Influence Of Cultural Heritage On Media Practice In Africa (a Study Of Nigeria Eastern Region)

Abstract

The study investigated the Influence of Culture on communication practice in Africa, with Nigeria as a study Area. The objectives of the study, include to find out really if culture influences Communication practice, which of the genders are mostly influenced by culture in their profession in Enugu State and whether culture influences people’s communication patter. Survey research method was used, after extensive consultation of literature that related to the topic. Findings revealed that in Nigeria, more male are engaged in media practices than female and that culture influence very often on people’s communication life, and by extension influences practitioners of public relations profession particularly. The study concluded that culture as people’s way of life influence on people’s communication practice and particularly on the professionals of media practices. It suggested some recommendations such as constant enlightenment and education of some obnoxious culture that obstruct effective media practice, and ways to modernise them or outright removal of those culture. Again, the study recommended constant in-house training for media  practitioners in a bid to teach them practical approaches and model to avoid conflict of cultural clash with their professional practices.