The reference article talks about the influence of the television industry on Nigerian society. The point I’m going to focus on today, however, is the discussion about cultural imperialism in Nigeria. To quote from the reference article, “The globalization in the world has made it for people to access TV stations in Arab, Europe, America and so on...It is what the technology has imposed on the world and there is no way you can build a barrier against it. All you can hope for is when a nation holds authentic cultural value that they would be able to resist it.”
I believe that the very awareness of the presence of cultural imperialism serves to diminish its impact. Since these people already know that the American influence on the country’s media, government and society is relatively significant, they will be more alert so as to not fall prey to its attempts to shape culture.
On the other hand, try as they might by perhaps setting a quota to restrict the amount of American programs aired on television, they cannot totally impede the flow of American culture to the nation. This is because even if the government decides to give subsidies to local producers to produce local programs, they and other related authorities cannot ignore the fact that these local producers have already been influenced somewhat by American culture. There will definitely be a certain magnitude of American influence in the environment they were brought up in and on the media products they were brought up with. Their minds already ingrained with Americanized mindsets and perceptions, these local producers would inevitably produce programs that have a degree of Western influence in them. No matter how small this influence might be, the increased production and viewership of local programs (with American culture embedded in them) will still cause a shaping of the people’s mindsets. It is unavoidable.
Even more so, being a developing nation, Nigeria would not have had the latest technology available to produce media products; it is only through the provision of the American companies that they are able to obtain state-of-the-art equipment. The advocacy of production of local-helmed programs would thus further enhance American influence on the nation. Despite government efforts to hinder cultural imperialism, they cannot completely eliminate the impacts of this influence as American media products have already found their way into the market and become a part of Nigeria’s media production efforts. They need such “interference” in order to keep their media industry alive.
However, cultural imperialism is not entirely bad as it increase the pace of development in Nigeria and other less developed countries. For example, in the giving away of media products free of charge or selling them at a very low price to these developing nations, the US actually accelerates the growth of the media industry and the advancement in technology, hence increasing the knowledge and skills of the people there. Their actions not only add on to actual growth; the subsequent increase in human capital further boosts potential growth, which is essential for the actual growth to be sustained in the long run. This investment in human capital goes a long way and benefits the country as it strengthens the competitive edge and increases productivity of the workforce. Economic growth is also achieved.
Reference article: http://www.vanguardngr.com/2009/10/24/50-years-of-television-in-nigeria-so-far-so-good/
