Cross-Fertilization of Indigenous Media and New Media for Development Journalism in Africa: Consequences and Challenges for Nigeria

Abstract

This work cross examined the chance, consequences and challenges of crossfertilizing indigenous media with new media for the purpose of practicing development journalism in Africa with reference to the Nigeria society. The call to cross-fertilize indigenous media and new media has been on the front burner since 1980’s even though the why, who to do the mixture, how, when and for what purpose has not been emphasized. Thus, this, paper which theoretical construct is anchored on the agenda-setting, development media and technological determinism theories, scrutinized the nature and significance of indigenous media and new media and established that the development journalist is responsible for the mix in Africa through the practice of development journalism. Since no nation can develop using only technologies developed by other countries, the mix becomes a good option. The author encapsulate this in a proposed model which capture the entire essence of crossfertilization of indigenous media and new media for the practice of development journalism in Africa and urged all those concerned to use the model as a guide to overcome any challenges and possible consequences that may arise as a result of the
blend once the government and other stakeholders provide the enabling environment and infrastructur.

Keywords: Africa, Cross-fertilization, Development Journalism, Indigenous media, Media integration, New Media, Nigeria