Keyword : Mass media .Acculturation .Cultural imperialism
Author(s) : Emmanuel Chukwuemeka Ogu
Abstract :
The Mass Media’s trans-cultural impact has often been seen from negative perspective of cultural imperialism. Scholars have dwelt heavily on the probable cultural domination and cultural erosion metaphor relegating or downplaying the positive impact of the mass media in the acculturation process. This work is not an attempt to disprove the notion of cultural imperialism which the mass media have been accused of, but a bold step to highlight the positive aspect of the mass media’s acculturation attributes and potential which include promotion of global cultural unity, promotion of social harmony, social and national integration as well as bringing about cultural innovation etc. In achieving this objective, the work critically analyzed in a systematic manner the contributions of scholars and authors on key words and concepts like the mass media, acculturation, cultural imperialism and finally looking beyond cultural imperialism. Recommendations were also made to allay the fears of the exponents of cultural imperialism.
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