Pre-Colonial Perspectives on Global Media and Cultural Representation

This study examines the evolving dynamics of global media and cultural representation through a pre-colonial lens, focusing on the impact of colonialism and the emergence of hybrid media forms. The rationale for this research is grounded in the recognition that pre-colonial communication systems, such as oral traditions and symbolic representations, were integral to shaping cultural identities, but were disrupted by colonial powers and modern global media structures. To address this, the study employs a theoretical framework combining Cultural Memory Theory (CMT) and Post-Colonial Media Theory (PCMT), offering a dual perspective on how collective memory and post-colonial identities have been mediated in global media. Using a library research approach, the study analyses historical and contemporary examples of media representation, drawing on case studies from diverse global regions such as Africa, South Asia, and the Middle East. The study argues that while global media has fostered new forms of cultural hybridity, colonial legacies persist, often reinforcing stereotypes and unequal power dynamics in media representation. In conclusion, the study argues that global media practices continue to be influenced by colonial structures of representation, but also presents opportunities for cultural re-appropriation and resistance through hybrid forms. The study recommends that modern media scholars, cultural institutions, and governments should invest in preserving and revitalising indigenous oral traditions and communication systems, among others.