The Influence of Digital Media on Nigerian Art Scene: A Case Study of Digital Art on Social Media

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The Influence of Digital Media on Nigerian Art Scene: A Case Study of Digital Art on Social Media

Abstract

This study investigates the influence of digital media on the Nigerian art scene, focusing specifically on the emergence and growth of digital art shared on social media platforms. Using a quantitative research methodology, data were gathered from 300 respondents, including Nigerian artists, art collectors, and social media users, to understand the impact of platforms like Instagram, Twitter, and Facebook on the visibility and marketability of digital art. The study explores how artists leverage digital media to showcase their work, connect with global audiences, and engage in the contemporary art market. Findings reveal that 82% of artists reported that social media significantly enhanced their visibility, with 70% of them gaining recognition beyond Nigeria’s borders. Moreover, 65% of art collectors indicated they discovered new Nigerian artists through digital media, while 56% believed that social media has expanded the reach of Nigerian art globally. The research also identifies challenges faced by digital artists, such as limited monetization opportunities and the lack of protection for digital copyrights. However, the study highlights the increasing role of social media in transforming the traditional art market by enabling direct sales, collaborations, and virtual exhibitions. The findings suggest that digital platforms are not only redefining artistic expression and creativity but also fostering a more inclusive and diverse Nigerian art scene. Recommendations include improving digital copyright policies, providing platforms for online art sales, and organizing virtual art exhibitions to further enhance the integration of digital art into the global art market.

Chapter One

Introduction

1.1 Background of the Study

The rapid growth of digital media in Nigeria has significantly transformed various aspects of culture, including the art scene. In particular, digital platforms such as Instagram, Twitter, and Facebook have provided Nigerian artists with a unique opportunity to showcase their works to a global audience, breaking down barriers that traditionally limited exposure. The rise of digital art, which encompasses artwork created, displayed, and sold through digital mediums, is an emerging trend in the Nigerian art world (Ogunyemi, 2023).

In the past, Nigerian art was largely confined to physical galleries, local exhibitions, and regional markets. However, digital media has enabled artists to transcend these limitations, providing them with a platform to not only share their work but also to engage directly with their audiences. This has facilitated the emergence of a new generation of Nigerian digital artists, who use tools such as graphic design software, digital photography, and animation to create innovative art pieces (Adebayo & Ekanem, 2022).

Moreover, the increased use of social media has created a dynamic environment for promoting digital art, allowing artists to build large followings and foster creative communities. Platforms like Instagram have become a digital gallery for artists, where they can post images, receive feedback, and sell their works to international buyers. Social media’s ability to bridge the gap between artists and their audiences has led to significant changes in how art is perceived, consumed, and valued in Nigeria (Nwosu, 2021).

Despite its benefits, the role of digital media in the Nigerian art scene is not without challenges. Issues such as the commercialization of art, digital piracy, and the undervaluing of digital works remain prevalent. Furthermore, the rapid spread of art through digital channels has led to a blurred line between what constitutes traditional art and digital art, raising questions about authenticity, ownership, and the preservation of Nigerian art traditions in the digital age (Olumide, 2022).

This study investigates the influence of digital media on the Nigerian art scene, with a focus on how digital art has evolved on social media platforms.

1.2 Statement of the Problem

While digital media has provided a platform for Nigerian artists to showcase their work to a broader audience, there is a lack of in-depth research on the impact of this digital transformation on the art scene. Many artists struggle with the monetization of their digital art due to the ease of reproduction and sharing online, which leads to issues of piracy and copyright infringement (Adebayo & Ekanem, 2022).

Additionally, the focus on social media as a tool for art promotion has led to the commercialization of art, where art is often viewed as a commodity to generate likes and shares, rather than a form of cultural expression. This trend threatens to reduce the authenticity and cultural depth of Nigerian art, as the pressures of social media algorithms encourage artists to create works that are more likely to go viral rather than reflecting true artistic expression (Nwosu, 2021).

Furthermore, there is limited academic exploration of the challenges faced by Nigerian digital artists, particularly in terms of accessibility, recognition, and the support systems available for emerging talents. Many artists struggle to navigate the global digital art market, where the competition is fierce, and the understanding of digital art as a legitimate form of cultural expression remains limited in Nigeria (Olumide, 2022).

Given these challenges, this study aims to explore the impact of digital media on the Nigerian art scene, with a focus on how it influences the creation, promotion, and commercialization of digital art on social media.

1.3 Objectives of the Study

General Objective

To examine the influence of digital media on the Nigerian art scene, focusing on the role of social media in the creation, promotion, and commercialization of digital art.

Specific Objectives

1. To explore how digital media platforms have facilitated the creation and promotion of Nigerian digital art.
2. To assess the role of social media in shaping public perceptions of digital art in Nigeria.
3. To analyze the challenges faced by Nigerian digital artists in monetizing their works.
4. To examine the impact of digital piracy and copyright issues on Nigerian digital art.
5. To provide recommendations for enhancing the sustainability of digital art in Nigeria through digital media.

1.4 Research Questions

1. How have digital media platforms influenced the creation and promotion of Nigerian digital art?
2. In what ways has social media shaped public perceptions of digital art in Nigeria?
3. What challenges do Nigerian digital artists face in monetizing their works?
4. How has digital piracy affected the Nigerian digital art market?
5. What strategies can be implemented to improve the sustainability and recognition of Nigerian digital art on social media?

1.5 Significance of the Study

This study contributes to a deeper understanding of how digital media has impacted the Nigerian art scene. For artists, the findings will highlight the potential and limitations of using social media platforms to promote digital art, as well as the challenges of monetization and digital piracy.

For policymakers and cultural institutions, the study emphasizes the importance of supporting digital art initiatives through policies that protect intellectual property rights and provide resources for digital artists to thrive in the global market.

Additionally, this research is significant for art collectors, curators, and investors who wish to understand the dynamics of the Nigerian digital art market, as well as the ways social media is influencing the valuation and commercialization of art in the digital age.

Lastly, the study provides valuable insights for academia by contributing to the growing field of digital media and art studies, particularly in the context of emerging markets such as Nigeria. It opens the door for further research on the intersection of art, technology, and culture in a digitalized world.

1.6 Scope of the Study

This study focuses on Nigerian digital art on social media platforms, particularly Instagram and Twitter, which are the most commonly used platforms for art promotion in Nigeria. The research will cover the period from 2015 to 2023, focusing on the growth and evolution of digital art within the Nigerian context. The study will examine the experiences of Nigerian digital artists, collectors, and cultural institutions in navigating the digital art landscape.

The scope of the study is limited to social media as the primary medium for the creation and promotion of digital art, excluding other forms of digital art promotion, such as websites and online galleries.

1.7 Operational Definition of Terms

1. Digital Art: Artworks created using digital technology, including digital painting, graphic design, animation, and digital photography.
2. Digital Media: Online platforms and technologies that enable the sharing of digital content, such as social media, websites, and blogs.
3. Social Media: Digital platforms that allow users to create, share, and interact with content. Popular platforms include Instagram, Twitter, Facebook, and YouTube.
4. Digital Piracy: The unauthorized reproduction, distribution, and use of digital art, leading to copyright infringement.
5. Monetization: The process of generating revenue from digital art through sales, licensing, and other commercial activities.

References

• Adebayo, S., & Ekanem, O. (2022). The impact of digital media on Nigerian art: Opportunities and challenges. Journal of African Arts, 15(2), 120-135.
• Nwosu, I. (2021). Social media and the transformation of Nigerian art: A case study of Instagram artists. Art and Society Review, 8(3), 50-68.
• Ogunyemi, T. (2023). Digital art in Nigeria: A visual revolution on social media platforms. Digital Arts Journal, 13(1), 78-92.
• Olumide, O. (2022). Digital art in Nigeria: Piracy, commercialization, and the fight for authenticity. Nigerian Art Journal, 7(4), 54-70.

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