New media and indigenous cultural identities in Nigeria

Abstract

New media is a channel of mass communication mediated through internet-enabled computerised devices and dedicated applications/websites. Social media platforms and blogs are the prominent platforms of the new media and they continue to permeate the Nigerian society. The new media is a frontrunner in the actualisation of the ‘global village’ ideology; thus, it has notably influenced the construction and evolution of the way of life of social groups and their indigenous identities. This study is hinged on the cultivation theory, and sets out to examine the impact of new media on cultural identities in Nigeria. The study reviewed the meaning of culture, the dynamics of new media, digital culture and its catalysing effects on the Nigerian society. Primary data was generated through Focus Group Discussion which comprised 30 discussants from the six geo-political zones in Nigeria. Findings showed that the penetration of new media in Nigeria is high and that the platforms, such as blogs and social media applications, such as Facebook, Instagram, Telegram and Twitter have impacted on aspects of the Nigerian cultures, such as religion, education, family life and cultural values, favourably and otherwise. The study noted that new media should be embraced and positively engaged to promote the Nigerian cultures. The study recommended that deliberate and conscious efforts should be made by major cultural stakeholders, especially parents, entertainment industry and opinion leaders in the transmission of the Nigerian cultures to the younger generation. Finally, the Nigerian governments should also be consistent in their approaches to the promotion of culture, regardless of changes in administrations.