n Communicare : Journal for Communication Sciences in Southern Africa - Indigenous cultures in the era of globalisation : a case against cultural imperialism theory




Advocates of cultural imperialism theory have continued to argue that indigenous cultures, especially of African societies, are daily eroded in the age of globalisation. Their argument is based on Schiller's debatable notion that a society is brought into a modern world system when its dominating stratum is attracted, pressured, forced, cajoled and sometimes bribed into accepting its traditional system and values as inferior, outdated and mundane; and shaping such system and values to correspond to, or even promote, the values and structures of the dominating centre of the system.


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