Peoples, Culture and Mass Media as Agent of Cultural Imperialism

Abstract

Culture comprises the whole complex of distinctive spiritual, intellectual and emotional features that characterize society, our thought about life, and our ideas. Culture shape the way we see world, it has capacity to bring about the change of attitudes needed to ensure peace and sustainable development which we know form the only possible way forward for life on planet earth. This paper examined increasing in cultural dominance that one culture exerts over another as a function of the relation of both overall efficiencies, in the sense that flood of cultural elements pour from dominant culture on the dominated. Mass media was studied under the three theories: the limited effect theory, class Dominant theory and Culturalist theory. Mass media is found represents one of the most significant institutions, the powerful tool for socialization as well as cultural domination. Domination here means holding superiority or mastery in our strength and to suppress or overshadow us in dominance, recognition and prestige. It involves the exercise of great influence in the society as well as political and economic influence. The work suggests that, since communication is interwoven with every aspect of life, the future of mass media must be considered of utmost importance in overall social, cultural, moral, economic goals of the nation. To ensuring a bright future for our cultural heritage, we need a revolutionary Nigeria mass media which can present and carry forward revolutionary purpose of promoting our heritage