What question did this study set out to answer?

This study aims to examine how new media influences the cultural identities of various social groups in Nigeria.

June 18, 2026

New media and indigenous cultural identities in Nigeria

Key Points

This study aims to examine how new media influences the cultural identities of various social groups in Nigeria.
Primary data was collected through focus group discussions involving 30 participants from six geo-political zones in Nigeria.
The study reviewed the dynamics of new media and its effects on digital culture.
Cultivation theory was used as a framework for analyzing new media's impact.
The penetration of new media in Nigeria is significantly high.
Social media platforms like Facebook, Instagram, and Twitter have positively and negatively impacted aspects of Nigerian culture, including religion and family life.
Recommendations include engaging new media to promote Nigerian cultures and consistent government support for cultural promotion.

Abstract

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. Key Words: Digital Culture, Culture Identity, New Media, Religion, Society JCMR Journal of Communication and Media Research, Vol. 15, No. 1, April 2023, pp. 104-117. © Association of Media and Communication Researchers of Nigeria (AMCRON). About the authors * Josiah Sabo Kente, Ph.D., is an Associate Professor and Head, Department of Mass Communication, Nasarawa State University, Keffi, Nasarawa State, Nigeria. His research interests are in Media and Society, New Media, Political Communication and Development Journalism. ** Damilare Joshua Agbele, ORCID: 0000-0002-6065-9347 is a doctoral student in the Department of Mass Communication, Bingham University, Nigeria. He has special interest in Digital Journalism, New Media, Public Relations, and Development communication. *** Desmond Onyemechi Okocha, Ph.D., ORCID - 0000-0001-5070-280X, is an Associate Professor and Head, Department of Mass Communication, Bingham University, Nasarawa State, Nigeria and Research Fellow, The University of Religions and Denominations, Iran. His research interests are in Media and Society, New Media, Corporate Communication and Digital Journalism. Article Citation Kente, J. S.; Agbele, D. J. & Okocha, D. O. (2023). New media and indigenous cultural identities in Nigeria. Journal of Communication and Media Research, 15 (1): 104-117. Full Article Words: 9,370 Pages: 14 To access full article, click on download.

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