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Theorizing Cultural Development vis-à-vis Cultural Imperialism Theory: Lessons from Nigeria
Unformatted Document Text:  Theorizing Cultural Development vis-à-vis Cultural Imperialism Theory: Lessons from Nigeria The second theory that will help argue my thesis in this paper is the Information Diffusion theory. This theory is an offshoot of the Information Flow Theory. The theory explains how innovations are introduced and adopted by various societies. Everett Rogers (1962) cited in Baran and Davies (2003) developed this theory as an extension of Lazarsfeld’s original idea of the Two- Step flow. Rogers (1962) assembled empirical data to show that when new technological innovations are introduced, they will pass through a series of stages before being widely adopted. These series of stages include: 1. Most people will become aware of them, often through the news media. 2. The innovations will be adopted by a very small group of innovators or early adopters. 3. Opinion leaders learn from the early adopters and try the innovation themselves. 4. If the opinion leaders find the innovation useful, they encourage their friends and opinion followers to adopt it. 5. After most people have adopted the innovation, a group of laggards or late adopters make the change (Baran and Davies, 2002). The theory postulates that the media or technology has no inherent powers to cause a major and dramatic influence on society or on indigenous culture of local peoples. When it causes some influences, some mediating factors as stated above may have taken place. This is the major idea that influenced the adoption of this theory in this current study; and here also lies its relationship with the other theory earlier cited. The emphasis here is that globalization and ICTs for instance, cannot cause societal changes on their own especially in the area of culture without the aid of the intervening variables. These variables could come in different forms. What is important, if the arguments of the two theories discussed so far are considered, is that globalization and ICTs cannot influence indigenous cultures positively or negatively without the support of the people. If this conclusion is further analyzed, then, the argument for cultural development hypothesis to help address the indigenous cultural challenges of developing societies may have been addressed and justified. 5 | P a g e

Authors: Ekeanyanwu, Nnamdi.
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Theorizing Cultural Development vis-à-vis Cultural Imperialism Theory: Lessons from Nigeria
The second theory that will help argue my thesis in this paper is the Information Diffusion 
theory.   This   theory   is   an   offshoot   of   the   Information   Flow   Theory.   The   theory   explains   how 
innovations are introduced and adopted by various societies. Everett Rogers (1962) cited in Baran 
and Davies (2003) developed this theory as an extension of Lazarsfeld’s original idea of the Two-
Step flow. Rogers (1962) assembled empirical data to show that when new technological innovations 
are introduced, they will pass through a series of stages before being widely adopted. These series of 
stages include:
1.
Most people will become aware of them, often through the news media.
2.
The innovations will be adopted by a very small group of innovators or 
early adopters.
3.
Opinion   leaders   learn   from   the   early   adopters   and   try   the   innovation 
themselves.
4.
If   the   opinion   leaders   find   the   innovation   useful,   they   encourage   their 
friends and opinion followers to adopt it.
5.
After most people have adopted the innovation, a group of laggards or late 
adopters make the change (Baran and Davies, 2002).
The theory postulates that the media or technology has no inherent powers to cause a major 
and dramatic influence on society or on indigenous culture of local peoples. When it causes some 
influences, some mediating factors as stated above may have taken place. This is the major idea that 
influenced the adoption of this theory in this current study; and here also lies its relationship with the 
other theory earlier cited. The emphasis here is that globalization and ICTs for instance, cannot cause 
societal changes on their own especially in the area of culture without the aid of the intervening 
variables. These variables could come in different forms. What is important, if the arguments of the 
two   theories   discussed   so   far   are   considered,   is   that   globalization   and   ICTs   cannot   influence 
indigenous cultures positively or negatively without the support of the people. If this conclusion is 
further   analyzed,   then,   the   argument   for   cultural   development   hypothesis   to   help   address   the 
indigenous cultural challenges of developing societies may have been addressed and justified.
5 | 
P a g e


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