Title:
DOMINANT ROLE BY WESTERN MEDIA TECHNOLOGIES IN PURSUITOF SCRAMBLE FOR AFRICA

Authors:
Dr. Ayo Elebute and Dr. ChukwumaNwosu and Sam Okeoghene Uyeri ,Nigeria

Abstract:
During the political colonization of Africa by the Europeans, the pristine primordial traditional African communication systems were eroded from the soil of time after the introduction of new media technologies, which the colonial masters were using to pass messages across to their different colonies in Africa and which they used as working instrument to easy all their administrative tasks. For many decades, the study of African colonization has seen a significant development within the context of how Africans were hurt and humiliated by foreigners and book volumes on this subject have been so remarkable. However, the phenomena of colonization have not been given prominence in the content of local African journals and the few African scholars who pursued a career in this area of academic pursuit just grope in their different ways without conceptual clarification of the process used in colonizing and decolonizing African nations. All these have, however, created a yawning gap in knowledge. It is the vacuum that this study attempts to fill. Materials for the study were collected through two basic methods of data gathering: primary and secondary. The primary data were obtained through case study method in order to investigate a situation in real life that relates to how western media have been dominating the framing in the waves of political, ideological, cultural and economic imperialism of Africa. The secondary data were existing information collected from books, journals, magazines and the Internet. The result revealed that the foreigners have come at different times to oppress, repress and suppress the African nations in many ways through (1) political colonization (2) ideological colonization (3) cultural colonization and (4) economic colonization and western media infiltration and dominance have played significant role in this process. The conclusion is that the only means of overcoming western media dominance in African ways of life is to hijack and decolonize the sites that these western oppressors have infiltrated by adopting Indigenous Development Communication System in African states