The impact of media on the evolution, and development of culture. Case study: the Kikuyu culture of Kenya.
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Date
2007-08
Authors
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Kampala International University, faculty of social sciences
Abstract
Degradation of local indigenous culture is a problem that is prevailing
everywhere on the African continent, and other developing countries. There
has been great loss of local indigenous culture in the developing countries
and absorbing of the western culture.
Media in itself is a ve1y powerful force in this 21 st centmy.
Technological advancement of the media has made the world a global
village, making interaction of people and culture much easier and faster. The
western countries being the most developed have pushed their culture and
ideologies to developing cotmtries like Kenya.
This project basically studies the kikuyu population of Kenya, found
in central province, and the role of media in the evolution of culture. The
study identifies media as being the predominant figure when it comes to
influencing change. The specific objective of the study is to find out the
effects of change of culture. Both qualitative and quantitative methods of
data collection are used to carry out analysis of the information acquired.
The local Kenyan media has been standing by helping the west to
bring in low budget programs and movies to the local Kenyan market,
continuing to confirm and backup the notion that western cultmĀ·e is more
superior to any other culture. This has affected the kikuyu population
adversely and has created conflict between the yom1ger and older generation.
Indigenous language and culture has also been lost in the process.
At the end the research study gives recommendations to the different
factions of society especially the media, which should be concerned or take
responsibility on the problem of degradation of indigenous Kenyan culture.
It is also hoped that the findings will be used as a guide by the gove1nment,
educators and media council to formulate policies in encouraging and
promotion of local Kenyan culture.
Description
A dissertation submitted to the faculty of social sciences in partial fulfillment of the Award of Bachelorās Degree in Mass Communication of Kampala International University.
Keywords
media, evolution, culture