New media audience and sexuality issues in big brother naija.

The new media effectively plays the role of speedily conveying media content to various online communities, and this internet technology also allows for the storage and retrieval of content. The organizers of Big Brother Naija (BBN) appear to have leveraged this facility to interact with the audience of the reality show in the most profound manner in the Nigerian media ecosystem. Adopting John Locke's Empiricist Reflection Theory (ERT), the article uses quantitative and qualitative research methods to examine if coders (the new media audience) perceived the promotion of nudity, illicit sex, inordinate kisses, and vulgarity in the 2018 edition of the Big Brother Naija (BBN), codenamed "Double Wahala." A checklist of 72 internal consistency reliability was used to obtain the quantitative data while the data were analyzed using simple percentages and a pie chart. This was complemented by qualitative research modalities of historical-analytic and document observation methods. The study found that the participants and organizers have, for economic reasons, thrown caution on morality and values to the wind with the outcome of actual sexual intercourse among the participants amounting to 52% among other studied variables. The conclusion reached is that the organizers of the program should redesign it to promote wholesome entertainment, education, and enlightenment of the audience, especially the youth in Nigeria.