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In Zimbabwe, many people now prefer to speak in English instead of their mother language not knowing that this is impacting negatively on the preservation of their identity as a people.

Many people have fallen victims to the influence of social networks.  Social networks have linked people across the globe and as such it is becoming increasingly difficult to preserve one’s identity.

Social sites, like Facebook and Twitter have “taught” people what is expected of them and many people have references to make as they try to defend themselves from cultural imperialism.

Technology is evolving and people now easily adopt new cultures instead of promoting their cultures.

Executive director of Amakhosi Cultural Centre, Cont Mhlanga, said the nation is failing to define its culture hence it has become difficult for even cultural institutions to promote the nation’s cultural values.

“Lack of clarity and definition of what our culture is, is the problem we are facing as a nation in trying to promote our cultural values. This is a problem which has affected especially the youths,” he said.
The media, he said should ensure that local values are upheld. Soap operas and dramas are other means which can be used to teach and reinforce our culture as the nation.

Unfortunately the country’s economy has proved to be the hindrance in promoting the production of soaps and other theatre works.

Mhlanga bemoaned the broadcasters’ lack of culturally-guided vision.

With two broadcasting stations, the country still fails to promote local content as witnessed by more foreign content on both stations.

“In the country we have two television stations but unfortunately both of them are biased towards foreign cultures. What they are telling us is that our culture is useless.”

“One station could offer a balance between local and foreign content but the other in my view should be 100 percent local content,” said Mhlanga.

Cultural activists say broadcasting stations should support works of institutions like Amakhosi.

They say due to lack of locally produced programmes, people end up turning to foreign stations such as South Africa Broadcasting Cooperation (SABC.

Language, Mhlanga said, was a fundamental to the expression of culture.

Mhlanga said Zimbabwe was culturally diversified but its diversity was no longer seen or visible as more people were slowly adopting other cultures.

There has been an outcry from elders in society that cultural practices are slowly being eroded and being replaced by European ones.

Countries like Jamaica uphold their culture through their Reggae. Reggae defines what Jamaicans do and what their values are.

However, copying other cultures is not wrong but what is wrong is to totally forget our cultural background.

Professor Jonathan Moyo, during his time as Minister of Information and Publicity was instrumental in promoting local content at ZBC.

Some people were not happy with this move which they viewed as an attempt to deny them freedom of choice.

Bulawayo residents expressed concern over their dying culture due to lack of unity of purpose among citizens.

Miss Princess Siziba of Luveve pointed out the need for the Government to support cultural groups and institutions so that as a nation we are easily identified by our own culture.

“The Government should support our cultural institutions like Amakhosi so that we learn from them what our values are. We have completely lost our cultural values.

Some people are now speaking English and IsiZulu as their mother language and in the end the society loses its cultural identity,” said Ms Siziba.

Youths expressed different opinions as some were advocating “modifying” our culture to move with time.

Mr Forgiveness Mathobela from Njube said he admired the way South African youths behave.

“I admire how South African youths behave.  They move with time and that is what youths are expected to do,” he said.

There are several cultural groups across the country but due to lack of funding and other challenges they fail to fully share their cultural background with other citizens.

The music industry is also affected by cultural erosion. Many musicians are copying the way westerners sing.

This has resulted in the birth of urban grooves which emulates hip-hop and R&B.
Intsha Yethu, a cultural group based in Pumula aims to promote Ndebele culture among youths in Matabeleland.Some group members said the Government is not supporting them especially the Ministry of Education, Sport, Arts and Culture.

The ministry is encouraged to introduce cultural studies in schools so that pupils appreciate our cultural values.

“We are trying to support our culture but we are not getting any support from the ministry.

“We have performed at several occasions in rural areas but we need to do better and reach a large audience,” said Thabani Moyo, a group member.