Impact Of Cable Television On Cultural Imperialism

Western states like US, France, UK, etc are technological developed particularly in television and motion programmes this made them dominate other developing nations which include Nigeria as a a result Nigerians portray Western cultures and values cultivated through the media. On this thrust that the research examine the influence of cable television services on cultural imperialism and that is why research is anchored on cultural imperialism theory. Survey research method with questionnaire was used to elicit data from respondents who are DSTV viewers in Port Harcourt metropolis. Findings shows that majority of the respondents exposed themselves to television more than to other media and they rely on cable television particularly DSTV/GOTV, Startimes while about 21% are still fans of local stations. Also, viewing habit of the respondents shows that they were moderate television viewers as their watching pattern ranged between 30 minutes- 6 hours.

Though, many watch television regularly at least 4 times in a week. Respondents have preference for foreign television channels because they believe it meets their gratification, offers quality of audiovisual, it has rich contents, it entertains and available all time unlike local television stations that close at 10 pm, 11, pm or 1 am. They admitted that they were been exposed to illicit drugs, new sexual behaviour, dressing patterns and they also imminated foreign stars and celebrities. It is recommended that media managers and other stakeholders should improve and enhance the qualities of programme and equipment used in producing and distributing media contents in this advanced era.

Introduction

1.1 Background of the Study

Values that people cherish manifest in their daily lives. Africans have distinct traditional values embodied in the culture they cherished even before the coming of colonial adventurers. The preservation of the peoples" culture is evident in both the traditional institutions and the channels of communication dominant among the people. Unfortunately, the media of communication available were not developed beyond their common boundary; hence, African traditional culture could not be appreciated by the outside world. Meanwhile, development in media technologies made it possible for the culture of the Western countries to be packaged in forms of soap operas, music, films and cartoons and exported to different parts of the world. These popular genres have become the standard for measuring entertainment around the world. The effect is that Western values have spread to every nook and cranny of the entire globe. The mass media in the Western countries continue to portray the countries in the Southern hemisphere as areas which were ridden with coups, earthquakes, dictatorships, political instability, HIV/AIDS, conflicts, catastrophe, hunger, famine, corruption and other dangerous scourges. These issues which fit into the West"s stereotype of developing countries as well as the economic benefits they stand to gain over these developing countries especially in Africa necessitated the call for the establishment of a New World Information and Communication Order (NWICO). Although the debate for a new world order succeeded in raising fundamental issues, it however failed to address the very issues that led to the agitations Developing nations had no developed mass media system until after their independence. Even the media systems dominant after independence in these countries, are products of systems inherited from their colonial masters. Thus, broadcast contents showed on national television in most of these countries were thought initially to be tools of entertainment and information without any element of suspicion, until the mid-seventies when the debate on media and cultural imperialism caught the consciousness of culturalist and communication researchers.

Even after the deregulation of the broadcasting industry in Nigeria, the few cultural programmes on air, like The Village Headmaster, The New Masquerade, Tales by Moonlight, as well as other local music and drama, all gave way to foreign soap-operas like Secret of the Sand, Touched by an Angel, Until my Last Breath, Catalina and Sebastian, Second Chance, MTV music, which are aired at little cost to the stations but with much economic benefit. According to McQuail (2005, p.255) the implication of the above assumption is the transmission of overall cultural or ideological content which often has been interpreted in terms of Western values, especially those of individualism, secularism and materialism. When viewed from the perspective of Nwodu"s (2007, p.105) assumption about culture, Western values may not suit African values. According to him "culture therefore guides the conducts of man in society. It prescribes the acceptable pattern of living needed for peaceful co-existence among individuals within a defined culture". For instance, African cultural heritage places emphasis on communal life, family, concern for one"s neighbour, morality, the dignity of man, the dignity of labour, customs and traditions. These contrast strongly with the values of the West which are predominantly the content of the global media. Okoye (1977, p.38) reinforces these African values when he notes that we may concede that there is a sense in which we can still speak of distinct African, Asian, European or American cultures. African culture is positive, and humanistic. It is our feeling of brotherhood and togetherness, the validity and efficacy of our moral codes and traditional statecraft and our unstinting hospitality. Onwubiko (1995, p.13-16) notes that, sense of communal life, sense of good human relations, sense of sacredness of life, sense of hospitality, sense of sacredness of religion, sense of time, sense of respect for elders, sense of language and proverbs are cohesive force of the community based on truth and this is the hallmark of the African society. Unfortunately, however, foreign cultures continue to invade our indigenous cultures as a result of the channels of mass communication which is brazenly dominated by foreign contents.

Although the National Broadcasting Code stipulates a 60:40 local to foreign content in broadcasting, it must be stated that local programmes that can promote the cultural heritage are left without sponsors, leaving our cultures at the mercies of multi-nationals who are ready to spend good chunk of their budgets on sponsoring foreign soaps that will transmit their cultures to us through our airwaves. In addition, the associated technologies are foreign, thereby creating room for the influx of global media content.

1.2 Statement of the Problem

The mass mediation of other cultural practices, values, social lifestyles and other idiosyncrasies carried in form of films, soap operas, music, religious articles which are exhibited on cable channels seem to have brought phenomenal influence on the culture of Nigerians. While some scholars argue that global media may help in the process of cultural growth, diffusion, invention and creativity, and are not just undermining existing culture, others contend that the movement towards a global media culture implies a downgrading of cultural specificity in themes and settings and a preference for formats and genres that are thought to be more universal. The effect is the tendency towards displacing or subordinating the original culture of the receiving localities and causing the people to imitate the international model of the popular culture frequently available in the cable Television and their associated technologies. In the light of the arguments about the influence of cable television on cultural imperialism, the problem statement motivating this study therefore is to investigate the impact of cable TV on cultural imperialism in Port Harcourt Nigeria.

1.3 Objective of the Study

The study aimed at achieving the following objectives:

To determine whether the impact of cable TV on cultural imperialism.

To find out if Cable TV has any influence on the culture of Port Harcourt people

To find out if cable TV has been able to promote the cultures of of Port Harcourt

To determine whether such influences can be harnessed to the benefit of Port Harcourt residents.

1.4 Research Hypotheses

Hypotheses One

Ho: There is no relationship between Cable television and culture imperialism

Hi: There is a relationship between Cable television and culture imperialism

Hypotheses Two

Ho: Cable networks do not promote African culture

Hi: Cable networks promote African culture

1.5 Significance of the Study

The significance of this study cannot be overemphasized. It would help build on existing literature on Cable Tv and its effect on cultural imperialism. It would provide data for cultural researchers interested in the study.

1.6 Scope and Limitation of the Study

This study is primarily concerned with impact of cable network on cultural imperialism. This study/project work covers Port Harcourt Nigeria. The researcher encountered some constraints, which limited the scope of the study.

These constraints include but are not limited to the following

a) Availability of Research Material:

The research material available to the researcher is insufficient, thereby limiting the study

b) Time:

The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.

1.7 Definition of Terms

Imperialism:

State policy, practice, or advocacy of extending power and dominion, especially by direct territorial acquisition or by gaining political and economic control of other areas. Because it always involves the use of power, whether military force or some subtler form, imperialism has often been considered morally reprehensible, and the term is frequently employed in international propaganda to denounce and discredit an opponent"s foreign policy.

1.8 Organization of the Study

This research work is organized in five chapters, for easy understanding, as follows

Chapter one is concerned with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study.

Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature.

Chapter three deals on the research design and methodology adopted in the study.

Chapter four concentrate on the data collection and analysis and presentation of finding.

Chapter five gives summary, conclusion, and recommendations made of the study

• Mass Communication Project Topics and Materials