ZQMS-ARC-REC-002

ASSIGNMENT COVER

REGION: Manicaland_________________________________________________

PROGRAM: Bachelor of Arts Honours In Media

Studies________________________________________________INTAKE: 2__________

FULL NAME OF STUDENT: Courage

Mariya_________________________PIN :P2026187D__________

MAILING ADDRESS: courage

mariya@gmail.com_______________________________________________________

CONTACT TELEPHONE/CELL: 0775505704____________________________ ID. NO.: 13-

279373A13_________________

COURSE NAME: Global Media Structures____________________________________________

COURSE CODE: BAHM 114_______

ASSIGNMENT NO. e.g. 1 or 2: 1________________________ DUE DATE:

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ASSIGNMENT TITLE: Discuss the influence of media imperialism in today’s world with
particular reference to Africa
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MARKER’S COMMENTS: ______________________________________________________

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OVERALL MARK: _____________ MARKER’S NAME: ________________________

MARKER’S SIGNATURE: ______________________________ DATE: __________

Media imperialism is a theory based upon an overconcentration of mass media from larger
nations as a significant variable in negatively affecting smaller nations , the national identity of
smaller nations is lessened or lost due to media homogeneity inherent in mass media from the
larger countries .It started in 1970s when developing countries began to criticize the control
developed countries held over the media .Media imperialism in today’s world with particular
reference to Africa is too much negative than positive with its aim to represent cultural heritage
and values , to promote national interests , to advocate stance on international issues which
has long been regarded as powerful component of state power as its power .

To begin with , the influence of media imperialism in today’s world with particular reference to
Africa is negative and positive but it is more negative than positive because its main motive is to
present cultural heritage and values to promote national interest , to advocate stance on
international issues hence regarded as a powerful component of state power .There is more
imbalance between the developed and developing countries . The wider range of mass media
channels create a heterogeneous information environment in developing countries and the
audience can choose what fits its needs including cultural ones .Since the developing countries
are technologically backward the people always trust and listen to foreign media channels
which contain foreign culture .This help the way to media imperialism to be quick and promote
foreign culture with its own type of business , life style and morals and ethical values .A good
example is that all media channels are based in the English language thus declaring it as an
international language over all media and in the whole world , forcing developing countries to
adopt foreign language in order to communicate .This give pride to the owner of the media
channel and also the people with the used language thus gaining control over the weaker
countries .

Secondly some cultural patterns within mass communication may serve as catalyst for positive
socio-cultural changes in developing countries enriching them by opening new channels of
productivity and new perspectives and dimensions .We should never underestimate the life
potential and resistance of the existing cultures , their ability to compete with other cultures
and to adapt and develop to new conditions without losing the basics of their identity .The
problem of potential cultural damage from transnational media may be exaggerated according
to D McQuail .The media in the whole world may try to spread media imperialism but some
cultures remain strong and resistant The media can play and extend cultural choices in a
creative way and internationally and this can work creatively .Media imperialism was regarded
among others as an instrument of cultural imperialism as a means of ensuring domination of
Western culture worldwide .This was reduced by means of satellites , television and internet
due to the formation of diversified media and emergence of broad opportunities for any nation
to ensure their presence in the global communication .
There is imbalance of international media as been transformed into a broader issue of
inequality of access to development .The western uses manipulative media technologies in
mass media to help them to achieve their goals of imperialism in different developing countries
in the world especially Africa .America has media power over Africa who lack strong media
presence .America and UK media channels of news like CNN , Aljezera and BBC contains a lot of
international staff which are regionally programmed for each nation .Their media always look
Africa down and praise themselves spreading their type of presenting things on the table .We
cannot forget the area of entertainment where the western nations try to do their
best .Western movies and films are regarded as the best especially Americas .Hollywood is
regarded amajor film producer and highly rated because of its quality .This has influenced
African entertainment companies as local films are not at such demand due to poor quality and
poor negative attitude towards local content films .This has affected also some Bollywood
industries in Asia where Hollywood has stretched wings to control the media and film industry
by converting from local language Hindi to English and also type of acting for example the
movie Jai Ho has the essence of Hollywood taste .

Music is another way the west is using to influence the Africans to succeed in media
imperialism .Most western music is popular in Africa , these contain messages and western
culture , they then spread them everywhere .The more we listen to them we forget our own
music and focus on these culture spreaders .The worst part of it is that we receive and copy
their culture but African culture can never be accepted in the west as they regard our culture as
backward and ignorant .The fact that America and UK has ruin the balance of power since
contribute about 74% of the source of media and global news while Africa contributes about
2% and Asia about 3% cannot be forgotten .Boyd Barret (1977) said that any academic of media
activities has two outstanding features of the influence process which are unidirectional nature
of international media flow which states that there is a heavy flow of exported media products
and technologies and content from America as the operations of Western media behemoths
such as the British Broadcasting Cooperation , (BBC World) Cable News Network (CNN) Sky
News Fox News and others clearly exemplify the point being made .The second that sources
must be indentified by country of origin .

Language is another influence that media imperialism is imposing on African countries .The
major language of broadcasting is in English , it is only in special program that indigenous
language is used , in most cases indigenous language is used for translations , few minutes are
used for that ,thus not more than one item is broadcasted in the news translation .This is a big
problem as this can lead to language barrier to people who lived in rural areas especially the
illiterate population who may not understand the language adequately .From the foregoing , it
is clear that media imperialism pervades the critical sectors of African television
broadcasters .Spreading of English language as an international language has increased in such
a way that in every continent people must learn to speak this language whether you like it or
not which is forcing other people to adopt this language .

To sum up , media imperialism influence people in Africa more negative than positive as we
have seen in this context , more of our culture is lost as we follow and adopt foreign
cultures .The worst of media imperialism is that they (Western nations )don’t copy or get
influenced by our culture because we are backward in terms of technology and
development .The use of their own language in every media channel across the world also
contribute to our lowness as we are not able to control either the satellites or the internet
where most of the information is kept as a result we continue to follow their steps yet this is
setting up of their goals .To avoid all this we need to compete with them and work hard to
improve our media as Africans so that we stand for ourselves in the global media rather than
being represented by the masterminds of media imperialists .

REFFERENCES
Vitaliy Tereshchuk .The Problem of Media Imperialism In Current Conditions .December 2017 .
Article
Harless, James D .Mass Communications ,Wm . C .Brown Publishers, lolwa,1990 , p63
Apollo Rwomire .The Mass Media And Cultural Imperialism In Southern Africa.
Rhe Internet