Celebrity culture, media and the Nigerian youth: negotiating cultural identities in a globalised world

Abstract

Globalisation often is viewed as negative because of threats to cultural identity, autonomy and integrity. Arguably, young people are more susceptible to these threats as they appear to have greater access to multiple media. In recent times, as media globalisation has steadily deepened, celebrity culture has been identified as a growing phenomenon, emerging with the rise in popular culture. The media both glamourise and glorify the lives of celebrities and this, according to research, has surprising influences on the lives of youth. This study examines, in the context of Nigeria, whether celebrity culture is being appropriated by Nigerian youth through their vicarious experiences of the media. A further aim is to establish whether such appropriation has any influence on their social behaviours and attitudes. Drawing respondents from undergraduate students at two universities in Nigeria, and employing qualitative and quantitative methodologies, the study has found that indications are rife of Western celebrity culture being perpetuated by both mainstream and alternative media, and that this is fast catching up with Nigerian youth’s cultural experiences. However, there appears to be an emerging and empowering hybridisation of African and Western cultures, as Nigerian youth negotiate their cultural identities.