The Role of Social Media in Promoting Nigerian Traditional Culture: A Case Study of TikTok Challenges

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The Role of Social Media in Promoting Nigerian Traditional Culture: A Case Study of TikTok Challenges

Abstract:

This study examines the role of social media in promoting Nigerian traditional culture, with a particular focus on TikTok challenges. Social media platforms, especially TikTok, have become powerful tools for cultural expression, enabling individuals to showcase traditional music, dance, attire, and language to a global audience. A quantitative research approach was employed, involving 250 respondents, including creators, cultural enthusiasts, and viewers, selected through stratified random sampling. Data were collected using structured questionnaires to evaluate how TikTok challenges have influenced the preservation, promotion, and global appreciation of Nigerian traditional culture.

The findings reveal that TikTok challenges significantly contribute to the promotion of Nigerian traditional culture. About 78% of respondents reported increased awareness and appreciation of cultural practices through viral challenges showcasing traditional dance styles, outfits, and folklore. Popular challenges, such as those featuring Afrobeats-inspired dance and traditional festivals, have played a pivotal role in engaging younger audiences and sparking global interest. However, concerns such as the risk of cultural appropriation, misrepresentation, and the overshadowing of lesser-known traditions were noted as challenges to cultural preservation.

The study concludes that TikTok serves as an effective platform for promoting Nigerian traditional culture, fostering cultural pride, and reaching a global audience. It recommends partnerships between cultural organizations and digital creators, as well as initiatives to ensure the authenticity and inclusivity of content representing Nigeria’s diverse cultural heritage.

Chapter One: Introduction

1.1 Background of the Study

The preservation and promotion of traditional culture remain pivotal in maintaining a society’s identity, especially in the face of globalization and technological advancements. In Nigeria, a country with over 250 ethnic groups and a rich tapestry of cultural heritage, the challenge lies in ensuring these traditions remain relevant in the digital age. Social media platforms, particularly TikTok, have emerged as powerful tools for cultural expression and promotion.

TikTok, a short-form video platform, has gained massive popularity among Nigerian youths, offering an engaging medium for showcasing cultural heritage. Through creative challenges, dances, and storytelling, users are reinterpreting traditional practices in ways that appeal to both local and global audiences. The platform’s user-friendly interface and vast reach make it an effective channel for preserving cultural narratives and promoting them in innovative formats.

Traditional Nigerian dances, attire, proverbs, and music have found new life on TikTok, where creators adapt them to modern trends while retaining their authenticity. For instance, challenges that feature traditional dance moves or reenactments of cultural festivals have gained widespread attention, fostering a sense of pride and connection to heritage among participants. Additionally, these videos often go viral, attracting viewers from around the world and enhancing global awareness of Nigerian traditions.

The role of TikTok in cultural promotion is not without challenges. Critics argue that the commercialization and entertainment-driven nature of social media may dilute the authenticity of traditional practices. Furthermore, there are concerns about misrepresentation and the potential loss of deeper cultural significance as traditions are adapted for digital consumption. Despite these challenges, TikTok remains a platform with immense potential for cultural advocacy and preservation.

By leveraging TikTok, individuals and organizations are not only celebrating Nigeria’s rich cultural diversity but also fostering intergenerational dialogue. Younger generations, who might otherwise have limited exposure to traditional practices, are engaging with these elements in dynamic and interactive ways. This has led to a resurgence of interest in cultural heritage among Nigerian youth.

In exploring the intersection of social media and culture, this study focuses on TikTok challenges as a case study. It examines how these challenges promote Nigerian traditional culture, the impact they have on cultural awareness, and the challenges faced in utilizing social media for cultural advocacy. The findings aim to provide insights into how digital platforms can serve as tools for cultural preservation and innovation.

1.2 Statement of the Problem

The advent of social media has introduced new opportunities for cultural promotion, yet it has also posed significant challenges to the preservation of traditional practices. While TikTok has enabled the celebration of Nigerian culture through creative content, the platform’s entertainment-driven nature raises concerns about the authenticity and depth of cultural representation.

One issue is the oversimplification of complex cultural traditions to fit into short, viral videos. Many traditional practices, which are deeply rooted in history and carry significant symbolic meaning, risk being reduced to surface-level entertainment. This poses a threat to the integrity and preservation of these traditions.

Another challenge is the digital divide in Nigeria, which limits access to platforms like TikTok for many individuals in rural areas. As a result, the representation of Nigerian culture on social media may lack inclusivity, favoring urban perspectives and modernized interpretations over more traditional viewpoints.

These challenges underscore the need for a nuanced understanding of how TikTok can be utilized effectively for cultural promotion. By examining the role of TikTok challenges in promoting Nigerian traditional culture, this study seeks to address these gaps and explore strategies for maximizing the platform’s potential while mitigating its limitations.

1.3 Objectives of the Study

General Objective:
To explore the role of TikTok in promoting Nigerian traditional culture through social media challenges.

Specific Objectives:

1. To examine the types of TikTok challenges that feature Nigerian traditional culture.
2. To analyze the impact of TikTok challenges on cultural awareness among Nigerian youth.
3. To assess the role of TikTok in fostering global appreciation for Nigerian traditions.
4. To identify the challenges associated with using TikTok for cultural promotion.
5. To recommend strategies for leveraging TikTok to preserve and promote Nigerian traditional culture effectively.

1.4 Research Questions

1. What types of TikTok challenges showcase Nigerian traditional culture?
2. How do TikTok challenges influence cultural awareness among Nigerian youth?
3. In what ways does TikTok contribute to global appreciation of Nigerian traditions?
4. What challenges are associated with using TikTok for cultural promotion?
5. How can TikTok be effectively utilized to preserve and promote Nigerian traditional culture?

1.5 Significance of the Study

This study holds significance for multiple stakeholders. First, it contributes to academic knowledge by exploring the intersection of social media and cultural preservation in the Nigerian context. By focusing on TikTok challenges, the research provides a novel perspective on how digital platforms can influence cultural dynamics.

Second, the study offers practical insights for cultural advocates and policymakers. Understanding the role of TikTok in promoting traditional culture can inform strategies for leveraging social media as a tool for cultural preservation, particularly among younger generations.

Third, the findings benefit content creators and influencers by highlighting best practices for representing Nigerian culture authentically and responsibly. By understanding the impact of their content, creators can contribute to cultural promotion while maintaining the integrity of traditional practices.

Fourth, the study has implications for global cultural diplomacy. By examining how TikTok challenges foster international appreciation of Nigerian traditions, the research underscores the potential of social media to enhance cross-cultural understanding and collaboration.

Finally, this research addresses broader societal concerns about cultural erosion in the digital age. By identifying the opportunities and challenges of using TikTok for cultural promotion, the study provides valuable insights into balancing innovation with preservation.

1.6 Scope of the Study

This study focuses on the use of TikTok for promoting Nigerian traditional culture, with a specific emphasis on social media challenges that showcase cultural elements such as dance, music, attire, and festivals. The research examines the period from 2020 to 2023, a timeframe that marks significant growth in TikTok usage among Nigerian youth.

The scope is limited to the analysis of TikTok challenges and does not include other social media platforms or non-digital methods of cultural promotion. While the study highlights key trends and impacts, it does not provide an exhaustive analysis of all cultural elements represented on TikTok.

1.7 Operational Definition of Terms

Digital Media: Online platforms and tools used for creating, sharing, and consuming content.

TikTok: A social media platform that allows users to create and share short-form videos, often accompanied by music or challenges.

Cultural Promotion: Activities aimed at showcasing, celebrating, and preserving a society’s cultural heritage.

TikTok Challenges: Creative prompts or themes on TikTok that encourage users to produce and share related content.

Traditional Culture: The customs, beliefs, practices, and values passed down through generations within a society.

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