Influence of mass media on the social aspects of Asante culture

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The study looked at the mass media and its influence on the social aspects of Asante culture. The objectives that guided the study were to identify the various electronic mass media and the exact social aspect of Asante Culture that has been affected most. Again, the study looked at the intensity of the influence and how stakeholders would strategize measures to curtail the influences as well as the supposedly indiscipline in Asante communities. The research especially focused on the intensity of the influence of the electronic mass media, the evidence of the influence, perception and assumption of the people on electronic media on Asantes’ cultural adulteration and the responsibilities of the stakeholders to combat the societal supposedly indiscipline. The survey design was adopted for the research. The purposive sampling and simple random techniques were used to select the sample size of one hundred and forty (140) respondents, all inclusive. The major findings that came out of the study included the following: majority of the people use mobile phones more frequently than any other thing, followed by Television/Internet browsing. Some of the people also listen to radio and others. Many people imitate what they watch on Television and internet and what they hear. Many ladies uphold the wearing of trousers among some ladies overwhelmingly. It was also highlighted that marriage ordinance and funeral celebrations had also changed due to the influence of electronic mass media. It was finally seen that, chiefs, queenmothers and other stakeholders can play leading roles to combat the impact, by enacting rules, offering guidance and counseling to the youth on Asantes’ dress code, organizing durbars to showcase Asantes rich cultural heritage in the form of drama during speech and prize given days, visiting the schools with their rich regalia in their communities in order to hold back the electronic mass media influence were highly recommended.
A thesis submitted to the School of Graduate Studies, Kwame Nkrumah University of Science and Technology, Kumasi, in partial fulfilment of the requirements for the degree of Master of Arts in African Art and Culture