International Journal of Sub-Saharan African Research (IJSSAR)

Background: The preservation of indigenous cultures in rural Ghana face significant challenges due to the impacts of globalisation and the growing dominance of mass media. This study examines the role of mass media (radio, television, and newspapers) in preserving and promoting indigenous cultures in rural communities, with a specific focus on five communities in the Upper West Region: Takpo, Charia, Kaluri, Piisi, and Kunfaabiala communities.
Objective: This study assessed the effectiveness of mass media in preserving and promoting indigenous cultures in these rural communities in Ghana.
Method: A sample of 75 participants was selected through stratified random sampling. Data were collected using semi-structured interviews, questionnaire, and focus group discussions. The study aimed to explore the level of exposure to various mass media platforms and their impact on cultural preservation in these communities. Results: The findings show that radio is the most influential medium in disseminating cultural content, primarily due to its accessibility and ability to broadcast in local languages. While radio, television, and newspapers play vital roles in the cultural preservation process, the study also reveals that local cultures continue to face erosion despite these media efforts. The research highlights the limited effectiveness of these mass media platforms in fully preserving indigenous cultures, especially as younger generations increasingly engage with digital platforms.
Conclusion: Despite the contributions of radio, television, and newspapers, indigenous cultures in the Upper West Region are at risk of fading. The study concludes that a more integrated approach combining traditional mass media with digital platforms is necessary to engage the younger population. Additionally, the study calls for the Ghana Education Service to make the study and use of local languages compulsory in schools to further support the preservation of indigenous cultures.
Unique Contribution: This study provides valuable insights into the effectiveness of modern mass media in cultural preservation, offering recommendations for integrating digital media and educational policies to safeguard indigenous cultural practices.
Key Recommendation: To enhance the preservation of indigenous cultures, it is recommended that mass media be integrated with digital platforms, and that local language education be made compulsory in basic and secondary schools to better preserve cultural heritage.