Goge Africa: Preserving Indigenous Knowledge Innovatively through Mass Media Technology

Abstract This paper examines preservation of indigenous knowledge as a critical resource for the dissemination of information about Africa through mass media technology. Goge Africa is a Nigerian tourism and cultural television programme which uses media technology to preserve and showcase African heritage to the rest of the world. The reason for studying Goge is that it is currently the only outfit functioning as both a heritage institution and a privately owned fashion, music, and tourism company. It is based on content analysis of primary and secondary data. The primary data was obtained from four in-depth interviews conducted between the researchers and the brand manager and representative of Goge Africa as well as a face-to-face interview with the developers and hosts of Goge Africa, Isaac and Nneka Moses. Secondary data was obtained from relevant documents through an electronic search of databases. The findings reveal the innovative way the outfit has tried to preserve its heritage materials such as films, tapes, videos, and manuscripts. The challenges faced in the attempts to preserve indigenous knowledge were also revealed. Discussions suggest the need for intensive interest in the preservation of African indigenous knowledge. Preservation of indigenous knowledge should be promoted in all virtual communities and educational systems. It is recommended that governments and heritage institutions should commence plans to promote the preservation of indigenous knowledge in order to promote cultures and enhance indigenous knowledge sustainability.