Media/Cultural Imperialims Image

Only available on StudyMode
  • Download(s) : 125
  • Published : June 28, 2013
Open Document
Text Preview
MEDIA/CULTURAL IMPERIALISM AND NATIONAL IMAGE. THE WAY FORWARD FOR NIGERIA.

INTRODUCTION
Information plays a paramount role in every form and context of relations. The spheres of information range from local, regional, national and international, both as a means of communication between people and as an instrument of understanding and knowledge between nations. The media is often owned by the rich and the capitalists. Thus whoever controls it has a very powerful instrument in his hand for he can channel the very thoughts of people. Media imperialism is at the moment of primary importance to all the states of the developing world. some cultures are rendered subordinate to others and that -the encounters between cultures are never on equal terms. Some cultures and their value systems are privileged because of the strategic prominence given them. CONCEPT OF MEDIA AND CULTURAL IMPERIALISM

According to Boyd-Barrett, (1983:13) in Olise, (2010:104) media imperialism refers to ‘the process whereby, the ownership, structure, distribution or content of the media in any one country are, singly or together, subject to substantial external pressures from the media interests of any other country or countries, without proportionate reciprocation of influences by the country so affected’. Media imperialism is a subset of cultural imperialism. It is real and is hurting the interests of developing countries. In this age of globalization, the citizens of most developing countries are increasingly becoming supine consumers of media products ‘commodified’ and churned out by giant international media conglomerates and news channels The ownership, structure, production and the distribution of media contents are in their hands, in one way or the other. And they use these channels to propagate Western economic, socio-cultural and political ideologies around the world .Which makes directional flow of information- from the dominant imperialist countries to the less developed ones and never the reverse (Hali, (n.d)). Media Imperialism in this study is discussed under the following postulates: I.Imbalances in North/South dialogue

II.Influence of intelligence agencies
III.Emergence of Conglomerates & Media Monopolies
IV.Propaganda and media warfare
Imbalances in North/South dialogue
In the North/South (developed/underdeveloped) dialogue, the flow of information is characterized by the following basic imbalances:- Quantitative Imbalance: This imbalance is created by the disparity between the volume of news and information emanating from the developed world and intended for the developing countries, and the volume of the flow in the opposite direction. Almost 80 percent of the world news flow originates from the major news agencies of the developed countries while they devote only 20 to 30 percent of news coverage to the developing countries, despite the fact that the latter comprise almost three quarters of mankind. This results in a veritable de facto monopoly on the part of the developed countries. According to an UNESCO report, the ratio of information flow from north to south is 5:1 making the south passive recipients (Olise, 2010:105). Qualitative imbalance: This has to do with what is reported about developing countries by developed countries. It is usually odd news about a coup, war, pandemic disease among others. Furthermore, this imbalance is as a result of so many factors. One of which is the existing infrastructure of international communication, this favours the west because of their level of technology, wealth and expertise. asserts that the distribution of power and wealth in international system which favours the west, has created an impact and influenced communication structure and communication flows, making information exchange unequal, allowing the predominance of the more powerful, richer and better nations over the less powerful, less richer and less better nations. The control of technology is what has made...
tracking img