Traditional media vs. New media: their impact on african cultural preservation and language maintenance

This study looks into the impact of traditional and new media on African cultural preservation and language maintenance. It aims to understand how these media platforms influence language use, cultural expression, and identity formation, particularly among different demographic groups such as the youth, rural communities, and the African diaspora, this study is grounded in two theoretical frameworks: Social Identity Theory and Media Ecology Theory. The study adopts a qualitative research approach and the methodology used was Phenomenological design. The study use focus groups to gather rich, detailed data from participants through group discussions. Purposive Sampling was employed Participants. Thematic analysis was used to analyze the data, the study examines the strengths and limitations of both traditional media (radio, television, print) and new media (social media, mobile apps, online platforms) in promoting cultural preservation. The findings reveal that while traditional media remains crucial for older generations and rural communities, new media offers dynamic ways to engage younger audiences, particularly through digital platforms that allow for the sharing of cultural content and language resources. However, the study also highlights the challenges posed by the global dominance of English and Western culture, which threatens the preservation of indigenous languages and traditions. The study concludes by recommending a hybrid approach that integrates both traditional and new media to ensure effective cultural and language preservation. It calls for more content in indigenous languages, digital platforms for cultural education, and increased investment in media infrastructure to bridge the gap between rural and urban communities.