Glocalization of Media Content: A Case Of “Kumkum Bahgya”

Abstract

The growth of new media and the attendant advantages of the liberalization of airwaves across the globe, including Ghana has led to the easy exportation of culturally oriented content from one part of the world to the other. Telenovelas is one of such successful global media texts exported the world over, with growing export to African countries. In recent trend is Ghanaian television stations indigenizing some of these telenovelas, by having local language translations of these foreign telenovelas. This study therefore, sought to observe the glocalization of media content using Kumkum Bhagya as a case. The research adopted a qualitative approach and interviewed 10 viewers of Kumkum Bhagya, using face-to-face interview technique. The findings wasshow that, viewers seek to gratify personal needs by watching localized foreign telenovela. Chiefly among these needs were; relaxation, release of stress, and entertainment. The study also found that, patience, valuing one’s life, humility, carefulness, privacy, tolerance, forgiveness, caring, positivity, and smartness were values audiences of Kumkum Bhagya have picked from watching the telenovela. From the study, many are those who are willing to watch foreign telenovelas with local language translations. The study concluded that, although indigenization of these foreign telenovelas may serve as avenues for transmission of culture and also cause behavioral change, it may also pose consequences to Ghanaian filmmakers and producers, while challenging them to be novel in adapting to this global phenomenon.