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Digital Media and Cultural Globalisation: The Fate of African Value System

Received: 11 June 2019    Accepted: 22 October 2019    Published: 31 December 2019
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Abstract

The study set to examine digital media and globalisation in order to determine the fate of African value system. Digital media can be used to change social practices as well as societal-level transformation. If countries all over the world use the same technology, then they will gradually converge as the technologies shape them and they slowly lose their distinctiveness. Globalization on the other hand is a continuation and expansion of western imperialism. It is a fresh phase of recolonization of African societies which attempts to continue the promotion of western linguistic heritage and literacy canons at the expense of African indigenous languages and literature. Globalization tends to diminish the value of cultural practices of Africa. The culture of the developed economy has obviously taken over the local culture. African societies are directly or indirectly forced to accept uniform moral principles of what is right and wrong within global cultures. In order to achieve the objective of the study, qualitative research method is adopted whereby relevant literature, documents and records are consulted and analysed in order to underscore digital media or globalisation and the fate of African value system. To locate the study within the context of theoretical framework, Media Imperialism Theory is employed. The findings of the study revealed that digital media and globalisation are exerting significant influence on the production and consumption of media products and acculturation. The study concludes that the challenges digital media and globalization pose to Africa are nothing more than challenges for Africans to adopt development policies that are rooted in their cultural value systems. The study recommends that Africans should imbibe the positive tenets that come with technology and neglect the negative aspects. Again, there is need for researchers to develop interest in this area so as to expand the body of literature and knowledge.

DOI 10.11648/j.hss.20190706.15
Published in Humanities and Social Sciences (Volume 7, Issue 6, November 2019)

This article belongs to the Special Issue Digital Media and Cultural Globalisation: The Fate of African Value System

Page(s) 214-220
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

African Culture, Digital Media, Global Culture, Globalisation, Value System and Western Imperialism

References
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Author Information
  • Department of Mass Communication, Bayero University Kano, Kano, Nigeria

  • Department of Mass Communication, Bayero University Kano, Kano, Nigeria

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  • APA Style

    Balarabe Maikaba, Aondover Eric Msughter. (2019). Digital Media and Cultural Globalisation: The Fate of African Value System. Humanities and Social Sciences, 7(6), 214-220. https://doi.org/10.11648/j.hss.20190706.15

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    Balarabe Maikaba; Aondover Eric Msughter. Digital Media and Cultural Globalisation: The Fate of African Value System. Humanit. Soc. Sci. 2019, 7(6), 214-220. doi: 10.11648/j.hss.20190706.15

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    AMA Style

    Balarabe Maikaba, Aondover Eric Msughter. Digital Media and Cultural Globalisation: The Fate of African Value System. Humanit Soc Sci. 2019;7(6):214-220. doi: 10.11648/j.hss.20190706.15

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  • @article{10.11648/j.hss.20190706.15,
      author = {Balarabe Maikaba and Aondover Eric Msughter},
      title = {Digital Media and Cultural Globalisation: The Fate of African Value System},
      journal = {Humanities and Social Sciences},
      volume = {7},
      number = {6},
      pages = {214-220},
      doi = {10.11648/j.hss.20190706.15},
      url = {https://doi.org/10.11648/j.hss.20190706.15},
      eprint = {https://download.sciencepg.com/pdf/10.11648.j.hss.20190706.15},
      abstract = {The study set to examine digital media and globalisation in order to determine the fate of African value system. Digital media can be used to change social practices as well as societal-level transformation. If countries all over the world use the same technology, then they will gradually converge as the technologies shape them and they slowly lose their distinctiveness. Globalization on the other hand is a continuation and expansion of western imperialism. It is a fresh phase of recolonization of African societies which attempts to continue the promotion of western linguistic heritage and literacy canons at the expense of African indigenous languages and literature. Globalization tends to diminish the value of cultural practices of Africa. The culture of the developed economy has obviously taken over the local culture. African societies are directly or indirectly forced to accept uniform moral principles of what is right and wrong within global cultures. In order to achieve the objective of the study, qualitative research method is adopted whereby relevant literature, documents and records are consulted and analysed in order to underscore digital media or globalisation and the fate of African value system. To locate the study within the context of theoretical framework, Media Imperialism Theory is employed. The findings of the study revealed that digital media and globalisation are exerting significant influence on the production and consumption of media products and acculturation. The study concludes that the challenges digital media and globalization pose to Africa are nothing more than challenges for Africans to adopt development policies that are rooted in their cultural value systems. The study recommends that Africans should imbibe the positive tenets that come with technology and neglect the negative aspects. Again, there is need for researchers to develop interest in this area so as to expand the body of literature and knowledge.},
     year = {2019}
    }
    

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    AU  - Balarabe Maikaba
    AU  - Aondover Eric Msughter
    Y1  - 2019/12/31
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    AB  - The study set to examine digital media and globalisation in order to determine the fate of African value system. Digital media can be used to change social practices as well as societal-level transformation. If countries all over the world use the same technology, then they will gradually converge as the technologies shape them and they slowly lose their distinctiveness. Globalization on the other hand is a continuation and expansion of western imperialism. It is a fresh phase of recolonization of African societies which attempts to continue the promotion of western linguistic heritage and literacy canons at the expense of African indigenous languages and literature. Globalization tends to diminish the value of cultural practices of Africa. The culture of the developed economy has obviously taken over the local culture. African societies are directly or indirectly forced to accept uniform moral principles of what is right and wrong within global cultures. In order to achieve the objective of the study, qualitative research method is adopted whereby relevant literature, documents and records are consulted and analysed in order to underscore digital media or globalisation and the fate of African value system. To locate the study within the context of theoretical framework, Media Imperialism Theory is employed. The findings of the study revealed that digital media and globalisation are exerting significant influence on the production and consumption of media products and acculturation. The study concludes that the challenges digital media and globalization pose to Africa are nothing more than challenges for Africans to adopt development policies that are rooted in their cultural value systems. The study recommends that Africans should imbibe the positive tenets that come with technology and neglect the negative aspects. Again, there is need for researchers to develop interest in this area so as to expand the body of literature and knowledge.
    VL  - 7
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