International records / OpenAlex research

Audience westernisation as a threat to the indigenization model of media broadcast in Nigeria

Based on semi-structure interviews and secondary data, this paper examines the westernization of audiences - among other phenomena - as a serious challenge to the indigenization paradigm in Nigeria in particular and Africa as a whole. It pragmatically argues that this westernization of local audiences theoretically implies the shaping of media output (programming) according to audience interest which, unarguably, is progressively in favor of foreign content. Though commending the indigenization model – for representing a pertinent strategy for curbing the rampaging awful effects of cultural/me…