AN ASSESSMENT INTO THE IMPACT OF GLOBALIZATION ON THE CUSTOMS OF INDIGENOUS PEOPLES AND CULTURAL STANDARD: A STUDY OF TWO AFRICAN COMMUNITIES NIGERIA AND GHANA

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

The world is becoming into a global village, indicating that individuals, particularly those residing in the most isolated areas, are becoming more linked (Ogunode, 2017).This removes the previously existing distance limitations. The notion of globalisation illustrates a world devoid of boundaries, ensuring the interconnectedness of countries separated by extensive geographical distances, whether hundreds or thousands of km apart. The word "globalisation" denotes the convergence of political, social, cultural, economic, and religious factors due to advancements in information and communication technologies (Aje, 2015).This has resulted in an increase in the connectivity across many countries and civilisations globally. Folashade (2020) defines "globalisation" as an expanding phenomenon characterised by intensified transcontinental flows and interaction patterns, with a deepening and widening of their effect. In contemporary society, globalisation compels countries to embrace a cultural norm that is not native to them. This cultural imperialism, masquerading as globalisation, imposes Western ideas on African populations, sometimes overlooked in discussions of poverty, to enhance economic prosperity (Salima and Abassi, 2022). American values and products are consistently showcased and marketed to Africans through films, television programs, alluring advertisements, music, and other culturally incongruous content that is unfamiliar to African traditions but is progressively infiltrating their culture (Navdeep, 2021). 

Globalisation results from several processes within social theory, particularly as a reaction to traditional perspectives like modernisation theory. Both tendencies have engendered globalisation. According to Olaniyi and Ajala (2016), while economic and political problems are very significant, cultural matters and theories that attract the greatest societal attention pertain specifically to culture. A culture is an acquired assemblage of shared interpretations of ideas, values, and norms that shape the actions of a relatively large group of individuals. Culture is a result of social heritage (Ajayi, 2017). 

Culture is not a hereditary trait but rather a characteristic gained via education. According to Ogunode (2017), cultural globalisation is defined as the incorporation of other cultures into African culture and the replacement of African social structures with those of other cultures. Cultural globalisation has engendered a psychopathic obsession and craving for foreign films, products, cuisine, lifestyles, music, attitudes, and behaviours that are alien to the African community. This phenomenon has precipitated unparalleled inequity across Africa, influenced individual behaviours in various ways, and compelled many to embrace a lifestyle marked by self-interest, selfishness, and individualism (Daramola & Oyinade, 2015). 

Numerous studies indicate that the African continent has not benefited from globalisation, exacerbating the issue of poverty within the region. They believed that globalisation was the principal factor contributing to the underdevelopment in Africa (Aje, 2015). The cultural renaissance of the African experience results from the modern cultural development shaped by the contacts between Africans and Westerners over the historical periods of colonialism and globalisation. This transformation has necessitated a cultural reconstruction of the African experience. This cultural connection has led to forced acculturation, jeopardising the rich cultural heritage of Africa and placing it at risk of impending extinction. Due to the effect of industrialised economies on local culture, several African countries, like Nigeria and Ghana, exhibit a predilection for the cultural habits characteristic of wealthy nations. The researcher is therefore motivated to investigate the impact of globalization on the customs of indigenous peoples and cultural standard using two African communities Nigeria and Ghana as a case study.

1.2 Statement of the Problem

A multitude of cultures worldwide have seen significant changes due to the phenomenon of globalisation, affecting cultural norms, practices, and traditions (Ajayi, 2017). Indigenous populations are particularly vulnerable to the effects of globalisation due to their distinct cultural heritage and traditional practices. Researchers such Navdeep (2021), Ajayi (2017), Udenze (2019), and Salima and Abassi (2022) have all confirmed in their studies that globalisation has significantly influenced the countries under examination. The research indicate that the cultures, customs, and traditions of the examined nations have modernised due to the population's robust acceptance of globalisation. 

Adewale (2017), Ukpere (2021), Amadife (2021), and Olaniyi and Ajala (2016) are among the researchers who have observed this pattern. The scholars have shown that globalisation continues to influence the cultural dynamics of African culture. Although the aforementioned scholars have extensively explored how globalisation impacts culture and cultural norms in African nations regarding media, religion, language, and other aspects, there has been a paucity of research on its influence on cultural attire, festivals, food preferences, medicinal practices, and rituals within African communities. Hence, this study seeks to investigate the impact of globalization on the customs of indigenous peoples and cultural standard using two African communities Nigeria and Ghana as a case study.

1.3 Objectives of the Research

The broad objective of this study is to investigate the impact of globalization on the customs of indigenous peoples and cultural standard using two African communities Nigeria and Ghana as a case study. Other specific objectives are to:

Therefore the objectives of this study will be to:

Examine the disruptive impact of globalization on the customs and cultural standards of Akan indigenous people of Ghana and Igbo indigenous people of Nigeria.

Assess how the Akan indigenous people of Ghana and Igbo indigenous people of Nigeria are responding to the changes in their customs and cultural standards.

Examine how the Akan indigenous people of Ghana and Igbo indigenous people of Nigeria can leverage on the positive aspects of globalization and still preserve their cultural heritage and identity.

1.4 Research Questions

The following research questions guide this study:

What is the disruptive impact of globalization on the customs and cultural standards of Akan indigenous people of Ghana and Igbo indigenous people of Nigeria?

How are the Akan indigenous people of Ghana and Igbo indigenous people of Nigeria responding to the changes in their customs and cultural standards?

How can the Akan indigenous people of Ghana and Igbo indigenous people of Nigeria leverage on the positive aspects of globalization and still preserve their cultural heritage and identity?

1.5 Significance of the Study

Researching the impact of globalisation on the customs of indigenous people and cultural standards in Nigeria and Ghana has both theoretical and practical significance:

Theoretical Significance:

Investigating how globalisation impacts indigenous communities helps us to confirm globalisation theories such as the cultural erosion theory by Herbert Schiller (1976) and George Gerbner (1969), and the global cultural flow theory by Arjun Appadurai (1996). The cultural erosion theory posits that globalisation, and more specifically the predominance of Western ideals and media, might result in the progressive erosion or displacement of indigenous cultures. Gerbner (1969) and Schiller (1976) propose that it is possible for significant cultural forces, which frequently originate from the West, to come to dominate and supplant the customs and traditions of a particular region.

Also, the global cultural flow theory assumes that globalisation causes the deterritorialization of culture, which means that it breaks down conventional boundaries and makes it possible for cultural components to flow over political and geographical barriers. The five dimensions of global cultural flow that Appadurai specifies are as follows: ethnoscapes, which refer to the movement of people; mediascapes, which refer to the flow of media; technoscapes, which refer to global configurations of technology; financescapes, which refer to the movement of money; and ideoscapes, which refer to the flow of political ideas (Appadurai, 1996). Furthermore, cultural flows are not unidirectional; rather, they are impacted by the intricate interactions that take place between the local and the global (Appadurai, 1996). Researchers can better comprehend how local cultures, economies, and social systems interact with global forces.

Practical Significance:

The research will inform policy decisions concerning cultural preservation and indigenous people's rights. Governments and groups can create culturally responsive policies that protect indigenous customs and promote cultural diversity. Understanding how globalisation affects indigenous communities may help create sustainable and culturally appropriate development strategies. It will help the community thrive without compromising cultural values and customs. The findings can also inform globalization-related indigenous customs preservation initiatives. This includes reviving traditional customs, education, and cultural interaction. The intercultural connection between indigenous communities and the greater community may be facilitated by these insights. By revealing the importance of global cultural diversity and indigenous people's rights, it may affect diplomatic relations. Finally, this study will serve as a reference for students, scholars, and researchers who may want to explore this topic or a related one.

1.6 Scope of the Study

This study focuses to examine the disruptive impact of globalization on the customs and cultural standards of Akan indigenous people of Ghana and Igbo indigenous people of Nigeria (in areas of their cultural attire and adornment, festivals, medicinal practices, and food preference), assess how the Akan indigenous people of Ghana and Igbo indigenous people of Nigeria are responding to the changes in their customs and cultural standards, and examine how the Akan indigenous people of Ghana and Igbo indigenous people of Nigeria can leverage on the positive aspects of globalization and still preserve their cultural heritage and identity. Since this study focuses on only two African communities that is Nigeria and Ghana which we cannot cover as a whole in this study.

 Geographically, this study will be delimited to only two indigenous people (i.e Akan indigenous people of Ghana and Igbo indigenous people of Nigeria) from both countries.

1.7 Methodological Approach

Qualitative research was used. Data will be collected via primary and secondary sources. Interviews will provide the major source. Two research assistants will help the researcher interview indigenous Ghanaian Akan and Nigerian Igbo people. The collected data will be compared to secondary data. Comprehensively reviewing pertinent articles, books, and journals is secondary source analysis. For this study, the researcher used secondary research to review earlier writings. A literature matrix will analyse how well the principal authors of published articles have examined the study's aims. The secondary strategy is justified since it evaluates available material, including books, journals, websites, articles, and other resources, to obtain correct and reliable information (Keusch, 2015). Furthermore, it provides more recent information. The method collects large volumes of original research data. The secondary approach is also more accessible to researchers due to its lower cost and time (Keusch, 2015). Google Scholar, CINAHL, and Open Library were searched for historical research data. The search included books, articles, journals, newspapers, respectable websites, and other relevant and reliable sources with high-quality data.

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