TY - JOUR AU - E. O, Ademola AU - R.A, Okunola PY - 2016/02/29 Y2 - 2024/03/29 TI - Peoples, Culture and Mass Media as Agent of Cultural Imperialism JF - Covenant University Journal of Politics and International Affairs JA - CUJPIA VL - 1 IS - 2 SE - Articles DO - UR - https://journals.covenantuniversity.edu.ng/index.php/cujpia/article/view/108 SP - AB - <p>Culture comprises the whole complex of distinctive spiritual, intellectual and <br />emotional features that characterize society, our thought about life, and our ideas. Culture shape <br />the way we see world, it has capacity to bring about the change of attitudes needed to ensure <br />peace and sustainable development which we know form the only possible way forward for life <br />on planet earth. This paper examined increasing in cultural dominance that one culture exerts <br />over another as a function of the relation of both overall efficiencies, in the sense that flood of <br />cultural elements pour from dominant culture on the dominated. Mass media was studied under <br />the three theories: the limited effect theory, class Dominant theory and Culturalist theory. Mass <br />media is found represents one of the most significant institutions, the powerful tool for <br />socialization as well as cultural domination. Domination here means holding superiority or <br />mastery in our strength and to suppress or overshadow us in dominance, recognition and <br />prestige. It involves the exercise of great influence in the society as well as political and <br />economic influence. The work suggests that, since communication is interwoven with every <br />aspect of life, the future of mass media must be considered of utmost importance in overall <br />social, cultural, moral, economic goals of the nation. To ensuring a bright future for our cultural <br />heritage, we need a revolutionary Nigeria mass media which can present and carry forward <br />revolutionary purpose of promoting our heritage.</p> ER -