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.
