communicaterightblog

By Agatha L. Gwokyalya

Is the traditional culture concept dying?

APRIL 7, 2016 ~ COMMUNICATERIGHT ~ 19 COMMENTS
How well can one identify themselves with their culture?
Is it how one presents themselves physically or its just an inner identity of their cultural roots?
The African cultures not only revolve around languages, artifacts, rituals, and customs but also
incorporate hospitality, empathy, gentility and respect. Culture is dynamic but the cultural ethics
are static and are that part of culture that define its roots strongly. Cultural ethics are close to
unalterable as they are passed on from generation to generation.
Culture guides human behavior and attitudes, curbs ethics of a particular group of people, gives a
sense of belonging, and creates music, dance, poetry and art that are passed on through history
teachings and story telling. some cultural customs might be altered but still hold the same
meaning from their foundations, therefore the foundation roots are still preserved.

Unaltered keystones of culture

Cultural ethics and etiquette
Marriage rites
Ancestors rites
Burial rites

Culture roots standpoints

Today it is crystal clear that there is no pure culture. Culture drifts on the open doors of culturalmedia imperialism aided by globalization. Africa is a diverse society whose cultures have been
exported beyond its boundaries but have been greatly influenced.

Before the African cultures life systems and functionalities have always centered on the roots of
their traditional foundations. Today the African cultural life systems and functionalities have been
altered and integrated with those of the western cultures.
Relate to the example of the African textile material of Kiteng which has now been integrated
with the western materials and renamed as Azteng. Azteng is a fascinating mishmash that is
embraced by many fashionistas around the world.

Culture preservation
How best can culture be preserved in a territory that has no boundaries?
A territory that breeds generation Y /millennials (echo boomers) and generation Z (boomlets),
Generations that only know the world as a global village and cultural-media imperialism is at its
best.
Generations that relate best with their virtual reality than their actual reality,
Generations that identify with the western culture more than they identify themselves with their
traditional culture.
Does one envisage a future with no individual differences created by culture traits?
A future of homogeneous culture identity where cultural diversity along with multiculturalism are
not anywhere in the picture,
A future with no traces of the traditional cultural realms, but with only traces of global village
realms.
Imagine what a world it would be without the multiculturalism beauties that make the world of
today.
Thanks a lot to the education institutions that embrace cultural diversity
Education systems that have intercultural courses on their syllabuses
Education institutions that encourage multiculturalism through holding cultural events annually.
Applauds to the organizations that promote preservation of the cultural core roots like music,
dance and artifacts,
Cheers to the youth who believe in culture as a repository of meaningful self identity.

Cultural-Media Imperialism
APRIL 5, 2016 ~ COMMUNICATERIGHT ~ 38 COMMENTS
Cultural-Media imperialism is not a new aspect concerning relationships between nations; it
started from the times of colonialism where powerful nations created empires to maintain power.

Cultural Imperialism

Today cultural imperialism is greatly triggered by the media content disseminated to a global
audience; on-going immigration due to reasons such as war and insecurity, employment, etc.; and
globalization where the world is viewed as a whole global village.
Imperialism is a countrys efforts to have a lot of power and influence over other countries mainly
in political and economic matters, (oxford dictionaries, 2015). Cultural imperialism is when culture
of a superior country has a great influence on the culture of another less powerful country, (Tim
Chueh Ambert, 2008).

Media Imperialism
Media imperialism can be defined as the process whereby the ownership, structure, distribution,
or the content of the media in any country together subject to extensive external pressures from
the media interests of core or powerful countries, without balanced exchange of information flow.
The main exporters of western cultures are movies, music, reality television shows, and many
more western media content. Digital migration is another platform used to facilitate cultural
imperialism from the core countries to the periphery countries as it gives a wide range of western
media choices.

Media impact on African culture

Traditional Family structure: Before the spread of the core culture, a typical African family
system was extended with a husband, his wives, their children and relatives which had a
feeling of unity. When the western imperialism invaded Africa, it changed the family life to the
nuclear family of husband, wife and their children who may also be between two to three
children only.
African native education: The formal education of today was not known then, children
attained knowledge through story telling and they were taught how to hunt and gather fruits.
Due to cultural imperialism, formal education was introduced where people attain knowledge
from a class setting.
Healthcare system in Africa: Before the introduction of western medicines, most African
societies had a medicine man in reach for healthcare who used natural herbs to attend to their
societys medical needs. Today most Africans undermine the work of the medicine men as they
prefer the use of the westernized medical healthcare that is now available in most African
countries.
African lifestyle: Traditionally Africans made music from the various music instruments
curved from wood, lived in grass thatched houses, dressed in only their cultural wear. Today
Africans make music out of western generated technological instruments, build brick houses,
dress in jeans and other western outfits.

The media continues to promote the above impacts on African culture more so on setting the
agenda on which culture is superior than the other and emphasizing how the African culture
should move to modernization and civilization that is the core culture.
In a nut shell, the cultural-media imperialism phenomenon proposes that countries across the
globe are influenced by media messages based on one way flow of culture that is from the core
cultures to the periphery cultures.The periphery culture is now perceived as inferior, primitive
and backward. Where the core culture is perceived as modern and civilized therefore it is what is
most accepted in almost all societies in the world.
credits:
Oxforddictionaries, (2015). Imperialism definition. Retrieved 5th April 2016, from
http://www.oxforddictionaries.com/definition/american_english/imperialism?q=imperialism
(http://www.oxforddictionaries.com/definition/american_english/imperialism?q=imperialism)
Tim Chueh Ambert, (2008). Imperial America. Retrieved on 5th April 2016 from
http://cbsd.org/cms/lib010/PA01916442/Centricity/Domain/2100/Imperial%20America.doc
(http://cbsd.org/cms/lib010/PA01916442/Centricity/Domain/2100/Imperial%20America.doc)

Mass Media and Culture

APRIL 4, 2016APRIL 4, 2016 ~ COMMUNICATERIGHT ~ 6 COMMENTS

What is mass media?

Mass media refer to the varied collection of communication technologies used to disseminate
information to the general public. The most commonly used mass media include newspapers,
magazines, television, radio and the internet.
The mass media affect almost our everyday life, from the basic lifestyle to the luxury lifestyle.The
media provides information in form of news, education, entertainment and helps in identity
construction. We are surrounded by mass media which plays a significant role in producing and
representing our cultures.

Globalizing the mass media

Today all societies are part of a global village where there are increasing connections and
interdependence among institutions and people around the world. The international reach of the
mass media has shaped new world views.

The well known media conglomerates such as Viacom, Disney, Time Warner, and more, have
globalized the mass media and encouraged the interdependence among institutions and people
around the world. They have also played a big role in constructing identity, producing and
representing cultures respectively.

Influence of the mass media on culture

The mass media influence culture change through cultural learning:

The media create awareness for example when media draws attention to personal and public
hygiene it brings great changes to peoples behavior all over the world.
Mass media promote stereotypes: The media can create and reinforce stereotypes regarding
cultural beliefs, values, customs and norms. Many people trust the media perceptions of others
outside their regular interpersonal contact.
The media accelerates change: mass media give a platform for cultural change through the
various programs disseminated to the general public that promote change in peoples
behavior.

The mass media and intercultural communication

One can easily understand the importance of the media in intercultural communication through
understanding how the media and culture interrelate.
One should be conscious of ways in which the media may have affected their perception of a
particular group of people, this can assist in effective intercultural communication. It is evident
that the media can promote both positive and negative stereotypes.
One can use the media as a tool to clearly understand culture as it creates awareness of what is
considered as important in culture. Individuals may have an opportunity to interact with
people from other cultures, hence learn their differences and how to communicate without
causing conflict.
Individuals can use the media to broaden their background knowledge and that of other
cultures as one needs to attain broad knowledge of other cultures other than theirs.
To conclude, the mass media is a very significant tool in promoting culture values, norms and
beliefs. On the other hand, the media is also a platform for reinforcing culture change as it can set
the agenda and also trigger stereotypes. Culture diversity not only exists in a physical setting but
also exists virtually on the media.

Multiculturalism
APRIL 3, 2016 ~ COMMUNICATERIGHT ~ 2 COMMENTS
Multiculturalism refers to the societys open-mindedness towards cultural diversity and
acceptance of equal societal participation for all cultures. It aims at achieving social unity by
recognizing all cultures with equal value in a diverse society.
The rate at which cultural diversity increases in societies has led to the elevation of
multiculturalism. Today nations are doing their best to come to terms with the continuously
growing diversity of their population through preserving different cultural identities in a unified
society.

Accepting the differences between

Attitudes towards multiculturalism

With the belief that all citizens are equal, many countries allow immigrants to obtain
citizenship and freely practice their cultural beliefs, values and norms without fear of rejection
from the native cultures.
Nations have furthermore encouraged multiculturalism through legislation and policy
implementation like official language policy and multicultural policy to promote unity in their
diverse societies.
Within an education institute context, many obtain a communal language to be used in their
education system and this is perceived as an effective teaching strategy for efficient
communication in diverse class settings.

Respecting the differences between

Becoming Multi-culturally competent

Self understanding: People need to self-reflect and examine their attitudes, beliefs and those of
others. Knowing self values can influence the relationships with people from other cultures
through avoiding stereotyping and biased communication.
Understanding diversity: Individuals are expected to learn and become knowledgeable about
the backgrounds of coexisting cultures i.e. be familiar with the nonverbal behaviors, linguistic
rules, gender role expectations, and more. This knowledge will positively influence the
individual attitudes towards multiculturalism.

Understanding oneself and others

Multiculturalism merits
Individuals understand and identify differences between them hence promoting acceptance
and adaptation to diversity in the society.
People from different cultures feel valued and safe in foreign lands which helps them learn to
value each other.
Multiculturalism promotes peace which allows for unity in culturally diverse societies.
Multicultural competence guides the development of the social environment as different
cultures get to share experiences and ideas.
Multiculturalism may seem hard in societies that are determined to preserve their cultural values
and norms, and those that are not open to change or adaption to different cultures. societies where
cases of racism are high tend to have a negative attitude towards multiculturalism.
All in all, multiculturalism brings about mutual understanding and respect between different
groups of people. mutual respect helps develop common attitudes hence a unified diverse society.
Therefore, to promote peace and harmony among differently identified individuals, all culturally
diverse societies should aim at promoting multiculturalism as cultural diversity is increasing
drastically and inevitable.

Embrace diversity
Credits: Bobo Photography

Intercultural communication
APRIL 1, 2016 ~ COMMUNICATERIGHT ~ 5 COMMENTS
Intercultural communication involves interaction between people with different cultural
background and perceptions. In the early days, intercultural communication was mainly through
face to face communication where people meet and interact. However, today the media is a
flexible platform for intercultural communication.

Media technologies are a platform for intercultural communication

Non-verbal gestures and intercultural communication

Nonverbal communication is a form of communication that does not involve spoken or written
words, but involves body language, para language, facial expressions, to mention but a few.
Nonverbal cues interpretation vary from culture to culture, some cultures may perceive gestures
positively while others find it offensive depending on the cultural beliefs and values.
Take for example the thumbs up gesture generally signals approval in the English speaking
countries but may be perceived as offensive in Greece Italy. Another example can be eye contact
where in the western culture determines the level of trust, to show concentration/attentiveness
while Asian culture it is perceived as rude.
Nonverbal cues are an important part of complex communication because they give away a lot of
important information that may be useful to the people involved in the interaction. Therefore, for
effective intercultural communication, individuals should pay more attention to the distinct
perception of the various nonverbal cues.

Nonverbal cues perceptions vary from culture to culture

Stereotypes and intercultural communication

Stereotyping is a form of complex categorization where one views and judges a particular group
of people who are different from them basing on personal or majority opinion. Stereotypes can be
positive or negative.

For example stereotypes that refer to some group of people as moronic, lazy or vicious are
obviously negative. On the other hand, stereotypes like the assumption that Asian students are
hardworking and intelligent are obviously positive.

However, these stereotypes have harmful effect on intercultural communication because in most
cases there is very little or no truth associated with them. Stereotypes are usually over exaggerated
and may be used to attack the other culture to make them feel inferior hence hindering
intercultural communication.
Both culture and stereotypes are learned in the early stages of life, which leave room for one to
avoid stereotypes right from childhood. The best way to reduce the stereotyping effects faced in
diverse societies, is to protect the children from getting exposed to stereotypical information.

Importance of Intercultural communication

Allows one to gather first hand information about other groups of people other than trusting
rumors hence preventing stereotypes from spreading further.
Intercultural communication influences others to learn, appreciate and respect the differences
between groups of people with distinct beliefs and values.

Encourages intercultural relations as people share experiences and ideas through

communication.
Promotes unity in diverse societies thus overcoming intercultural conflicts in diverse societies.

Intercultural communication promotes unity in diverse societies

To conclude, effective intercultural communication in culturally diverse societies is vital to over
come the challenges faced and embrace the benefits that come with diversity. All diverse
community should encourage interpersonal interactions for their own benefits as individuals and
the society as a whole.
Credits: Bobo Photography

Cultural Diversity
MARCH 31, 2016 ~ COMMUNICATERIGHT ~ 2 COMMENTS
What is cultural diversity?
Cultural diversity refers to having a variety of cultures within a society. Gone are the days when
culture shock was a big issue. Today most individuals appreciate the c
Source: Cultural Diversity (https://communicaterightblog.wordpress.com/2016/03/31/189/)

Cultural Diversity

MARCH 31, 2016 ~ COMMUNICATERIGHT ~ 6 COMMENTS

The diverse community of United States International University-Africa.

What is cultural diversity?

Cultural diversity refers to having a variety of cultures within a society. Gone are the days when
culture shock was a big issue. Today most individuals appreciate the cultural differences within
their society. Cultural diversity increases drastically over the years and many people are impelled
to go through new experiences and learn new things outside the cultures they identify with.

Drivers of cultural diversity

Globalization: where the world is referred to as a global village aided by the fast growing
advanced technologies and transportation systems. Globalization paved way for invisible or
transparent boundaries between countries.
Global economy and business transactions:where multinationals and conglomerates greatly
participate in driving the global transformation trends thus influencing how people relate with
each other worldwide.
Mass migration and international exchange: The level at which people travel all over the world
increases day by day. Most countries have a large number of international immigrants who
wish to maintain their ethnic cultural heritage and promote their language.
There are other factors that push for cultural diversity, but the above listed drivers are the major
ones that may lead to other dynamics like intermarriages between people of different cultures.

Cultural diversity challenges

Language barrier: given that the society has more than one culture within a society, there are
definitely various languages used. However, most diverse societies today strive to have an
official language for better communication.
Racial discrimination: Individuals from the dominant cultures may be favored more than those
from the minority cultures within a society.
Lack of Unity: all cultures in the society may straggle for superiority hence fail to come to
terms with harmony.
Cultural diversity benefits
Sharing experiences: When individuals in a diverse society share their experiences, they learn
to respect and accept their differences.
Gives room for growth: In diverse communities individuals are not tide down to only their
cultural boundaries, they grow beyond what their culture teaches.
Combined diverse ideas: different cultures have varying strengths which can be combined to
get strategic ideas thus facilitating growth.
Today cultural diversity is inevitable, therefore most societies concentrate on the benefits it comes
along with than the challenges faced. Now that global business is growing at a very fast rate,
diverse societies are more favorable than the homogeneous societies.
Even in education institutions, diversity is more welcome to aid the learning processes since most
if not all syllabuses at higher education level entail learning about culture, religion or what is to be
expected regardless of the field of study.
In a nutshell, diversity can be good or bad, depending on how societies and individuals perceive
it. Some societies may accept to diversity adaptation while others may fail to encourage and adapt
to diversity. However, the best way to overcome challenges of cultural diversity is to accept the
differences among the people within a society and learn to live with them.
Credits: Bobo Photography

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