kauma (BMCPR 003-804) Supervisor:…………………………………………. Date:………………….. MR. BEENWEL MWALE 1 ACKNOWLEDGEMENTS I wish to Thank God for the Gift of life. In addition, I would like to thank my parents and family for their support. I would espexially like to thank my partner David mwengwe and son Chibuye changa mwengwe fpr their continued understanding throughout this mentally and physically demanding process. I equally would likr necognize that i am indebted to many individuals for their support and contributions towards the successful completion of this document with my deepest and profound appreciation to my supervisor MR. Been well Mwale for his enduring commitment and guidance throughout the creation, drafting and revision of this document. 2 ..................TABLE OF CONTENTS........... Page 4..... 3 ABSTRACT Media, as a powerful social system, plays an important role in creating a person’s sense of reality (Gergen, 1999). It essentially forms theinks that bind the thoughts of our mind. Mass media has thus been defined as communication with a broad and often homogenous diverse audience. (Timothy hartman 2006) further to describe it as " technology that is intended to reach a mass audience. Media can be any means of communication to influence the public broadly, such as television,newspaper,magazines, internet and other communications ways. It is the primary means of communication used to reach the vast majority of the general public especially in this modern day and age. Since its inception in the early 1800s however mass communication has significantly evolved from simply a tool for selective information dissemination to a conduit pipe that has the power to infiltrate transform indigenous local cultures particularly on Zambian soil where the spread and rate of technological transfer is happening at an unprecedented scale. According to a study by ZICTA; The number of mobile internet users in the country has increased to 7.7 million from 7.1 million, representing a 47.08 percent penetrate rate The follow document therefore seeks to analyze this recorded influx of technology and media platforms to access its impact on indigenous Zambian culture. It seeks to highlight and understand the influence of modern mass media on culture within a Zambian perspective as well as highlight the fundamental pitfalls within local media structures that in turn inhibit the spread of indigenous culture thus promoting cultural inferiority and thus cultural globalization. It will additionally show the irrefutably significant role culture plays in not only shaping Zambian society but influencing ideas and mindsets of citizens in all ten provinces particularly among the younger generation.This is vital particularly in the faalce of accelerated technological transfer where more and more Zambiansc are gaining mass exposure to foreign culture and ideals while simultaneously and sub-conciously loosing a grip on their own. As a fundamental stepping block and backbone of any given society, it is only imperative that stakeholders take heed to ensure that cultural erosion is prevented within the country particularly by stakeholders in the media which plays a major role in shaping and defining these ideals. This document will further employ the use of various research methods and 4 methodologies in the pursuit of data such as a mix of primary and secondary research methods including the following; personal interviews, television documentaries, newspaper clippings, research papers, tables and graphs, the internet and many more sources to be listed, below*.the institute of culture plays a fundamental and critical role in not only affirming personal identities but allowing for social interaction and stratification based on one's particular cultural identity. Africa as a continent has a particularly broad and diverse indigenous culture However,over the past century or so the continent has arguably been exposed to an advanced level of cukturla erosion or globalization due in part to the influx and prevalence of modern media e.g Newspapers, Radio and Social Media in various degrees. This report therefore wishes to shed light on such instances with practical examples and analogies that wish to further highlight and fully avail the depth and pertinece of the issue. With Culture forming the backbone of any given Society its is only fundamental that we understand the variables that both sustain and threaten its existence; giving rise to practical and analytical solutions to address the issue. Such measures will go a long way in preserving and fostering local and indigenous cultures within the country and beyond. 1.0 INTRODUCTION 5 The following document will seek to essentially analyse the impact of modern media on indigenous Zambian Culture, making use of various neighboring countries as examples in this vein. It will equally make extensive use ofpresently available informayion as well as personal imteractions with volunteers in the reasrch in order to come up with credible findings. It further aims to take a deeper look at the context of local Zambian culture and its metamorphosis as a result of media influence particularly in urban settings. It seeks to explore all potential extents and limitations that dictate the aforementioned media exposure and understand how this in turn affects indegenous peoples. with due consideration of potential solutions to address these bottlenecks. It also takes a retrospective glance at the structure of modern media in Zambia and how in turn this influences the way culture is perceived and assimilayed. As syudies have shiwn the media can be used for cultural exchange that coukd eitger influence society in a positive ond the concept of cultural globalization with reference to previous studies on the subject in various disciplines The researcher in this chapter also ooked at; the background of the study, statement of the problem, research objectives, research questions, limitation and delimitation of the study, assumptions and finally rationale of the research study. The following study thus also aims to identify and asses the role of the media in the cultural exchange process. It aims to understand the underlying factors behind the peompt and swift rate of cultural erosion within in the country with examples of neighboring African countries such as Malawi, Zimbabwe etc..It will also highlight the extensive mix of research methodologies used in the drafting if this docunent including quantitative and qualitative methods as well as other sources such as interviews, research papers, internet information as well as many more. 6 PROBLEM STATEMENT INDEGENOUS CULTURAL GLOBALIZATION AND EROSION Zambian culture has often remained constant and a pillar for African society since the dawn of time, with the advent of modern Technology and mass media however, this position has presently come under threat. Staples of indigenous Zambian culture such as dress-code, ceremonies, practices and and mannerisms; are growing more and more shunned in the face of modern practices and cultures spewed forth thanks to mass media. Culture forms a significant part of our human identity without which , humanity is essentially void. This remains true for the indegenous Zambian population which consists of roughly 16million people and 72 colorful indigenous tribes. For this reason The medias role is therefore to not only educate, inform and entertain the public but also to promote and embrace indegenous cultural exchange within the country. This includes the mainstream promotion of indegenous languagrs,ceremonies customs and beleifs which entail a vital part of Zambian identity.As a country with roughly 72 rich tribes there is no shortage of rich cultural diversity to share this not only across the country ,however with the mass influx of cultural globalization, the world and essentially its cultures have Ben melted down into one large mixing pot, diluting the prestige and essence of local tradition. This had particularly proven true amongst millenials or the younger generation who appear to exhibit more advanced levels of cultural erosion with each passing generation. Recent statistics only highlight this problem, revealing that only one in five youths has a clear understanding of their tribes language or customs. This trend has only been further exaggerated by the use of western trends and dialect as a system for reference and command in both media houses and tertiary institutions where the use of strictly English is praised while vernacular is condemned and frowned upon. This trend has largely seen itself replicated and embraced particularly in urban settings where the level and degree of exposure and technological transfer occurs on a much higher level compared to rural areas of Zambia. This is particularly facilitated