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The Contribution of Modern Media
to Promotion of Healthy Family Life

 

 

Gilbert A. Okoronkwo

  BIO

Remarks to The World Congress of Families V, Amsterdam, Netherlands, 11 August 2009

Challenge

An Ashanti maxim from Ghana says; “If power is for sale, sell your mother to obtain it. Once you have the power there are several ways of getting her back  (Tufuo, P.26).1  The issue here is that the wellbeing of any society depends on the health of the family because it is where life begins and also the building block of any community, tribe, nation and the entire world. So, to rescue our world from the prevailing decaying environment we must start from the family because once the family is rescued then it can fix the rest of the problem. This paper will focus on the young African family within the Francophone sub-Saharan countries.

Extended Family

The popular statement that describes the core of African culture: “I am because we are” is better demonstrated in the unique fusion of the family and the community. The family is the community and the community is the family. So the African family is more than the nuclear family of father, mother and children. “Anyone, with whom one shares blood ties, whether close or distant, is regarded as part of one’s family. Thus a family includes brothers and sisters, uncles and aunts, cousins and nephews, as far back as anyone can remember”. (Soro Soungalo, P.2006)2 The attachment to this extended family structure therefore affects every aspect of the individual’s choice and decision in life like who to marry, how to solve problems in the family and even religious affiliations. You can also observe that extension in the composition of many of the mainline church denominations in different African countries whereby particular ethnic groups will tend to form the majority of a particular church or denomination due to ethnic identity. 

The reason for the extended family system is that it tends to build within the community a sense of solidarity and unity among members of the family or community. While this is a source of strength within the culture it can also become a weakness when it begins to deny people their individual rights like the right to choose whom to marry and run one’s nuclear family without frequent interference of parents, in-laws and other members of the community.  It also runs into a problem as it confronts the modern day development and urban realities like education that emphasizes individual success and excellence, employment based on merit than family or community affiliation, important decisions in urban centers which must be taken alone by the nuclear family who lives far away from the family or community support. The struggle therefore to remain loyal to the community and at the same time maintain ones individual identity and right in today’s developed global village poses a real conflict to the African family.

Tradition

Although the extended family system in Africa is supposed to strengthen the family through its solidarity and corporate responsibility of the community to the family but that is not always the case in African traditional homes. In fact some traditions render the core of family structure which is the union between the husband and wife weak through some practices. The Christian religion, for example,  recognizes that the core foundation of marriage is based on the unity of the man and his wife, “For this reason a man will leave his father and mother and be united to his wife, and they will become one flesh”, (Genesis 2:24). Based on that it concludes with the statement, “Therefore what God has joined together, let man not separate”, (Matthew 19:6). This is like today’s legal system which gives power and recognition to the nuclear family comprising the man, his wife and children. As an entity, the children belong to the man as much as to the woman and receive instructions, education, love and protection from both parents. However, some of the African traditional concept of family does not subscribe to this idea of nuclear unity in the family. 

“Among the Senoufo of Cote d’Ivoire, for example, the wife is called ‘the foreigner’ by her husband’s parents and must avoid speaking his name out of respect and shame. When the wife dies in a location distant from her place of origin, no matter how far away that may be, her remains will be transported back to her village, to her own people.” (Soro Soungalo, Page 12).2 This undermines the proper integration of the family as a unity where the mother of the man or even his brother exerts more authority in the home than the wife and children. In this kind of situation it is observed that, “Some traditions regard the children as the offspring of the father and not the mother. She is simply the woman who has borne the children for him (a kind of baby machine). In matriarchal traditions, the children are recognized as belonging solely to the mother. Neither system regards the children as belonging equally to both parents. Either the man or the woman can feel wronged or slighted in the training (discipline) of the children.” (Soro Soungalo, Page 12)2.

In either of the two traditions mentioned the children suffer irreparable damages in their upbringing because they are neglected by either party of the parents or left on their own to figure out how to survive in today’s harsh and cruel society. They are caught within the conflict between their family’s traditional system and the reality of the modern world where they depend on the love, protection and support of both parents for their survival. Because of this conflict, some of them slip out from the family to the street and become street children that eventually turn into armed robbers, prostitutes and drug addicts. Even those who remain in the family grow up with complexes that eventually manifest later into various conflicts in their own marriages. This kind of experience perpetuates disorder in the subsequent families with various serious consequences.

Marriage

The decision of who to marry, which is fundamental to the success or failure of the marriage, is in many instances influenced by the parents. In some cases the children are forced into a marriage already arranged for them without their approval. It does not matter whether they like it or not. People are molded by the tradition that they don’t even realize how that overrides their religious beliefs. It is common to hear people say “we don’t do it this way in our tribe or culture” meaning that they see their tribe or culture as the basis for their decisions and actions. Whilst the extended family system is good in many ways especially in supporting the couple in times of difficulty, it should not deny the couple their God given right to make their own plans and decisions unique to them as individuals in today’s world.

Taboo

With the problem of tradition and marriage follows taboo. These are actions or foods prohibited in some cultures. It is believed that anyone who breaks any of these taboos will incur the wrath of the gods and ancestors. For example, both the Akans in Ghana and the Igbos in Nigeria consider it a taboo for a man to have sexual relations with his sister. (Ernestina Afriyie, Page 159).2 In the same way it was also considered a taboo to discuss openly anything pertaining to sex before children. Passage of rites or initiation rites was one major way of educating the youth on sexual matters in African family in the past although it is still practiced in some countries until today. It is a rite of passage from childhood or teenage hood to adulthood. The initiates are taken through a series of teachings to usher them into responsible adult life including sexual matters in the family. One of the disadvantages of this practice is the use of one knife to circumcise all the males which can lead to the transfer of HIV virus from one person to the rest due to non sterilization of the object of circumcision. The other is the female genital mutilation which is traumatizing, to say the least. (Judith Milasi, Page 101)2. Because children who live in the cities have no other way of acquiring sex education today like others in the village, they depend on whatever they can get from schools, pornographic publications and videos to learn sex matters and practice. With such dangerous and limited information because it was forbidden to discuss this with the parents in the family, young couples enter into marriage with little or no knowledge of their sexual life thereby preparing the ground for a lot of conflicts in the family after marriage. Those who are not married yet but are becoming sexually active begin to practice with sex from what they get on television, pornographic materials and friends leading to many undesirable teenage pregnancies, abortions and illegitimate children who later end up on the streets.  

Poverty

There is also the affliction of poverty. According to Stephen Adei (Wealth and Poverty, Page 762)2 “half of those in sub-Saharan Africa live on less than US $1.00 a day. Many are poor because we live in a world where injustice and a skewed economic order mean they lack access to education, land and other means of improving their material conditions.” (Stephen Adei, Page 762)2.  Whilst the families may not have much control over the natural causes of poverty they could be better if manmade ones are minimized. For example, the displacement of families due to civil crisis uproots them from their homes where they have access to basic farming for feeding their families. With displacement follows other vices like corruption, rape, immorality, violence and different types of sicknesses. In this type of situation the boys turn into ‘child soldiers’ and aggressors while the girls do anything outside the home from house-help to street hawking  just to make a living to support the rest of the family. This lifestyle destroys the very fabrics of the family. Another form of displacement is the migration of many family heads—the father to the city to look for employment. Many of them become unfaithful to their wives while in the city and end up contracting dangerous sexual diseases like HIV/AIDS that will in turn infect the wife whenever he visits her in the village. Some of the children as young as 10 to 12 years old migrate also to the city to look for money to support their parents and siblings in the village. Without proper parental guidance and protection many of them find themselves involved in violent gangs and network of drug and child traffickers.

Divorce

High divorce rate is one the dire consequences of these conflicts in the family. Without the benefit of in-depth research in Africa we can see what is happening in other continents where there are already research results and use them to deduce what is going on also in Africa. The Barna Research result, (Internet)6 on the divorce rate across the Christian and non Christian families in the USA portray some alarming facts. It wouldn’t be surprising  if we find the same pattern of result in Africa because despite people’s claim to be conservatives in their different religions, their traditional or cultural foundations still dominates their actions and decisions which manifests in conflict within the new family structure driven by development and new life style today.

According to this survey,

25% of all American adults have had at least one divorce

27% of born-again Christians have had at least one divorce

24% of all non-born-again Christians have been divorced

21% of atheists have been divorced

21% of Catholics and Lutherans have been divorced

24% of Mormons have been divorced

25% of mainstream Protestants have been divorced

29% of Baptists have been divorced

24% of nondenominational, independent Protestants have been divorced

Media Influence on the Family

Even without the benefit of research as Barna research group’s on divorce, it is a common knowledge that the rate of divorce has increased today more than it was a decade or two ago. The question is what could be the driving force behind this development? One of the factors is the rapid development of mass media that uses slick advertisements, captivating entertainment programs, music and other forms of media to show the young families the new life styles and mode of today. This creates expectations and desires that are sometimes not easy to realize thereby ending up in frustrations and other strange behaviors. Looking to another research on media influence on the American audience,(Internet)5 we see that media influence on the family starts from the little children to other members of the family. Here are some results of the research.

1. 66% of children's programming had violence.

2. 46% of all television violence identified by the study took place in children's cartoons.

3. The average child spends approximately 28 hours a week watching television, which is twice as much time as they spend in school.

4. The average American child will witness over 200,000 acts of violence on television including 16,000 murders before age 18.

5. A study of population data for various countries showed homicide rates doubling within the 10 to 15 years after the introduction of television, even though television was introduced at different times in each site examined.

6. Longitudinal studies tracking viewing habits and behavior patterns of a single individual found that 8-year-old boys, who viewed the most violent programs growing up, were the most likely to engage in aggressive and delinquent behavior by age 18 and serious criminal behavior by age 30.

7. Studies suggest that higher rates of television viewing are correlated with increased tobacco usage, increased alcohol intake and younger onset of sexual activity.

8. Potential adverse effects of excessive exposure to media include: increased violent behavior; obesity, decreased physical activity and fitness, increased cholesterol levels and sodium intake; repetitive strain injury (video computer games); insomnia; photic seizures; impaired school performance; increased sexual activity and use of tobacco and alcohol; decreased attention span; decreased family communication; desensitization; excess consumer focus.

It is clear from these studies that media affects the family’s behavioral pattern from children to parents.

The power and presence of media with its influence on the family is so real in Africa today as observed by Louise M. Bourgault in “The Mass Media in Sub Saharan Africa”.  Even with poverty, it is not uncommon to see many television antennae and sometimes satellite dishes on the roofs of the slum houses in Abidjan city of Cote d’Ivoire. The same thing applies to the proliferation of mobile phones. There are “cabine Telephonique” on almost every street of Abidjan, where one can make his call for as little as 100 francs (US$ 0.2) per minute. In the same way, there are “Cyber cafes” and video clubs on almost every street corner where young people pay very little for internet services, video games and movies.

In a research done by MRI, Michigan, USA on behalf of 3XM and PEMA/ACT in Ivory Coast and Togo in 2009,  it confirmed in its report for Togo that: 7

1. The most prevalent communications technology in people's homes in Togo is the radio, mobile phones, television sets and audio cassette players.

2. 18.7% of the respondents  indicated that they were Internet-users.

3. In some of the age groups, radio, TV and the mobile telephone are used more than even word of mouth.

4. 81.7% of the respondents reported that they did watch television. Obviously, many people watch television in places other than their own homes.

5. 72.8% of those who had seen “Miel Mortel”—MM, said their behavior had changed as a result of watching the program.

This research was done to find out the penetration and impact of ACT’s television program MM on the audience in Togo. MM is aimed to sensitize the youth about the danger of AIDS, how to avoid infection and live a healthy life style.  The program is broadcast weekly in Togo and in eleven other countries. The target is the youth.

We received over 6281 responses from viewers in Cote d’Ivoire alone from January to June 2009 on impact of the program in their lives.  Out of these contacts, 2,412 affirmed their decision to do HIV test, 1,082 decided to change their behavior and adopt either abstinence from sex before marriage or faithfulness as prevention methods against HIV/AIDS infection, 976 persons committed their lives to the Lordship of Jesus Christ and 1,816 needed more counseling for different needs related to their families and HIV/AIDS. 

Dosso, a 30 year old Muslim male from Cote d’Ivoire wrote: “I was struck by the truth that emanates from the program.  It shows that HIV is indeed real.  I didn’t pay much attention to it before, but now, I am convinced.  I also noticed within the program the Christian connotation.  As a result of your program, I went to do my HIV test with the woman I am living with: we are both HIV negative.” Another viewer Mr. Louis, wrote: “As I watch your program, I was struck by one advice which your presenter gave, that PLWHA should not be abandoned.  On the contrary, they need support.  In fact, I am HIV positive myself.   Since I learnt of my condition, I stopped all behaviors that might infect others and can face it due to my auntie’s support.  Also, I fully give myself to my job and that helps me to forget that I am HIV positive because I live like anyone else.”

When people saw the impact of “Miel Mortel”, broadcast on the national television station in Cote d’Ivoire many community centers, church youth groups, schools and colleges began to approach ACT to project the films in their places. We not only did that, but also conducted HIV test program on the spot at the centers; in collaboration with authorized mobile clinics. Between October 2008 and June 2009, we had sensitized 4330 youths with “Miel  Mortel” films. Over 2516 did their HIV tests and 36 were found positive. Out of this 2745 people decided to abstain from any sexual activity before marriage and 1084 declared their decision to remain faithful to their spouses. From the test results we were able to identify sections of the city that had more infected youth and targeted them for intense sensitization activity. The plan is to cover the youth centers and colleges in Abidjan and beyond by 2011.

Considering the powerful effect of Television in changing people’s lives “Africa Christian Television”—ACT” decided to tackle the family issues with television. ACT, known also as “Proclamation de l’Evangile par les medias en Afrique—PEMA”, is based in Abidjan, Cote d’Ivoire. With a well equipped television studio and skilled team of production staff, ACT started to produce and broadcast on the Ivorian national television station—RTI,  a family television program known in French as “Et votre Famille—EVF?” since 2001. The goal of this program was to tackle with open mind the tough issues in the young families using experienced couples to discuss the issues. After meetings with leaders of different churches and Faith Based Organizations—FBOs, a committee was established. With advice from this committee EVF program was launched in 2001.  By 2007 ACT had produced over 283 episodes on different topics related to different subjects on family issues. EVF is currently being broadcast in 9 different Francophone countries.

Mr. Bamba, a Muslim wrote after watching EVF, “I admire EVF in that it tackles issues that are often considered as taboo.  The topic on communication between husband and wife and parents and children helped me a lot because I have become more tolerant, and above all, open with my wife and children.  I still have to improve but thanks to EVF, I have started!” KAMAGATE Bruno Moussa wrote, “I appreciate your vision for the family.  We know that it is Christian, but you don’t attempt to evangelize, unlike other Christian groups. You address the real problems among the couple in the family. Since I started watching my behavior towards my wife has changed.  We have learnt to communicate between us and in the family as well.  Indeed, things have changed a lot, for the better.” Besides the television broadcast, many churches, family retreats and FBOs come to borrow EVF programs to use in their family seminars and workshops.

In conclusion, we can say confidently that television is indeed a strong medium of change of people’s lives and families within the Francophone countries in sub-Saharan Africa.

Bibliography:

1. Peter Herndon, Family Life Among the Ashanti of West Africa, Yale-New Haven Teachers Institute, 2009

2. Ademo, Tokunboh, Africa Bible Commentary, Word Alive Publishers, Nairobi, Kenya, 2006

3. Kouadio Luc P., Les 7 vertus du marriage, Arc-en- Christ, Abidjan, Cote d’Ivoire, 2003

4. Louise M. Bourgault, The Mass Media in Sub Saharan Africa, Indiana University press, Bloomington,  Indianapolis, 1995

5. Facts about Media Violence and Effects on the American Family, 2008 (internet)

6. George Barna, U.S. divorce rates for various faith groups, age groups, & geographic areas, Barna Research Group, 1999

7. Robert Fortner, Media Research Institute, Grand Rapids, Michigan, 2009

 

 

 

 

 

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