Big Brother Nigeria, Contemporary Youth Culture, and the Question of Nigeria’s Sustainable Future

Abstract Big Brother Naija , Nigeria’s localization of the international Big Brother Franchise, is the most subscribed reality show among the Nigerian youth. This is due to its explicit eroticism and lucrative rewards. The show is controversial as the libertine population believes in it while spiritual devotees and culture moralists see the show as social corruption. This study therefore explores the social implications of open eroticism and profligacy on the impressionable youth as this concerns Nigeria’s future sustainability. The research is guided by qualitative research principles and Diana Leat’s conception of Social Change Theory emphasizing culture as pivotal in progressive societal changes. The researcher relied on native intuition for research assertions and digital platforms for accessing videos and commentaries on the reality show. The paper opines that Nigerian youth’s repudiation of due process is injurious to the country’s future. Urgent government’s interventions are inevitable in redirecting the orientation of the Nigerian youth.