JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Influence of Media Globalization on Denigration of National Values in African Children
Author(s): Beryl Annette Ehondor
Citation: Beryl Annette Ehondor, (2020) "Influence of Media Globalization on Denigration of National Values in African Children," Journal of Marketing Development and Competitiveness, Vol. 14, Iss. 4, pp. 125-138
Aricle Type: Research paper
Publisher: North American Business Press
Media globalization has eased the availability of entertainment for African Children, particularly via cable-TV. Considering the power of media as socialization_agent, this research appraised proliferation of children shows on DsTv/GoTv via the lens of African cultural particulars, particularly respect for elders and authoritative parenting. Using media_content_analysis methodology and discourse_analysis, findings link global_media influence as the mechanism for the denigration of African values in children, with Social_cognitive_theory framing the implications. Recommendations are stronger national broadcast regulations for reinforcement of family values via television to preserve the identity of society, providing local content for globa l export and contributing to glocal media content.