The Role of Media Communications in Developing Tourism Policy and Cross‐Cultural Communication for Peace, Security for Sustainable Tourism Industry in Africa Author: Wilson Okaka Lecturer (Communications and Environment Programmes) Kyambogo University Kampala‐(Uganda) Telephones: [Office: 256‐414‐3771775] ‐ [Mobile: 256‐078‐2588846] Email: email@example.com
Paper Presented at the 4th International Institute of Peace through Tourism (IIPT) African Conference on Peace through Tourism at Educators’ Forum, Uganda (Kampala). Organized by the International Institute for Peace through Tourism (IIPT), United States of America (USA), Held At Serena International Hotel and Conference Centre, Kampala, Uganda, May 19‐22, 2007
Abstract The objectives are :(1) to highlight the theoretical or conceptual implications of: the new media communication technologies, globalisation, and cultural contestations on the Africa’s tourism industry; ( 2) to present an overview of the current challenges of tourism policy issues and options in Africa and how they can be slowed, halted and reversed by media communications campaigns process; (3) to explain the specific pattern of media effects by the new technologies on the development of culture in the African countries; and (4) to discuss appropriate media communications technology options for promoting sustainable tourism, peace and conflict resolution , cultural competence and inter‐cultural communications in Africa .The presentation of the paper is informed by the relevant theoretical and conceptual framework, reviews of national service statistics, relevant national ICT policy documents and media communication technology data. The author argues that new media communication technologies are vital players in catalyzing local, national and global tourism business development and inter‐cultural dependency between Africa and the western world. Africa is a potential major market source of revenues for local and foreign tourism industry products and services. The loss of Africa’s market shares in the global tourism arena is attributable to its lack of competitiveness. Several marginalized languages are dying on the continent due to intolerance, cultural repression, cultural illiteracy, cultural incompetence and negative globalisation effects. Selective applications of communications technologies embody social values and are imperatives for achievement of the African millennium development goals and objectives. At the same time, these technologies have become the engine spurring the letter and spirit of global cultures with remarkable impacts on the African society today. The influence of globalisation on worldwide culture is rapidly spreading. Globalisation employs efficient and effective mass communication tools such as electronic and computerised print media to provide global knowledge using infotainment (information and entertainment), education and communication behaviour change campaign strategy. There are many patterns of spreading influence. The media has a social responsibility to promote and update knowledge. The technological evolution of the communication media contributes to the new cultural and ideological dependency. Community (media) broadcasting and satellite broadcasting has entered many African countries with or without regulatory framework. African policy makers should now focus more on the issue of technological convergence, deregulations, and public ICT policy awareness campaigns. Conceptually, there are areas where Africa’s competitiveness in sustainable tourism development can be identified and strengthened. Training, ...
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