Digital Media and Cultural Globalisation: The Fate of African Value System

The study set to examine digital media and globalisation in order to determine the fate of African value system. Digital media can be used to change social practices as well as societal-level transformation. If countries all over the world use the same technology, then they will gradually converge as the technologies shape them and they slowly lose their distinctiveness. Globalization on the other hand is a continuation and expansion of western imperialism. It is a fresh phase of recolonization of African societies which attempts to continue the promotion of western linguistic heritage and literacy canons at the expense of African indigenous languages and literature. Globalization tends to diminish the value of cultural practices of Africa. The culture of the developed economy has obviously taken over the local culture. African societies are directly or indirectly forced to accept uniform moral principles of what is right and wrong within global cultures. In order to achieve the objective of the study, qualitative research method is adopted whereby relevant literature, documents and records are consulted and analysed in order to underscore digital media or globalisation and the fate of African value system. To locate the study within the context of theoretical framework, Media Imperialism Theory is employed. The findings of the study revealed that digital media and globalisation are exerting significant influence on the production and consumption of media products and acculturation. The study concludes that the challenges digital media and globalization pose to Africa are nothing more than challenges for Africans to adopt development policies that are rooted in their cultural value systems. The study recommends that Africans should imbibe the positive tenets that come with technology and neglect the negative aspects. Again, there is need for researchers to develop interest in this area so as to expand the body of literature and knowledge.