The nexus between modern media, African cultural values, and economic development: Leveraging media to ground economic development in cultural norms in Africa

Michael Pervarah; Thomas Azagsiba  Agana; Lawrence Naaikuur

doi:10.51867/ajernet.6.2.65

Authors

Michael Pervarah Simon Diedong Dombo University of Business and Integrated Development Studies (SDD UBIDS), Ghana https://orcid.org/0000-0003-3831-8922
Thomas Azagsiba Agana Simon Diedong Dombo University of Business and Integrated Development Studies (SDD UBIDS), Ghana https://orcid.org/0009-0003-0694-554X
Lawrence Naaikuur Simon Diedong Dombo University of Business and Integrated Development Studies (SDD UBIDS), Ghana https://orcid.org/0009-0003-0694-554X

DOI:

https://doi.org/10.51867/ajernet.6.2.65

Keywords:

Africa, Cultural Values, Economic Development, Modern Media

Abstract

In Africa, modern media presents a unique opportunity to bridge the gap between cultural heritage and economic growth. However, many cultural traditions risk erosion due to the pressures of globalization. Preserving and promoting African cultural values is crucial for empowering communities to explore entrepreneurial opportunities and drive economic development. This paper explored the nexus between modern media, African cultural values, and economic development in Africa and is underpinned by the Technological Determinism Theory of Mass Media. A systematic review was used to retrieve 22 open-access peer-reviewed articles from three databases (Google Scholar, Research Gate, and Science Direct). The paper reveals a significant relationship between modern media, African cultural values and development in Africa by highlighting growth-enhancing African cultural values and digital platforms for the preservation of African cultural heritage. The paper argues that integrating digital platforms with cultural heritage enables African communities to utilize media as a vehicle for sustainable development and cultural preservation within the broader context of globalization. The paper recommends local content creation, support for digital literacy initiatives, and the establishment of policies that protect and promote cultural heritage within a rapidly evolving digital landscape.

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