Revisiting Media Imperialism: A Review of the Nigerian Television Experience
Abstract
This paper examines media imperialism as it affects television broadcasting in Nigeria. To
achieve the set task, it adopts the historical approach to trace the evolvement of imperialistic
tendencies in the Nigerian broadcast environment to the evolution of television in Nigeria. It
contends that apart from putting the Nigerian broadcaster in a dilemma of some sort, the
various forms of the phenomenon do not help in any significant way to integrate the rural
populace into the mainstream of socio-cultural and socio-economic growth and development
of Nigeria and thus the prognosis of the situation is precarious for the Nigerian television
media. It further argues that as a phenomenon, media imperialism will continue to recur in
the foreseeable future because an enabling ambience needed for its displacement by local
television broadcasting is yet faltering. Therefore, it suggests that a deliberate and concerted
effort should be made to change the situation. Such effort should include better funding,
investment in the development of home-grown media technologies, investment in high
manpower development, innovative programmes and more specialized programming with
indigenous flavours by both the public and private television outfits operating in the
Nigerian broadcast clime.
Key words: deregulated broadcasting, globalization, world media culture, mediascape,cultural imperialism, NBC.
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