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.
Vol. 4, No 4, pp. 8-18.