Language use and the media: preserving the African values

Abstract

African culture is functionally linked to the popular media forms - radio, television and the press since they play a significant role in their struggles against colonialism and exploitation. Since time immemorial, the media have helped to rescue, incorporate, preserve and mediate elements which serve the interests of the African society. These interests include not only the people's aspirations, but also those factors which define their beliefs, expressions and historical cultural development in general. This study explores the role of the media in communication and preservation of African values. The study calls for more media content programmes that will help promote and preserve the African values.