The Impact Of Media On The Evolution, And Development Of Culture. Case Study: The Kikuyu Culture Of Kenya

ABSTRACT

Degradation of local indigenous culture is a problem that is prevailing

everywhere on the African continent, and other developing countries. There

has been great loss of local indigenous culture in the developing countries

and absorbing of the western culture.

Media in itself is a ve1y powerful force in this 21 st centmy.

Technological advancement of the media has made the world a global

village, making interaction of people and culture much easier and faster. The

western countries being the most developed have pushed their culture and

ideologies to developing cotmtries like Kenya.

This project basically studies the kikuyu population of Kenya, found

in central province, and the role of media in the evolution of culture. The

study identifies media as being the predominant figure when it comes to

influencing change. The specific objective of the study is to find out the

effects of change of culture. Both qualitative and quantitative methods of

data collection are used to carry out analysis of the information acquired.

The local Kenyan media has been standing by helping the west to

bring in low budget programs and movies to the local Kenyan market,

continuing to confirm and backup the notion that western cultm·e is more

superior to any other culture. This has affected the kikuyu population

adversely and has created conflict between the yom1ger and older generation.

Indigenous language and culture has also been lost in the process.

At the end the research study gives recommendations to the different

factions of society especially the media, which should be concerned or take

responsibility on the problem of degradation of indigenous Kenyan culture.

It is also hoped that the findings will be used as a guide by the gove1nment, educators and media council to formulate policies in encouraging and promotion of local Kenyan culture.