PERSPECTIVES OF MEDIA PRODUCERS AND CULTURAL CRITICS ON GLOCALISATION AND CULTURAL DIVERSITY IN NIGERIAN ENTERTAINMENTINDUSTRY
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Date
2025-12-31
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Nigerian Journal of Communication Review
Abstract
The study explored the implications of glocalisation for Nigeria's cultural multiplicity, through the
lens of Robertson's glocalisation theory. It conceptualised local and global cultural dynamics as
mutually constitutive which are informed by viewpoints on cultural hybridity. The study
investigated how Nigerian entertainment industry navigates between local culture and global
tradition. To investigate the perspectives of media producers and cultural critics, the study
conducted in-depth interviews with a purposive sample of 12 Nigerian television and film
producers and cultural critics across southwest, north central and southeast regions (Lagos, Abuja,
Enugu). A systematic thematic approach was used for the data analysis. Findings from the study
revealed media practitioners used localisation strategies to glocalise global contents, thereby
producing hybrid cultural contents. Informants observed the existence of both opportunities (local
adaptation, creative hybridity) as well as challenges (likely commodification, urban bias) in the
process of glocalisation. Key themes from the findings were that cultural hybridity, marginalisation
of rural and minority voices in favour of urban tastes, and platform capitalism where digital
distribution further centralises media power. Additionally, findings revealed conflicts of cultural
innovation and preservation among producers amidst global pressures of adopting current trends.
The study therefore recommended that local stories and contents be sourced from rural
communities to counter urban bias of glocalisation.
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Citation
4. Shaibu, A. J. & Ayanwale, E.O. (2025). Perspectives of Media Producers and Cultural Critics on Glocalization and Cultural Diversity in Nigerian Entertainment Industry. Nigerian Journal of Communication Review, 4(4). Published by the Department of Mass Communication, Edo State University, Uzairue, Edo State, Nigeria. https://ncommreview.com