Abstract

The concept of globalisation seems to be an albatross within the African continent. Many have alluded to its potential dominant tendencies in shaping social, economic, political and cultural landscape in many African countries, fashioned after those of the western world, using advanced communication technologies and platforms and the mass media. Hence the conceptual debate over the positives or otherwise of globalisation, particularly within the context of Africa has been sustained. As a contribution, this paper examines the need for African countries to revisit their national communication policies to adequately address the influence of globalisation on their socio-cultural and socio-political wellbeing, while tapping into the positives. The paper recommends a collective platform among African countries, using the offensive-defensive approach to ensure Africa is not in any way short-changed in the space of globalisation which in itself has enhanced global exchange of ideas, particularly now that countries have unlimited access to the global space to project their ideologies .

Key Words: Mass Media, Globalisation, National Communication Policy, Offensive-Defensive Approach.

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*Oludare Ebenezer Ogunyombo is with Olabisi Onabajo University, Ago Iwoye, Ogun State.

^JCMRJournal of Communication and Media Research, Vol. 8, No. 1, April 2016, 159 – 175