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Globalization and Cyberculture
Kehbuma Langmia
Globalization
and Cyberculture
An Afrocentric Perspective
Kehbuma Langmia
Department of Strategic,
Legal and Management Communication
Howard University
Washington, District of Columbia, USA
vii
viii FOREWORD
The small people in South Eastern Cameroon (Joiris 1996) and the Bushmen
and Hottentots in South Africa still practiced their old communicative meth-
ods to get to other human creatures. Drums, gongs, vuvuzelas and other
man-made tools of communications were still being used in kingdoms and
chiefdoms in West Africa especially among the non-western educated citizens
the social relevance to which the form was put. It was primarily the
struggle over form to control content as the colonial establishment sought
to be in control to demonstrate power while the anticolonial institutions
yearned for the same control to implement their revolutionary agenda
against colonization. This thorny binary relation continues with the post-
colonial dispensation where the governments of African countries are in
firm control of the media.
The long-standing control over the media by respective establishments
in the continent faced an epic challenge in the action of a culminating
figure and Egyptian social media activist, Wael Ghonim. Ghonim is the
architect of the 2011 Facebook/Twitter revolution in Egypt, a continua-
tion of a string of revolutionary movements that would result in what is
commonly referred to as the Arab Spring. Arab Spring saw the ousting of
age-old dictators in Tunisia, Egypt, Libya, and Burkina Faso from power.
Social media provided spaces hitherto marginalized and subdued people
saw as theirs.
This novel text can be used as a stand-alone exploration of the impact of
the state of communication revolution in tropical Africa. It is an excellent
supplement to numerous text books on the subject that pay cursory atten-
tion to the communication revolution on tropical Africa or does not explore
the continent at all. The wealth of knowledge to be tapped from this book is
vindicative of the age-old African proverb that “until the lions have their own
historian, the history of the hunt will only glorify the hunter.”
xi
CONTENTS
1 Introduction 1
9 Cybernetic Psycho-Syndrome 97
xiii
xiv CONTENTS
12 Conclusion 121
References 125
Index 135
LIST OF ABBREVIATIONS
AM Amplitude modulation
AOL American Online Line
APPs Applications
AU African Union
BBC British Broadcasting Corporation
CNN Cable Network News
DARPA Defense Advanced Research Project Agency
DoD Department of Defense
ECT Electronic Communication Theory
EHR Electronic health records
FM Frequency modulation
FtF Face-to-face
GNP Gross national product
ICT Information communication technology
ITU International Telecommunication Union
LBGT Lesbian bisexual gay transgender
MSN Microsoft Network
MTV Music Television
NATO North Atlantic Treaty Organization
NGO Nongovernmental organization
NSA National Security Administration
NWICO New World Information and Communication Order
OAU Organization of African Union
PC Personal computer
SACSAW South African Cybersecurity Awareness Workshop
SAP Structural Adjustment Program
SW Short wave
xv
CHAPTER 1
Introduction
Imagine the disruption that beeps and ringtones can make in an inter-
personal, in-person communication between humans in the Western world.
Not only do the interactants refocus their discussion after the interruption
of the “third party,” but they shift the tone, tenor, and mood depending on
the effect of that external call or message on the interlocutors. Antony
Giddens’s structuration theory attempts to prevent the inevitability of this
intrusion if sociocultural norms are transplanted into the electronic sphere.
But the extent to which this can go in developing countries knee-deep in
impersonal communication dynamics is still unknown. The intrusion of
beep sounds or ringtones is analogous to someone eavesdropping and
making this unwarranted Western innovative tool too intrusive, distractive,
disrespectful, and distasteful. Unfortunately, this is the seed that new
Western human-to-human communication is planting in Africa. How this
is going to germinate and influence century-long, in-person communal
interaction is anybody’s guess. I think the answer is blowing somewhere
in the wind.
Suffice it to say, telephone, radio, newspaper, and television, to an extent,
were milder with respect to in-person communicative spaces. They did not
affect communal, nonelectronic, face-to-face communication in any signifi-
cant way because tropical African culture as we know it did not shift much
from its original stance. The small people in southeastern Cameroon (Joiris
1996) and the Bushmen and Hottentots in South Africa still practice their
old communicative methods to get to other human creatures. Drums,
gongs, vuvuzelas, and other man-made tools of communication were still
being used in kingdoms and chiefdoms in West Africa, especially among the
non-Western-educated citizens. That is no longer the case since mobile
communicative technologies have invaded kingdoms on some parts of the
continent (Tita and Agbome 2016, in press).
Human culture and freedom can be salvaged from extinction from new
media technologies only if they are blended to respond to the exigencies of
nascent cultural prerogatives. There has to be a hybridization of traditional
cultures and cybercultures so as to restore individual human freedoms in a
given cultural context in the Western world or Africa. For such an initiative
to succeed, research into existing cultural expectations should serve as a
prerequisite for introducing new ones. A top-bottom approach, according
to James Carey and Harold Innis, only helps to annihilate burgeoning
local cultures, especially in developing countries.
CHAPTER 2
Abstract Jomo Kenyatta said it best that when Europeans came to Africa,
they taught us to pray by closing our eyes. When we opened our eyes our
land was gone. Westernization symbolizes acute keenness to structuraliza-
tion, streamlined pattern on how things ought to operate. There is also a thin
line dividing acquiescence to honor, order, and dignity with individualism.
At some point when one is too close with Western culture of regulation,
honor, and dignity, you find yourself drifting toward loneliness. This lone-
liness can breed boredom, and the consequences can be drastic. To live in
Europe and America is to pigeon-hole oneself to stringent daily routine of
‘mind your own business’ syndrome. Communal essence has no place
especially as monetary quest has overtaken humane love for the common
good. It is about competition for the winner and there is no negotiation for a
win-win but rather a bargain for a win-lose end result.
a given group of people within a closely defined context—then one can speak
not of one culture, but of multiple cultures in the North, South, East, and
West regions of Africa. Cultural specificities are manifested during seasonal
festivals, religious activities, musical concert displays, marital ceremonies,
and birth and death rituals, among others. Without culture, humankind
loses its dignity, and without dignity, one is not fit to live.
When Chinua Achebe published the now unrivaled world classic Things
Fall Apart, which has penetrated millions of households in Africa and
abroad, he borrowed the title from W.B. Yeats’s famous line in the poem
“The Second Coming” (Yeats 2010, Kindle). That line, “Things fall apart;
the center cannot hold” (stanza 1), struck Achebe as suitable to describe
happenings in Africa during the colonial epoch. The “things” that were
falling apart on the continent of Africa were the unconscientious ravaging
of African traditional cultures by Western forces under the guise of coloniza-
tion. The reason for which the novel was sold, and continues to sell millions
of copies, is that truth was divulged through fiction. Even after the death of
Achebe on March 21, 2013, in Boston, things are still falling apart in Africa,
and no one knows for sure—and for that matter, with any certainty—
whether the center will ever hold again, as the continent has opened her
arms wide to welcome, without restraint, Western cultural practices. Before
this devastating wind of
African woman
2 TRADITIONAL AFRICAN AND WESTERN MODERN CULTURES 7
change came gushing onto the shores of Africa, the people had respectable
traditional systems of life from the North to the South and from the
East to the West. Even after the Arabic invasion (Williams 1987; Mazrui
1987; Asante 2015), the people still held fast to unique ways of life
that defined them as a people. Their culture could be gleaned palpably
through all facets of life, including religion, music, folktales, birth rites,
death rites, widowhood, polygamy, marriage rites, gender rights, educa-
tion, food and drink, human-to-animal relationships, clothing, traveling,
trading, hunting, and animal husbandry (cattle, sheep, goats, pigs).
Most importantly, in-person communication was the only known form
of communication prior to the introduction of Western virtual forms of
communication.
An African dress
8 GLOBALIZATION AND CYBERCULTURE
Most of what is known about the nature and effect of self-related variables—
at least in Western cultures—is based on the unspoken assumption that
people have more or less independent self-construals. But the so-called
laws or rules of human communication may not apply (or may take a
different form) in cultures in which people construe themselves as more
interdependent. (p. 3)
African drum
RELIGION
Africans did not hear about God from the West. They spiritually and
psychosocially communed with the creator of the mystical universe through
their ancestral intermediaries. The vastness of the continent gave room
for the multiplicity of nomenclature for that creator called “God” in the
West. According to Mbiti (1980), some tribes in Africa called God
“Mungu, Mulungu, Katonda, Ngai, Olodumare, Asis, Ruwa, Ruhanda,
Jok, Modimo” (p. 201). Asante and Mazama (2009, p. xxv) have clarified
the name given to God by the regions on the continent: Ngai (Massai of
Kenya), Nyonnmo (Nga of Ghana), Olorun (Yoruba of Nigeria), Murungu
or Mulungu (Kikuyu of Kenya), Leza (Tanzania and Congo), Molimo
(Sotho of South Africa), and Nkulunkulu (Zulu of South Africa).
Africans buried their dead and welcomed newborn babies by paying
tribute to that mystical creator that has made life possible and worth living.
10 GLOBALIZATION AND CYBERCULTURE
Any examination of religion, for example, will show that few American
or European books on religion actually give as much weight to African
religion as to Judaism, Christianity, Islam, Hinduism, and Buddhism. This
2 TRADITIONAL AFRICAN AND WESTERN MODERN CULTURES 11
is the case although Africans were the first people recorded to have a concept
of religion. No other people named the “gods” before Africans! Who called
the names Ptah, Ra, Atum, and Amen, as Almighty before Africans?
Furthermore, at least one African religion, Yoruba, has grown into interna-
tional religion with more than 100 millions adherents. (Asante 2015, p. 46)
This is what gnaws at one’s stomach and rips the heart of an African
asunder, when academics deliberately decide not to give events the due
credit that they deserve, or refuse to provide them with credible reality
checks and paint the truth with a passive brush.
Folktales are like palm kernels in the palm of an African child in the rural
part of Africa. Folktales are stories spiced with music and songs, mostly
told at the fireside or under the moonlight in the village with family and
friends. The rhythmic and stylistic charm of African songs has been
appropriated all over the world in the form of jazz (Abrahams 1983).
The juicy flow of folktale stories lies in the content of the stories narrated
by men, women, and children. Sougou (2008) digs deep into how
female folktales are displayed in Africa and how their stories could
actually x-ray gender interdependence and conflict in a given geographi-
cal, cultural, or social setting. This means that it is not solely the stylistics
and manner of folktale renditions, accompanied in most cases by songs
12 GLOBALIZATION AND CYBERCULTURE
and music, but they convey subtleties like satire, sarcasm, and irony
directed at the social structure of their communities. They also act like
social therapeutic palliatives because once stories are dramatized, accom-
panied by cheers, ululations, and loud drums, they expiate the narrator
and s/he can be assured of a good night’s sleep. The same is true with
African music.
Music is the life-wire of African culture. The electromagnetic effect of
music on the human mind can catapult one’s spirit to a supernatural level,
which may, at some point, be difficult to measure. The mirror to the soul
of Africa is through her musical drums. Merriam (1959) actualizes this
aphorism by stating that drumming is the central nervous system of
African music. From North to South and East to West, rhythmic drum-
ming echoes through the nightly silence and daily boisterous move-
ments of Africans. With a combination of vocal cords and traditionally
made instruments, the African people are able to welcome their new-
born, bury their dead, cultivate crops, woo a young woman, celebrate
harvest seasons, and welcome the rainy season by hitting drums and
blowing horns. These drums and horns are from dead animals. In fact,
it is also not uncommon to find that the source of the traditional
musical costumes that the musicians and dancers wear is from animals.
The bidirectional communal relationship between animals and humans
in Africa has given room for cultural richness. For instance, the Massai
of Kenya, Small people of Cameroon, Bushmen of South Africa, etc.,
use music as a means to showcase their culture.
WIDOWHOOD/GENDER RIGHTS/POLYGAMY
African women
This involves stripping the widow of her freedom, lying with the corpse in
state, restriction of the widow’s movement and consent in issues that con-
cern her, dispossession of family properties and, labeling the widow as
ritually dirty and dissociated from people. (Iheanacho 2015, p. 1)
Polygamy on the other hand, is the tendency for an African man to marry
more than one wife. As a product of a polygamous family in Africa, I have
witnessed my father’s dominance over his four wives. The king in my village
had over 60 wives, and the one before him had even more. The number keeps
dwindling as Western modernity solidifies its foothold in Africa and the HIV/
AIDS pandemic continues to inflict massive casualties on the continent. With
polygamy, the dominant role of the husband is glaringly perceived from an
organizational structure of the living quarters for the wives. They all have
single sleeping rooms for them and their children, and she can only visit the
bridal bed on specific days chosen sometimes by the husband, or in some cases,
by the first wife who plays the role of the wife-in-chief.
Nwoye (2007) discusses two types of marriages in Africa: interventive
and affluent polygamy. The latter is brought about when the husband is
2 TRADITIONAL AFRICAN AND WESTERN MODERN CULTURES 15
An African mother
wealthy and can afford many wives for prestige and social recognition,
whereas the former occurs when there is a need to get another woman
when the first cannot bear children, what Anozie (1998) calls polygny.
EDUCATION
Education is the tendency to acquire knowledge and skill to benefit oneself
at an adult age. Prior to the arrival of the Arabs and Western colonial
masters, Africans transmitted knowledge orally. They practiced experiential
learning, paying attention to issues that were directly related to their daily
subsistence. Men learned to work in the field, and women kept control of
the household and children. While in the field, the men learned by doing
and watching as the elders thatched the roofs of their women’s huts, made
bridges, wove baskets, and set animal traps. They acquired skills to make
16 GLOBALIZATION AND CYBERCULTURE
WESTERN CULTURE
Jomo Kenyatta said it best when he said that when Europeans came to Africa,
they taught us to pray by closing our eyes. When we opened our eyes, our
land was gone. Westernization symbolizes acute keenness to structuralization
and streamlined patterns on how things ought to operate. There is also a thin
line dividing acquiescence to honor, order, and dignity with individualism.
At some point, when one is too close with the Western culture of regulation,
honor, and dignity, you find yourself drifting toward loneliness. This lone-
liness can breed boredom, and the consequences can be drastic.
To live in Europe and America is to pigeonhole oneself to a stringent daily
routine of “mind your own business” syndrome. Communal essence has no
place, especially as the monetary quest has overtaken humane love for the
common good. It is about competition for the winner and there is no
negotiation for a win-win, but rather a bargain for a win-lose end result. It is
about who gets to the finish line first, not how you got there. The spirit of
capitalism is hardball tactics. Losers and latecomers more often than not find
themselves at the bottom of the slope, in which case to climb the mountain,
one finds himself acting like the famous character in “The Myth of Sisyphus.”
Western culture can be examined and analyzed from the premodern,
modern, and postmodern eras, but suffice it to say that these periods have
a conspicuous pattern that juxtaposes Western culture with African culture
from the viewpoint of human reality perception and communication,
humanity and religion, gender roles, classicism, marriage, education,
birth/death rituals, music, clothing, etc.
[i]n recent years, westerners have reassured themselves and irritated others by
expounding the notion that the culture of the west is and ought to be the culture
of the world (emphasis by the author). This conceit takes two forms: One is
the Coca-colonization thesis. Its proponents claim that Western, and more
specifically American popular culture is enveloping the world: American
food, clothing, pop music, movies and consumer goods are more enthusias-
tically embraced by people on every continent. (p. 28)
VII
VIII
Before passing on to the mass attack on these societies, let us pause for a
hasty review of other happenings of that eventful summer and autumn.
Madison was in a tender mood. A little before he had fallen under the spell
of a merry widow whose glance was coquettish and whose tongue was
nimble. The early autumn found him married to Dolly Todd; the early
winter, cozily ensconced in the house the Monroes had occupied before
they went to France.[969]
In the house on the hilltop, Jefferson was living a quiet life. He was little
more than fifty, his hair touched with gray, his form erect, his step elastic,
his strength undiminished. With his daughters about him, all was gayety
about the blazing hearth in winter and on the lawn in summer. The
supervision of the plantation was to his taste. There were fences to be
repaired, trees to be planted. He was interested in the growth of potatoes.
He rode about ordering the uprooting of weeds here and bushes there. His
correspondence was light. In acknowledging a book from John Adams, he
wrote that his retirement had ‘been postponed four years too long,’ and that
his present happiness left him nothing to regret. That fall Washington had
sought again to entice him back into the Cabinet, but he had been
untempted. Though happy in his retirement, he was the old war-horse,
sniffing the battle from afar.[970]
And things were happening over the land. Dr. Joseph Priestley, the
English liberal, driven from England by persecution, had been given an
uproarious greeting in New York and had replied to addresses from
Tammany and Democratic Societies with severe strictures on the repressive
measures of Pitt; and an exotic creature, who had been living obscurely in
Philadelphia as a teacher, startled the country with a pamphlet reply in a
vein of sarcasm and satire worthy of the masters of the art. England was
glorified, France crucified, Democratic Societies excoriated, the Irish in
America damned—and the Hamiltonians rejoiced. Many were shocked.
Since William Cobbett was to work under the encouragement of Hamilton,
[971] we shall become better acquainted with him by and by.
Otherwise life was moving along in Philadelphia much the same as
usual. Society was still in the saddle. Blanchard, who was thrilling the
people with balloon ascensions, was postponing one of his ascents ‘because
of the marriage of a person of distinction.’[972] The French madness was
unabated, and on July 11th a French victory was theatrically celebrated. ‘La
Carmagnole’ was danced in the streets. Public officials marched with the
populace to the French Minister’s house where orations were heard and ‘La
Marseillaise’ was sung. At Richardet’s five hundred sat down to a noisy
feast, after which they danced around a liberty tree, set off fireworks, and
burned a British flag.[973] Even Rickett’s Circus was so fashionable that
Fenno hoped he would begin his performances an hour earlier to permit
citizens to enjoy the dare-devil feats before repairing to the House of
Representatives to hear the debates.[974] Bache, educated abroad, was a
lover of the play and interested in seeing democratic features introduced—
say, an occasional ‘simple air’ interspersed with the classics for the
delectation of the ‘gallery gods who pay their money like other folks.’[975]
But the time was to come when even Bache was to make sad grimaces at
democratic manners in the theater. This was when the ‘gallery gods’ hit
upon a novel mode of entertainment, of selecting some inoffensive
‘aristocrat’ in the pit and demanding that he doff his hat to the gallery.
Naturally ignored, ‘a hundred stentorian voices would call out for his
punishment.’ Thereupon the gods would pelt the unfortunate victim with
apples and pears, sticks, and even stones, and assail him ‘with scurrillity
and abuse.’ Throughout the evening the persecution would continue.
Spitting, and emptying beer-bottles upon him increased his misery. It was
bad enough, thought Bache, to spit upon the men ‘aristocrats,’ without
spattering the delicate dresses of the aristocratic ladies with beer. One night
most of the orchestra was driven out of the house. ‘It is time to stop this
growing evil,’ wrote Bache, ‘which has been on the increase ever since the
opening of the house.’[976] The Federalists were delighted at his
embarrassment. Here was the rabid editor’s ‘democracy.’ These people in
the galleries were his ‘sovereign people.’ And all this was due to the
leveling influence of the Democratic Societies. They must go!
IX
II
III