PROBING THE FEASIBILITY OF THE INDIGENISATION OF NIGERIAN MEDIA IN AN ERA OF CULTURAL GLOBALISATION: A STUDY OF NIGERIAN RADIO AND TV PRODUCERS

Year 2021, Volume: 14 Issue: 1, 8 - 20, 30.06.2021

Floribert Patrick C. Endong

https://doi.org/10.18221/bujss.777426

Abstract

The myth of media imperialism (presumably engendered by the globalisation current) has motivated most less developed countries to adopt customised media policies geared towards cultural protectionism. In line with this protectionist movement, Nigeria has adopted a local content policy which, over the years, has militated for a national media output which is dominantly shaped according to its local cultural specificities. This policy which strongly urges endogenous broadcasters to thrive to attain a 100 percent local content has variously been assessed by media practitioners and ideologues. Using secondary sources and critical observations, this paper argues that, although laudable, the idea of resorting to local content regulation for cultural protection in the Nigerian media sphere has been poorly conceived. Government has so far failed to provide all the accompanying measures to secure the success of this policy. As conceived by Nigeria, the policy does not provide a comprehensive and clear cut definition of local program and Nigerianess. Also, the policy’s insistence on a 70-100 percent is utopian. It really overlooks the fact that Nigerian audiences have progressively become Westernised and logic will want media producers to pragmatically go for western or westernised media programs, so as to stay afloat.

Keywords

Cultural Protectionism, Cultural Globalisation, Local Content Regulation, Media Indigenisation, Media Imperialism, Westernization

Supporting Institution

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Project Number

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Thanks

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PROBING THE FEASIBILITY OF THE INDIGENISATION OF NIGERIAN MEDIA IN AN ERA OF CULTURAL GLOBALISATION: A STUDY OF NIGERIAN RADIO AND TV PRODUCERS

Abstract

The myth of media imperialism (presumably engendered by the globalisation current) has motivated most less developed countries to adopt customised media policies geared towards cultural protectionism. In line with this protectionist movement, Nigeria has adopted a local content policy which, over the years, has militated for a national media output which is dominantly shaped according to its local cultural specificities. This policy which strongly urges endogenous broadcasters to thrive to attain a 100 percent local content has variously been assessed
by media practitioners and ideologues. Using secondary sources and critical observations, this paper argues that, although laudable, the idea of resorting to local content regulation for cultural protection in the Nigerian media sphere has been poorly conceived. Government has so far failed to provide all the accompanying measures to secure the success of this policy. As conceived by Nigeria, the policy does not provide a comprehensive and clear cut definition of local program and Nigerianess. Also, the policy’s insistence on a 70-100 percent is
utopian. It really overlooks the fact that Nigerian audiences have progressively become Westernised and logic will want media producers to pragmatically go for western or westernised media programs, so as to stay afloat. 

Keywords

Cultural Protectionism, Cultural Globalisation, Local Content, Local Content Regulation, Media Indigenization, Media Imperialism, Westernisation

Project Number

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