Literature review

Theorists in the modern society argue that media consumers are no longer victims of media, but use mass media platforms for their own benefit, i.e. newspapers to stay informed of  current events and what is going on around the globe or for entertainment gratification. People may disagree on the effects of mass media, but it is evident on the way human begins are relying on mass media for business interactions, education and entertainment purposes that media does have effects. Furthermore Baran (2012:355) argues that if mass media was considered to have limited effects organisations would not spend billions of Rands to place their messages on the platforms to reach their stakeholders. In addition he states that mass media  effects are also evident in its ability to drive of ideologies such as globalisation which have made the world a global village. 

However concerns of the negative effects of mass media have been an on going debate. scholars, argue that mass media is used by former colonist to promote western ideologies in third world countries. McQuail argues that although most third world countries are viewed as democratic states and gained their liberation they are still mostly depend on imperial countries for most supplies, and are still dominated by mass media to adopted their values and cultures. He points out multiple dependency in the flow of communication from more to less developed countries, he argues that western countries set an agenda on what content will be viewed as important and what information to omit (agenda setting), and the portrayals of African cultures and traditions in the media. The dependency theory argues that the leak of technological infrastructure development in developing countries, restricts them to access international communication to its full potential and thus they have no influence of how their traditions and ways of life are viewed. The theory also argues that developing countries have unique structures of their own and that ideologies such as the modernisation theory aims to introduce foreign business and cripple third world countries economies, leading to continuous dependence for wealth, technological advancement infrastructure, media content goods etc; feeding developed nations (Bornman and Madikiza 2007:24). 

Local cultures everywhere are said to be under siege by mass culture setting an agenda to influence individuals with the western culture also known as westernisation. Westernisation is defined as the influence, transmission and reception of European ideas. This is a result of small nation airwaves being flooded with United States (US) produced content. Global companies shape the perception of ordinary citizens pushing the agenda of western ideals and capitalism. Scholars such as Eric Louw (2004) argue that the dominance of western customs in South African media content has led to the decrease of African traditions. Mckay’s research supports Louw’s studies, Mackay states that the "digital colonisation" of African countries and the popularisation of western culture practices has led to cultural customs of African people becoming foreign and their lifestyle changing to that of their oppressors (Mckay 2009: 706-707).

Scott (2007:10-11) claims that the African heritage is endangered due dominance outside cultures on mass media platforms. Scott (2009:11-12) further highlights how the western culture is viewed to be in the frontline of civilisation and African ways cultural practices as primitive and barbaric. Crystal (2003:23) chains Scott’s ideologies and adds that the western life style to developing countries has led to the decline of core values of African cultures. An example this challenge is the nation loss of home language practice. It is argued that language plays a vital role in affirming the identity of African ethnicity groups.

The evidence of the above scholars identifies the need for the blogger to research the influence of mass media on the Nguni tribes of South Africa .The Study will be significant in showing the positive and the negative influences of mass media and contribute to existing research on the influences of media on South African Cultures. 

SOURCES  CONSULTED

Baran, S.J. 2012. Introduction to Mass Communication: Media Literacy and Culture. 7th edition. New York: McGraw-Hill.

Bornman,E & Madikiza,L. 2007. International communication: shifting paradigms, theories and foci of interest. Vol.33(2), pp.11-44

Lesame,Z. Mbatha, B.& Sindane,S.(ed). 2012. NEW MEDIA IN THE INFORMATION SOCIETY. Pretoria: Van Schaik Publishers

Mckay, J.P. Hill,B.D. Buckler,J. Ebrey,P.B. Beck,R.B. Crowston, H.C. Wiesner-Hanks,M.E. 2009. A HISTROY OF WORLD SOCIETIES: VOLUME C From 1775 to the Present. 8th edition. United States of America: BEDFORD/ST.MARTIN’S.

McQuail, D. 2010. McQuail’s mass communication theory. 6th edition. London: Sage.