AN EVALUATION OF HOW GLOBALIZATION AFFECTS THE TRADITIONS AND CULTURAL NORMS OF INDIGENOUS PEOPLES: A COMPARATIVE STUDY OF TWO AFRICAN COMMUNITIES IN NIGERIA AND GHANA

CHAPTER ONE INTRODUCTION 1.1 Background of the Study The world is increasingly becoming a global village, which means that even people living in remote locations are now more interconnected than ever before (Ogunode, 2017). This trend has effectively erased the barriers once imposed by physical distance. The concept of globalisation reflects a world without boundaries, where countries, even if separated by hundreds or thousands of kilometres, are now closely linked through various channels. Globalisation is understood as the fusion of political, social, cultural, economic, and religious elements, driven largely by developments in information and communication technology (Aje, 2015). This has significantly enhanced global connectivity and interactions among nations and cultures. According to Folashade (2020), globalisation is an expanding process characterized by increasing cross-border flows and more intricate patterns of interaction, with growing intensity and influence. In today's world, globalisation pressures countries to adopt foreign cultural practices, which are often far removed from their native traditions. This process, often referred to as cultural imperialism, disguises itself as globalisation while promoting Western ideologies across Africa, sometimes being overlooked in poverty discussions but promoted as a pathway to economic development (Salima & Abassi, 2022). American values and products are prominently displayed and marketed to Africans through movies, television, catchy advertisements, music, and other forms of content that are foreign to African culture, yet are steadily infiltrating and influencing it (Navdeep, 2021). Globalisation has emerged from various processes within social theory, particularly in response to classical frameworks like modernisation theory. Both of these have contributed to the current state of globalisation. As noted by Olaniyi and Ajala (2016), although economic and political dimensions are important, cultural issues tend to attract the most attention in society. Culture refers to the set of learned shared meanings, values, and norms that shape the behaviour of large groups of people. It is part of a society’s inherited social fabric (Ajayi, 2017). Culture is not biologically inherited but is rather learned through social interaction and education. Ogunode (2017) defines cultural globalisation as the blending of foreign cultural elements into African traditions, often resulting in the replacement of traditional African structures with foreign ones. This fusion has led to an intense fascination with foreign entertainment, goods, cuisines, lifestyles, music, and behaviour patterns that do not align with African values. Consequently, this has contributed to increased inequality across the continent and has encouraged self-centredness, materialism, and individualism (Daramola & Oyinade, 2015). Numerous academic works point out that Africa has not enjoyed significant benefits from globalisation. On the contrary, it has worsened poverty in many parts of the continent. Some scholars argue that globalisation is a key factor contributing to Africa’s underdevelopment (Aje, 2015). The cultural transformation of Africa has been heavily influenced by its interactions with the West during both colonial times and the ongoing era of globalisation. These interactions have led to a need for cultural reconstruction, as forced acculturation threatens Africa’s rich cultural heritage, placing it at risk of extinction. The influence of industrialised nations on African societies has also led countries like Nigeria and Ghana to adopt cultural habits associated with wealthier nations. This situation has inspired the researcher to explore how globalisation is impacting the traditional customs and cultural standards of indigenous communities in Africa, with specific focus on Nigeria and Ghana as case studies. 1.2 Statement of the Problem Globalisation has caused widespread cultural transformation around the world, especially affecting the norms, values, and practices of indigenous populations (Ajayi, 2017). Indigenous communities, due to their unique customs and traditions, are particularly susceptible to the pressures and influences brought by globalisation. Scholars like Navdeep (2021), Ajayi (2017), Udenze (2019), and Salima and Abassi (2022) have all provided evidence that globalisation has greatly influenced the countries under review. Their studies show that the cultures, customs, and traditions in these nations have evolved due to strong acceptance and adaptation of globalised practices. Further supporting this view, researchers such as Adewale (2017), Ukpere (2021), Amadife (2021), and Olaniyi and Ajala (2016) have also noted the ongoing transformation in African cultural dynamics as a result of globalisation. While previous studies have extensively examined the effects of globalisation on aspects such as media, religion, and language, there remains a noticeable gap in research concerning how it has affected cultural elements such as traditional clothing, festivals, food choices, medicinal practices, and rituals. Thus, this research intends to address this gap by investigating how globalisation has influenced the customs and cultural standards of indigenous communities in Ghana and Nigeria. 1.3 Objectives of the Research The main aim of this study is to examine the influence of globalisation on the traditional customs and cultural standards of indigenous peoples, using the Akan community of Ghana and the Igbo community of Nigeria as case studies. The specific objectives are: i. To examine how globalisation has disrupted the customs and cultural standards of the Akan people of Ghana and the Igbo people of Nigeria. ii. To assess the responses of these two indigenous communities to the changing cultural landscape brought about by globalisation. iii. To explore how these communities can adopt beneficial aspects of globalisation while preserving their unique cultural identities and heritage. 1.4 Research Questions This study will be guided by the following research questions: i. What are the disruptive effects of globalisation on the customs and cultural standards of the Akan and Igbo indigenous peoples? ii. How are the Akan and Igbo communities adapting to the cultural changes brought by globalisation? iii. How can these indigenous communities retain their cultural heritage while also benefiting from the positive aspects of globalisation? 1.5 Significance of the Study This study holds both theoretical and practical importance regarding how globalisation affects indigenous customs and cultural norms in Ghana and Nigeria. Theoretical Significance: This research contributes to the broader understanding of globalisation theories, such as the Cultural Erosion Theory proposed by Herbert Schiller (1976) and George Gerbner (1969), and the Global Cultural Flow Theory developed by Arjun Appadurai (1996). The Cultural Erosion Theory argues that globalisation, particularly through Western media dominance, gradually displaces local cultural traditions. Schiller and Gerbner both suggest that Western cultural forces often overpower and eventually replace the indigenous practices of other regions. Appadurai’s Global Cultural Flow Theory emphasizes that globalisation breaks down traditional cultural boundaries and allows cultural elements to flow across nations. The theory includes five key dimensions: Ethnoscapes (movement of people) Mediascapes (media flow) Technoscapes (technological exchange) Financescapes (economic movement), and Ideoscapes (political idea dissemination) These theories provide a framework for understanding the dynamic interaction between local cultures and global influences. Practical Significance: This study offers valuable insights for policymakers involved in cultural preservation and the protection of indigenous rights. It can help guide the formulation of policies that are culturally sensitive and that maintain traditional values while embracing necessary development. Understanding how globalisation influences indigenous customs will also aid in designing culturally sustainable development strategies that respect the traditions of local communities. Moreover, the findings can inform efforts to revive and preserve indigenous customs through education, community engagement, and cultural exchange. The results may also enhance intercultural communication and understanding, strengthening relationships between indigenous and broader communities. Additionally, it may influence international relations by highlighting the importance of protecting cultural diversity and indigenous rights. Lastly, this research will be a valuable resource for students, academics, and future researchers interested in similar studies. 1.6 Scope of the Study This study is centered on examining how globalisation has disrupted traditional customs and cultural standards among the Akan people of Ghana and the Igbo people of Nigeria. The focus will specifically cover changes in cultural dress and adornment, traditional festivals, healing and medicinal practices, and food preferences. Given that the study focuses only on two African countries—Ghana and Nigeria—it will not attempt to cover the entirety of these nations. Instead, the research will be geographically limited to the Akan people in Ghana and the Igbo people in Nigeria. 1.7 Methodological Approach A qualitative research approach was employed for this study. Data collection involved both primary and secondary sources. The primary data will be collected through interviews, which will be conducted by the researcher with assistance from two trained research aides. These interviews will involve members of the Akan community in Ghana and the Igbo community in Nigeria. The secondary data will be gathered through an extensive review of existing literature, including books, journal articles, and other relevant publications. This will allow for a comparative analysis between the primary data and existing research findings. The researcher will use a literature matrix to critically evaluate how previous scholars have addressed the study’s objectives. Secondary research is appropriate here as it allows for the analysis of existing, reliable sources—such as academic journals, books, and reputable websites—to obtain accurate and up-to-date information (Keusch, 2015). It also provides access to large amounts of data and is more cost-effective and time-efficient than primary research. Research databases like Google Scholar, CINAHL, and Open Library will be utilised to gather materials. Sources will include peer-reviewed journals, articles, historical documents, newspapers, and other credible references that contribute to a deeper understanding of the study topic.