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Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
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Nonis-Hudson-Hunt (p. 95-106) 


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.