INDIGENOUS MEDIA AND CULTURE
The core role of this research study is to comprehensively study the critical roles of indigenous media channels on the cultures by closely analyzing a media production that is anticipatory in nature carried out in Kiwirrkura, Wave Rock Hyden, Macquarie, Uluru, Nillarbor and Cape York in the most remote areas in Australia. This section will discuss the various benefits and major challenges encountered by indigenous media channels as a tool of communication among the indigenous people in Australia. It follows a conclusive description of indigenous media training on efficient use to communicate.
Indigenous media channels such as verbal, newspaper, video and music arts are among the top indigenous forms of powerful social system tools in establishing personal sense of reality (Zhao et al., 2019.pp.146-165). Indigenous media channels enabled the understanding of the cultural ties of the Aboriginal communities in Australia with the county’s view of herself as a nation that appreciates the diversity in culture. With the rapid increase in globalization and multiculturalism, Australia has branded herself as in a position making diversity a symbol of National strength.
There is however sufficient evidence that education and information is not accessed by the minority groups of people as indicated by one of the scholarly Research by National Indigenous Postgraduate Association Aboriginal Corporation (NIPAAC, 2012). This is because the passage of information was done in modern forms only, disadvantaging the other people in remote areas.
It has proved over time to be the most impacting and influential on grounds that in its sense of culture, the indigenous forms of communication reinforce values and norms which have already attracted the attention and achieved a sensually contextual foundation. The indigenous and independent media channels are the most basic but crucial requirements for proper cultural preservation, passage of information, identity, political liberty, democracy and education. The modern mass media channels are ineffective in such important and necessary processes and activities if they fail to integrate with the indigenous means. The indigenous persuasive press inference indicates that people in most of the times presume the opinions of the public from the view of the content information of the popular media coverage and assumptions about the content depicting significant impacts on the members of the community. Cultural values are acquired through learning and passed from one generation to the other. It’s a mechanism of integration, a socially binding force that brings together a wide diversity of members of organizations and communities. The elements of one social setting are borrowed and integrated with the recipient cultural norms and aid, referred to as diffusion in sociology and anthropology. Only the ancient channels of communication can pass such information efficiently without biasness against the disadvantaged groups of people who might not be in access to the modern channels.
Elements of one culture borrowed and incorporated in recipient culture are called diffusion. The processes of diffusion bring some kind of shifts in the culture. Sometimes diffusion is due to intermediate contact that occurs through the third party. Mass media has a political and a persuasive power over people. Radio, TV, the ‘press’ etc. can manipulate all societies. Political propaganda, advertising and the so-called ‘mind-bending’ power of the media are long-standing causes of debate and concern. Media has a great effect on our social behavior which is a part of our culture. The study assessed various ways of effect of mass media on culture like cognitive, attitudinal, behavioral and psychological. The study aimed to elucidate the importance of media, culture and their relationship and influence over each other.
Statement of the problem
What is noticed very troubling in an attempt to interlink the indigenous channels of communication is the essence that information has to be channeled from one modern generation to the other that could be in most case the old people, illiterate or from remote communities. Modern means are therefore necessary. In the modern times the passage of this information is critical. However, the members of these diverse communal settings are in most cases inclined on the ancient means because they cannot access the modern channels. This paper therefore seeks to elaborate on the complexities on why the ancient methods of communication are necessary as well.
Objectives of the study
Identify the roles being played by the indigenous media in promoting culture
Explore the values adopted by the community as a result of the ancient media channels
Identify and vividly explain the possible challenges faced by communities in the face of indigenous media
To explain how the ancient people have utilized the media in advancing their political, economic and cultural status.