Abstract

The thrust of this paper is to assess the efficacy of establishing African Global Media channel to strike a balance in communication between Africa and the rest of the world. This paper is a reaction to the imbalance in communication flow as engineered by the global media. Global media has contributed greatly to cultural domination in Africa by Europe and the Western world. These channels of communication such as), Cable News Network (CNN), British Broadcasting Corporation (BBQ, DeutseWelle Television (DWTV) including a host of other transnational print media, transmit programmes with cultural values from Europe and America to Africa. Consequently local African media and their attempts to preserve African culture are frustrated. This paper therefore recommends African governments' committed investment in local industrialization, re-structuring information and communication industries to serve African developmental purposes and the establishment of a unified African Global Media Channels.