Addressing Cultural Change Through Mass Communication

Abstract

The mass media has become an integral element of modern society and is often regarded as one of the most powerful cultural transformative forces. As a result, it is widely acknowledged that it influences how and what people believe via the many channels made possible by the information technology revolution. Additionally, it has reshaped societal ideals and perspectives. This chapter conceptually bases itself on McLuhan and Cultural Imperialism to trace the impact of the media on cultural shifts in Kenya and the rest of Africa. As a result, it's apparent that exposure to the media has altered the cultural practices of almost every sector of Kenyan society. The chapter argues that Kenyan society exemplifies the second phase of colonialism experienced by African societies: the media.