COMPARATIVE ANALYSIS OF MEDIA INFLUENCE IN NIGERIA AND OTHER SUB-SAHARAN COUNTRIES
Abstract
Purpose of the Study: The study aimed to investigate how media, both domestic and international, shapes public opinion, cultural norms, and political attitudes in Nigeria and other Sub-Saharan countries. It sought to understand the different ways in which media influences these societies, whether through entertainment, news, or social media platforms.
Methodology: This research was conducted as a systematic review of existing literature, following established protocols for selection and evaluation of relevant studies. Initial search strategies involved identifying pertinent academic databases and online repositories, including JSTOR, Google Scholar, EBSCO, and more. Using keywords and Boolean operators related to media influence, Nigeria, and Sub-Saharan Africa, we screened for articles, books, theses, and conference papers published in English. Selection criteria were developed to include studies of various designs (e.g., qualitative, quantitative, mixed-methods) addressing the topic.
Result: The study revealed that media, both domestic and international, plays a significant role in shaping public opinion, cultural norms, and political attitudes in Nigeria and other Sub-Saharan countries. However, the influence varied among countries due to the differences in media consumption patterns, political climate, and cultural context. In Nigeria, there was a strong influence of both local and Western media on political attitudes, particularly among the younger population.
Conclusion: While media broadly influences the cultural norms, political attitudes, and public opinion in these regions, the impact is not uniform. The varying influence of media, particularly Western media, is shaped by several factors, including the country's political climate, cultural context, and media consumption habits. Despite the pervasive influence of Western media, indigenous media continues to play a significant role in preserving cultural identities and traditions.
Recommendation: Future research should focus on the mechanisms through which local cultures adapt or resist foreign media influence to preserve their cultural identity. Such studies could provide valuable insights into the process of cultural adaptation and resilience. Also, given the significant influence of media on political attitudes observed, particularly in Nigeria, media literacy programs should be encouraged.
Keywords: Media Influence, Sub-Saharan Africa, Cultural Norms, Western Media, Nigeria
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