Cultural Imperialism Theory and Mass Communication Research: A Critical Review
No Thumbnail Available
Date
2013
Authors
Oketunmbi, E.O.
Journal Title
Journal ISSN
Volume Title
Publisher
Forum for Communication and Media Research, Department of Theatre Arts and Mass Communication, Faculty of Arts, University of Benin, Benin
Abstract
This paper explored the origin, basic postulations, and selected scholars’ comments on the cultural imperialism theory. Based on the five-item scale consisting of scope, testability, parsimony, utility, and heurism proposed by Julia Wood (1997: 55), this paper attempted a critical evaluation of the cultivation theory and concluded that it is a huge success in heurism, considering the intense and immense global debates it had generated and sustained for almost a century. The paper therefore recommended it as such to mass communication scholars and policy makers who are interested in the preservation of local cultures, with emphasis on the point that the subtle cultural modification potentials of foreign media contents is a living reality.
Description
Staff publications
Keywords
Cultural imperialism theory , Mass communication , Research , Cultivation theory , Research Subject Categories::SOCIAL SCIENCES::Other social sciences::Mass communication
Citation
Oketunmbi, E. O. (2013). Cultural Imperialism Theory and Mass Communication Research: A Critical Review. Benin Mediacom Journal. Forum for Communication and Media Research, Department of Theatre Arts and Mass Communication, Faculty of Arts, University of Benin, Benin City (7), 32-36.