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INDIGENIZATION OF MEDIA IN NIGERIA AND CULTURAL GLOBALIZATION: MUTUAL BEDFELLOWS OR IMPLACABLE FOES?
Globalization has arguably been associated with a myriad of contentious phenomena including cultural syncretism and cultural imperialism which a number of conservative nations – notably the Third World African countries – have attempted to resist with an arsenal which ranges from the creation of nationstates to the adoption of the indigenization model of state administration. The adoption of the indigenization paradigm in most African countries, including Nigeria, has confronted various reviews. While some Afro-centric critics have non-hesitantly acclaimed the model, critical observers have pertinently highlighted some of its weaknesses. Based on semi-structured interviews with experts and secondary data, this paper presents the prospects of the indigenization model of media production and the avalanche of challenges that seriously impends its [the model’s] effective implementation in Nigeria. The paper further shows to what extent the indigenization model is not perfectly compatible with the present globalization era. It argues that, though a pertinent tool to combat western cultural imperialism, the indigenization paradigm has relatively weak chances of being seriously upheld in a setting and context which are very much governed by the forces of Americanization/ westernization. A seemingly less ‘retrograde’ option is the glocalization paradigm which gives Nigerian artists and media producers the opportunity to both embrace modernity (globalization) and promote relevant and core aspects of Nigerian cultures.
Keywords: сultural globalization, indigenization, glocalization, Nigerian Media Production.