With the fancy and all the frenzy
about globalization, it is evident that globalization is not new, however, as a
great phenomenon; its influence cutting across all facets of life are
continuously being experienced by nation-states of the world. The multitudinous
influence of globalization is also being accentuated by the proliferation of
the Information and Communications Technologies (ICTs), especially, the ever
emerging new media which in all characterization has turned the world into a
wholesome entity with high interrelatedness and interconnectedness between and
among varied civilizations, culture, and communities of the world. Hence,
through the instrumentality of globalization and the wide currency the new
media had attracted and according to Marshall McLuhan the world had turned to
become a global village. For instance, the ongoing Arab Spring characterizing
some of the countries of North Africa has been tagged “Facebook Revolution”.
Decisively, this article sets to do a critical assessment of some of the
effects of globalization as well as that of the new media on Africa culture.
No matter where Africans turn to,
through mobile phone and internet application devices, they encounter the new
media, It is evident that globalization and the new media are like two Siamese
twins. They are highly intertwined and inseparable. Indeed, in the recent time
the new media is seriously accentuating globalization and sky-rocketing its
potency all over the world.
Reportedly, 2003 World Youth
Report on Youth and Information and Communication Technology hypothesize that
“two major assumptions underline the role of the new media: the first is that
proliferation of the technologies is causing rapid transformation in all areas
of life; the second is that the new media function to unify and standardize
culture.”
In its entire ramification the
new media just like globalization is creating a global system of culture for
the international system. Importantly, with economic, social, cultural and
political interaction between and among states in the international system,
there have been cross fertilization of ideas and culture in particular. Through
cultural diplomacy which is orchestrated by globalization, nation-states of the
world are interacting culturally at the highest level through conferences and
events such as cultural festivals and carnivals as well as during sporting
events.
The exploding new media realities
and globalization are sensed as both a gift and a threat especially to African
culture. The new infomedia technologies have created new spaces and new
contexts for the emerging new virtual and cyber communities where amalgamation
of varied cultures of different civilizations and races is taking place.
Significantly, African culture is not an exception.
There are many Africans today,
who only perceive the media realities as a fear-provoking threat, especially
considering the ways African culture is being polluted and bastardized with the
so-called western civilization which had formed the major component of the new media
or global culture being subtly imposed on African youths.
African youths are daily
experiencing the bombardment of images, sounds, and words through bursting of
the new media technologies that screeches out to capture the imagination of
people today. As said earlier on, western culture has become the de-facto
culture of the new media or globalization. Which according to some scholars has
no redemptive values to African culture and by its nature is distracting,
manipulative and oppressive to Africa thereby subjugating African culture as
inferior and barbaric which is in line with the spirit of neo-imperialism
and/or globalization. Globalization has generated a lot of controversy with
regard to the rise of a global culture. Western norms and practices are
gradually being transported across the globe as the acceptable way of
behaviour. In view of this, rich and dynamic African culture has been diluted.
By definition, what globalization
does is to make all other cultures local. According to Jeremy, globalization is
a declaration of war upon all other cultures.
There is no doubt that with high intensity, globalization and the new media
have dragged African culture into disrepute and cultural doldrums.
The new media also riffles the
fabrics of African social networks. In a typical African traditional setting or
community children are expected to keep company with the aged or the elderly
who would then impart the wisdom of the land to the younger generation,
however, this is becoming difficult when the children spend most of their time
surfing the net or bubbling with mobile devices. To most African youths
nowadays tales by moonlight is a myth or fiction.
It is suffice to say here, it is
not all aspect of the media culture that is detrimental and sententious to
African culture, however, generally speaking, the new media culture had
negatively affected African culture within the context of ethical values,
socialization, dressing, religion, relationship, sexuality, etc. Absurdity and
anomalies such as nudity, homosexuality, lesbianism, pornography, etc are being
passed on to African youths in particular as major strands of western
civilizations symbolizing global culture.
However, it must be said at this
juncture that globalization and the new media have opened African peoples’
lives to other cultures and all their creativity and to the flow of ideas and
values. Since, in anyway, no culture is superior to others and
characteristically all cultures have their positive and negative strings. The
new media have eased interaction among Africans and peoples of different
cultures. Also, some inhuman cultural practices directed especially at women,
for instance, female genital mutilation (circumcision), widowhood rites,
trokosi, etc are being addressed and modified.
Additionally, the new media is working well for African culture. It is
gainfully being deployed to connect families. By sharing pictures and video of
family events with members in the Diaspora, families are able to overcome the
challenges of time and space and get together, which is part of the community
style of living of most Africans.
Jeremy S, “Localizing Cultures,” Korean Herald (Korea), January 13, 2004.
2004) page 6
Jeremy, S (2004) Localizing Cultures. Korean Herald: January 13, 2004.
