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Media & Cultural Environments |
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Demise of Vernacular Media The major force responsible for the demise of vernacular media was the policies of colonists. The French were not tolerant of indigenous languages that threatened colonial languages. “The systematic sidelining of indigenous languages led to the eventual collapse of the vernacular press.” (Muluh 212) There was also an emphasis on media censorship that contributed to the liquidation of vernacular press. Subsequent governments were fearful that the people could revolt and the vernacular press could print politically sensitive material. Since the existence of vernacular censors was expensive, the government decided to quietly outlaw any vernacular media. Cameroon is made up of various tribes and they follow traditional, oral-oriented communication. “This oral tradition legacy has led to a medium shift in terms of the employment of the vernacular, from newspapers to the radio and today Cameroon is left with no vernacular newspaper worthy of name.” (Muluh 213) Since the concept of mass media in Africa is relatively modern one of the main issues with its development in countries such as Cameroon was the ‘westernization’ of society through colonization. “Westernization affected the fate of indigenous languages; Hollistically, indigenous languages were eroded and replaced with the language of the colonial masters. The colonists did publish some newspapers in local languages but only as a way to adequately convince and ‘westernize’ the colonized. When Cameroon became independent in 1960 it was struggling to determine how to self-govern for the first time. Due to the colonial rule and the divisions between north and south Cameroon there was emphasis on national unity and development. Cameroon is unique in that it is incredibly ethnically diverse with at least two hundred tribes who speak more than eighty African languages. (Tahsoh 135) In order for unity within Cameroon to be achieved it was necessary to cultivate a sound media environment. Interestingly with the attainment of independence there appeared to be development of vernacular broadcasting. Since approximately 247 indigenous languages exist in Cameroon vernacular broadcasting has been accepted as a direct translation of the english or French broadcast. “Indigenous language broadcasters over the state-owned radio stations have limited latitude and all announcements, news or information that need to be read are handing hierarchically for approval prior to broadcast.” (Muluh 221) For leaders in Cameroon during the 1960’s the best way to do deal with consolidating the press in the post-colonial time was to have the mass media owned and/or controlled by the government. The way that mass communication was organized in Cameroon at its independence with a mixed system of public and private ownership of print media and sole government ownership of broadcast media reflects the country’s colonial history. Indigenous language broadcasts are encouraged to be apolitical because they are not supposed to deal with political issues on air but are allowed to read political announcements such as the celbration of a political party, its anniversaries and meetings, but under no circumstances would campaigning be discussed on the radio. Politics is only dealt with in terms of development and rarely deals with internal politics or parties. Vernacular broadcasts in Cameroon attempts to educate the community on the government and encourage action toward issues dealing with development such as health, agriculture, education and economics.
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