Browsing by Author "Atika, Jeffrey"

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    Veneration of Ancestors as a Vital Element of African Tradition African Tradition And The Possibilities of Its Inculturation In The Catholic Church in Africa.
    (Tangaza University College, 2000-02) Atika, Jeffrey
    Researchers on the mass media have found that, since they reach many people scattered in different places of the society, they are used to spread and support propaganda of democratic and social reform movements, to promote national and world unity, to teach, and to pass on information to people. For example, "safe sex campaigns, promoted by AIDS crisis have used the mass media to discourage promiscuity, unprotected intercourse and high risk sexual practic,es."2 Also, the communication media are used positively for social entertainment of people in the society. They bring people together in the society during social time. Hence, "The mass media can enrich society by disseminating the best of human creativity, including great literature, music and art."' They also can be a source of awareness of history and of the current affairs. Negatively, according to researchers, mass media spread the dominant ideology. For example, they express and support uncritically the values of western way of life. In this perspective, according to researchers, mass media may contribute to lack of attachment to one's community and cultural values. They replace human culture with mass culture in the society. "Indeed, we may speak of a "new culture" created by modern communications, which affects everyone, particularly the younger generation, and is itself largely the result of technological advances which have created "new ways of communicating with new languages, new techniques and a new psychology" (cf. Redemptoris Missio, 37)."4 According to McQuail, " . it is the particular ideas and values conveyed by the media which are seen as the primary causes of social change."5 From this point of view, mass media may manipulate people negatively by injecting their messages into the audience so that the audience may do what the media wants to be done. This".. influence is thought to work through individual motivations and actions."' Therefore, in some cases, the " media messages directly and measurably affect people's behavior.-7 They may be manipulative and oppressive of people's behavior and knowledge.