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The controversy surrounding the potential influence of globalization and the application of Information and Communication Technology (ICT) tools on indigenous cultures continues to generate heated arguments. This is partly because cultural debates always raise emotions. Perhaps, this controversy may have been based on the experience of other cultures other than Nigeria. This study, which is presented in this book, therefore, evaluated the perception of Nigerian media professionals on the issue of globalization and its impact on indigenous cultures. The study used technological determinism, phenomenistic and individual differences theories as the models of analysis. This book in essence, helps to refocus the dominant debate on cultural globalization and its impact on local societies. The book therefore targets students and scholars of African universities especially and media/cultural theorists in general; in their quest to theorize Africa from the clutches of cultural ethnocentrism to relativism and thus prepare the continent to face the reality of cultural globalization in this and other emerging centuries.

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Dr. Nnamdi T. Ekeanyanwu is a communication scholar, journalist and researcher. He obtained his first,second and doctorate degrees in International Communication. He is the current Ag.Head, Department of Mass Communication, Covenant University, Nigeria. Dr. Ekeanyanwu has published widely in reputable international journals and outlets.

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