Research problem

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According to Baran mass communication is a process of imparting messages and thus creating meaning between mass media and its audiences (2012:6). This blog aims to investigate the influence of mass communication on indigenous cultures and the traditions of the Nguni tribes. According to Baran (2012:366-369) mass communication effects were identified in the early 1800s during world wars, mass communication was used to manipulate and promote political propaganda and agendas. Scholars thus explored the degree of mass media effects and their research presented as mass media theories. Media effects refers to the negative and positive influence and uses of mass media by individuals, mass media is described by Baran as mass communication platforms such: film, television, radio, newspapers, books, magazines, websites, video games, and music. 

Countries such as South Africa are known to be post-colonial states, but critics argue that the term is a myth and that former colonialists still dominate in third world countries through mass communication platforms, and that their influence is siege on the growth of African native cultures. The South African film industry is identified as one of the oldest internationally; and officially it commenced in 1986 (Botha 2007:20) and has been growing since. Although the South African Film industry is dated far back in history it is criticized to leak diversity and is identified to have  little room for indigenous languages and culture. The concerns also included the physiological effects of attitude and behaviour patterns, leading to cultural hegemony.  Culture is defined by Baran Researchers debate that local are under siege by mass culture setting an agenda to influence individuals with the western culture also known as westernization.  The heritage of the Nguni tribes is argued the blogger to be endangered due to the negative portrayals these cultures on television and the dominance of English among young people, resulting in the loss of their mouth tongues. 

SOURCES CONSULTED

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

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