AFRICAN INDIGENOUS COMMUNICATION MEDIA IN A GLOBAL SOCIETY

Abstract

This study explores the impact of globalisation and Westernisation on African traditional communication media/systems. It specifically focuses on the Urhobos. This study employs a qualitative research methodology using historical and sociological approaches to garner and analyse its data. The objective is to evaluate the influence of globalisation on African communication media and to propose strategies for preserving them from going into obsolescence. A review of African traditional communication media/systems and their forms prior to the advent of modern communication media and their current state was conducted. The findings reveal that globalisation has significantly impacted African indigenous communication media, rendering aspects of these systems ineffective, especially in urban areas. However, in response to societal development/growth, African media continue to evolve to play a pivotal role in various communities, particularly in preserving cultural heritage and strengthening community bonds. This contradicts predictions that globalisation will eliminate indigenous communication systems. This necessitates the use of cultural resilience theory in this study. This study, consequently, advocates for a constant integration of African communication systems to enhance and preserve them. It is recommended, among other things, that educational policies be implemented and community efforts intensified to preserve these endogenous communication systems for future generations.