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/
Hi!
ReplyDeleteYou mentioned that when America's equipment are "infiltrated" into Nigeria, America's influence will be further enhanced. This,I beg to differ. With new equipments form America, Nigeria has a greater capability of making their own products. So why should they continue to consume America products?
Yes, I know you did mentioned about the audience in Nigeria find foreign productions more appealing than their own. But, this is not necesssary so. Nigeria does not have any ideology even till now to govern its government despite America's propaganda for democracy. Hence, I feel that you should acknowldege that Nigeria is not 100% influenced by America's productions.
i like your point about how "the very awareness of the presence of cultural imperialism serves to diminish its impact". This is an interesting perspective, however, it is assumed that the people in general are aware of the presence of cultural imperialism in their country and its impact on culture. i think your point applies to people who belong to more developed and affluent countries, where they are educated and have greater ability to discern for themselves. in the nigerian context, the uneducated in abject poverty would probably be thankful for television programmes in which they would otherwise not be able to enjoy and consume these media products. The cultural messages that are imperialistic in nature inherent in these foreign media products would then be in their subconcious minds.
ReplyDeleteMedia globalisation is a double-edged sword. it is useful in increasing the pace of development in poor countries such as nigeria. however, media globalistion which may lead to cultural imperialism is detrimental to one's culture as well.
In view of Chu Yuan's comment that "With new equipments form America, Nigeria has a greater capability of making their own products. So why should they continue to consume America products?" I believe it is because America has brought in these equipment, hence Nigeria has to accept the American products they have brought in with the equipments.
ReplyDeleteFurthermore, I feel that Nigeria should continue to make local productions to maintain a balance in maintain a culture and identity than to be completely consumed by American products. Nevertheless, it is up to the people of Nigeria to decide if they want to adopt the American culture or retain their own.
hello...
ReplyDeletemedia globalisation is inevitable. the ease of getting media products makes it hard for us to stop this. we are getting more and more different sources of products from all over the world.
personally i think it is beneficial for developing countries like nigeria as it helps them to progress from the stagnant state they are in. as more and more people get information it serves as a form of education to them. however this is also something bad as it only serves to diminish the country's original culture.
so while we should embrace this inevitable trend, we should also filter whats wrong and whats beneficial for us.
"they and other related authorities cannot ignore the fact that these local producers have already been influenced somewhat by American culture"
ReplyDeleteI agree with this! I think we are subconsciously being affected by the American culture. Americanisation seem to be seeping through many parts of the world at a very fast pace!
Though I do not think that being Americanised is a bad thing, it's quite surprising that it is not other cultures that are seeping into the other countries. China too is a big country but we do not see their culture seeping into other cultures.
=)Kai Ting
Hi Liyin!
ReplyDeleteI agree with you that cultural imperialism does also bring benefit to Nigeria. By allowing media products from the West, not only does it encourage the growth of their media industry, but it also creates more jobs for Nigeria's economy in the long term. In addition, it also helps them to be more forward looking, and to be inspired to move forward from their current third world country status.
However, I do agree with you that the influences from the US media products could possibly affect the culture and beliefs the people in Nigeria practice negatively. But I believe, Nigeria, which is very rich in culture and tradition, to entirely reshape it, it would need to take a very long time.
hey!
ReplyDeleteIt is not possible to impede the flow of american culture into the nation as like what you have mentioned, the influence is there and it cannot be eliminated.They will just be bringing harm to their economy as restricting the products result in loss of improvements in this industry.
Nigeria is not developed enough to manufacture own products and services. Hence, they need to outsource for help from big nations like US to enhance their knowledge on technology. This will bring development to their country even though it shapes the culture.
However if the people can keep their traditions and customs with a tinge of western influence, not much harm is being done right?Maybe a new culture can be form here. =)
Hi Liyin(:
ReplyDeleteI believe that the points you raised are salient yet it seems that you have overlooked the fact that 'americanised' ways of life can indeed improve the social, cultural and political state of Africa.
Contrary to popular belief, given strong cultural entity and an acute awareness, culture will not be eroded by western culture. It is possible to strike a delicate balance by expounding on the basis that society has built upon in Africa for centuries. The contrasting views can be corrected by strong knowledge and lead to greater understanding of one's culture and identity in the larger being.
Hmm... Yes Chloe I agree with your point that " 'americanised' ways of life can indeed improve the social, cultural and political state of Africa". And that yes, "given strong cultural entity and an acute awareness, culture will not be eroded by western culture". However, even with strong cultural entity and awareness, if the particular culture feels that there is a need to change in order for the country to move forward, it will change no matter how strong the cultural roots are. In this case, it is the African nation's choice to allow their culture to be influenced by Western powers.
ReplyDeleteCultural imperialism has infiltrated into the facets of many societies around the world and most of it revolved mainly around the influence of the American media. Citing an example closer to home, many people of the younger generation tend to prefer watching American shows such as Desperate Housewives, Prison Break or Gossip Girl. If you mention any local or Asian media product such as serial dramas from Hong Kong, Taiwan or Korea, many people will most probably respond in a condescending tone that they do not "watch such stuff". Sadly, this kind of generalization that American media products are superior to their local or Asian counterparts is present in the minds of many youths nowadays. Of course, there are people who still support local or Asian media products, but it seems to me that the majority of people have flocked to worshipping Americanization like many others all over the world.
ReplyDeleteHey hey,
ReplyDeleteBasically, what I think is that its not wrong to be, in a sense, 'Americanised'. Honestly, the same thing is happening to all the other countries in the world. So, I don't think we have the right to criticise them about the fact that they are going western. But seriously, I feel that everyone thinks too highly of the western culture.
What good is the western culture in actual fact? Applying makeup on a daily basis from the age of 10? Or is it losing their virginity by 14? People think that the 'americanised way' is the best way to live their lives. i think NOT.
Its just this old boring routine every single person follows, solely for the sake of following. And then they claim that they want to live like the americans because they feel their morals are good and righteous, but really its because they think its cool to be a caucasian.
Seriously. Do you really think going out all day, not studying, smoking from a young age or under aged drinking for that matter, is all so righteous? I can't seem to grasp the reason why people enjoy copying every single thing americans do. Do we not have minds of our own?
Sure, Nigeria may be less developed compared to America. But at least it isn't as corrupted. I think america has lost majority of its moral values. The values taught to catholics and christians, faith,justice,purity,wisdom,and all. They probably fried it along with their brains.
So, what i think is, Nigeria is just cooking up some excuse for following the americans, when actually they just want the easy way out. Sure, not all of america is that bad, and there are A FEW good points like all the advancements in technology (that is if you don't count those that are causing the earth to crumble).
Advancements for Africa is necessary I guess. But not to the extent where they should follow the americans through and through and throw away all their cultural roots. Cultures are there for the people to follow. I disagree about the fact that they should change their beliefs and faith because they want to modernise. All in all, no matter how hard they try to be like an american, even changing their features and accent and all, they will still not cease to be an african at heart.
Totally agree with you.
ReplyDeleteI think that the Nigerians should take cultural imperialism as a learning tool from the Americans to further develop, but at the same time be aware not to lose their identity.
??? What planet are you on. Have any of you been in Nigeria of late. Beacuse if you have you would not be making this argument even the article that was culled from the Vangaurd makes conclusions that frankly are suspect( to my thinking at least). The new technology if anything has done a lot to enable the country to produce cultural products. To such an extent that if things continue as they are Nigeria(the very country that you seem so concerned about drowning under the American influence) itself will become something of an African cutural imperialist, (witness the export of home videos and increasingly the music). The only thing that is true about the American/Western Influence is that modern African culture is something of a hybrid in parts but then you can say that about many other parts of the world and it is a double edged sword.
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ReplyDelete