Technological Determinism and its Implications For Africa Media Consumers
DOI:
https://doi.org/10.46881/ajh.v2i0.95Keywords:
Africa value systems, media consumers, technology, technological determinismAbstract
The digital age has brought lot of controversies to whether McLuhan dicta such as: technological determinism, medium is the message, global village, hot and cold and his notion of synergy between technology and the media are a plus or minus for Africa. This paper then examined McLuhan’s work with its attendant problems and its implications to the Africa community looking at the social structure of Africa from the time immemorial and how the new generation of media consumers view Africa culture. The paper however suggests that since global village concept is here with us – digitisation should be used to project and promote African channels of communication in order to preserve African cultural identity in the face of true globalisation. Africa channel of communication should be embedded into the digital forms and use all forms of digital folklores, storytelling and other forms of communication channels to promote Africa value systems in disseminating information to the public.
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