THE IMPACT OF SOCIAL MEDIA ON THE PROMOTION OF NIGERIAN ART (A CASE STUDY OF SOCIETY OF NIGERIAN ARTISTS, ABUJA)

CHAPTER ONE

INTRODUCTION

1.1       Background to the Study

Art embodies the tangible elements of culture and serves as a medium to express one's innermost thoughts while simultaneously conveying those feelings to the outside world (Oyinloye, 2006). In this Nigerian context, art is also a social tool which can be used to express ideas and pass information across different sections of society. In order to gain a comprehensive understanding of the history and culture of a people, it is essential to engage with their artistic expressions. While art is recognized worldwide as a universal language, a thorough examination of art appreciation in Nigeria requires a recognition of the distinctiveness of its diverse artistic traditions, which serve as a foundation for contemporary artistic practices (Onuchukwu, 2021).

Nigeria's artistic traditions span a wide range of forms, including wood carvings, pottery work, mud sculpture, paintings, body and wall decoration, calabash designs, mat and cloth weaving, metalwork, brass and bronze, terracotta and beadwork, all common throughout the country . It is important to recognize that traditional art in Nigeria is not created solely for aesthetic reasons; Rather, it is functional art that is closely interwoven with people's daily lives (Onuchukwu, 2001).

Nigeria's artistic heritage can be traced back to the period between 500 B.C. BC and 200 AD, characterized by the creation of Nok terracotta sculptures. Recent studies show that Nigeria, among other sub-Saharan African countries, is home to a diverse range of high-quality artworks made from durable materials and various media (Onuchukwu, 2021). By and large, the traditional appreciation of art has been an individualistic process. Sometimes they have to put efforts and give a thought to what they see in order to maximize the perceived value of an item. Such engagement was reserved only for the select who could afford it, physiologically, intellectually, and institutionally, to engage in art. In the context of art history, institutions dedicated to art consumption – such as galleries, art fairs and biennials – acted as gatekeepers, determining which works of art would receive recognition and endure in collective memory (Nnenna, 2024).

Social media has revolutionized the promotion and distribution of art in recent years, particularly in Nigeria. New technologies of the digital age can allow the display of artworks to be accomplished over vast distances where they would be effectively impossible in the age before; making them much more accessible. Social media is hence a form of enabler within this context and can be characterized to eliminate geographical barriers to a very large extent. As mobile Internet grows more popular, people in different regions are liberated from the cultural context formerly imposed on them, allowing them to explore more artistic works on an international level (Nnenna, 2024).

Artists and art lovers are increasingly using social media platforms such as Instagram, Twitter and Facebook to showcase their creations, engage with audiences and participate in substantive discussions about art and culture. This digital transformation has significantly transformed the conventional art scene, providing Nigerian artists with unprecedented opportunities to engage with global audiences while encouraging local interactions (Ogunyemi, 2021).

The integration of social media into the arts sector has democratized art in a way that allows other people to be heard, as well as the select few who invest capital in art. While it may have been difficult for many of these artists to gain recognition in more traditional galleries, a large number of Nigerian artists are now gaining much more public attention through their online presence. Moreso, social media provides artists with the ability to instantly share their stories and creative processes with the public (Ijeoma, 2022). This forms a greater bond, which is more often than not, is more impactful than the usual exhibits. This evolution has culminated to the development of an active online community. This social platform enables independent artists to create their brands and market themselves without the influence of traditional authorities.

Social media acts as an important medium for cultural exchange and facilitates collaboration and exchange of ideas between artists from different nations. For example, online art challenges and community projects are becoming increasingly popular, creating a sense of community between Nigerian artists and their international counterparts. Nwosu (2020) emphasizes that such interactions can raise the profile of Nigerian art internationally and enable local artists to connect with global trends while maintaining their distinct cultural identities. This lively exchange contributes to the enrichment of both local and international art landscapes. Social media's explosive growth in the arts sector does, however, come with some drawbacks, including the possibility of cultural narratives being misrepresented and an abundance of content.

According to Akintoye (2023), while these platforms allow for artistic expression, they also demand critical involvement from artists and audiences to ensure authenticity and cultural integrity. As the digital landscape changes, it is important to evaluate the advantages and challenges social media presents for the development of Nigerian art.

 

1.2       Statement of the Problem

The rise of social media has significantly altered the landscape of art promotion in Nigeria, presenting both opportunities and challenges for artists. While platforms like Instagram and Twitter facilitate greater visibility for Nigerian art, they also contribute to an oversaturation of content, making it increasingly difficult for individual artists to stand out in a crowded digital marketplace. According to Ogunyemi (2021), the vast array of artistic expressions available online can dilute the unique cultural narratives that Nigerian artists strive to convey, leading to potential misrepresentation and commodification of their work. As a result, there is a pressing need to examine how social media impacts the authenticity and cultural integrity of Nigerian art promotion.

Additionally, the rapid proliferation of social media has shifted the dynamics of audience engagement, often prioritizing trends and viral content over substantive artistic discourse. This trend can undermine the depth of appreciation for Nigerian art and its cultural significance, as audiences may be more inclined to engage with easily digestible content rather than exploring the nuanced narratives behind the artworks. Nwosu (2020) emphasizes that while social media can enhance connectivity, it can also lead to superficial interactions that fail to foster meaningful appreciation for the rich diversity of Nigerian artistic expressions. Addressing these issues is crucial for understanding the implications of social media on the promotion of Nigerian art and for developing strategies that support authentic artistic representation in the digital age.Top of Form

 

 

1.3 Objectives of the Study

The main objective of the study is to examine the impact of social media on the promotion of Nigerian art. Specific objectives of the study are:

1.  To assess the extent to which social media platforms have contributed to the increased visibility and reach of Nigerian art globally.
2. To examine the effectiveness of social media marketing strategies in promoting the sales of Nigerian art, both domestically and internationally.
   1.  To investigate the challenges and opportunities faced by Nigerian artists in leveraging social media for the promotion of their work.

1.4 Research Questions

To guide the study and achieve the objectives of the study, the following research questions were formulated:

1.   What are the most popular social media platforms used by Nigerian artists to showcase and promote their work, and why are these platforms preferred?
2. How have social media platforms influenced the perception and appreciation of Nigerian art among domestic and international audiences?
3. What are the key factors that contribute to the success of social media campaigns in promoting Nigerian art, and what are the common pitfalls to avoid?

1.5 Research Hypothesis

The following research hypothesis was developed and tested for the study:

Ho: Social media has no significant impact on the promotion of Nigerian art in terms of visibility, audience engagement, and cultural representation.

1.6 Significance of the Study

The study is important for many reasons. The following are the major stakeholders this paper through its practical and theoretical implications and findings will be of great significance:

Firstly, the paper will benefit major stakeholders and policy makers in the Fine and Applied Arts sector. The various analysis, findings and discussions outlined in this paper will serve as a guide in enabling major positive changes in the industry and sub-sectors.

Secondly, the paper is also beneficial to the organizations used for the research. Since first hand data was gotten and analysed from the organization, they stand a chance to benefit directly from the findings of the study in respect to their various organizations. These findings will fast track growth and enable productivity in the organisations used as a case study.

Finally, the paper will serve as a guide to other researchers willing to research further into the subject matter. Through the conclusions, limitations and gaps identified in the subject matter, other student and independent researchers can have a well laid foundation to conduct further studies.

1.7 Scope of the Study

The study is delimited to Society of Nigerian Artists, Abuja. Findings and recommendations from the study reflects the views and opinions of respondents sampled in the area. It may not reflect the entire picture in the population.

1.8 Limitations of the Study

The major limitations of the research study are time, financial constraints and delays from respondents. The researcher had difficulties combining lectures with field work. Financial constraints in form of getting adequate funds and sponsors to print questionnaires, hold Focus group discussions and logistics was recorded. Finally, respondents were a bit reluctant in filling questionnaires and submitting them on time. This delayed the project work a bit.

1.9 Organization of the Study

The study is made up of five (5) Chapters. Chapter one of the study gives a general introduction to the subject matter, background to the problem as well as a detailed problem statement of the research. This chapter also sets the objectives of the paper in motion detailing out the significance and scope of the paper.

Chapter Two of the paper entails the review of related literature with regards to corporate governance and integrated reporting. This chapter outlines the conceptual reviews, theoretical reviews and empirical reviews of the study.

Chapter Three centers on the methodologies applied in the study. A more detailed explanation of the research design, population of the study, sample size and technique, data collection method and analysis is discussed in this chapter.

Chapter Four highlights data analysis and interpretation giving the readers a thorough room for the discussion of the practical and theoretical implications of data analyzed in the study.

Chapter Five outlines the findings, conclusions and recommendations of the study. Based on objectives set out, the researcher concludes the paper by answering all research questions set out in the study.

1.10 Definition of Terms

1.  Social Media

 Digital platforms that enable users to create, share, and interact with content, facilitating communication and collaboration among individuals and communities. Examples include Facebook, Instagram, Twitter, and TikTok.

2.  Nigerian Art

A broad term encompassing various forms of artistic expression originating from Nigeria, including traditional art (like sculptures and textiles), contemporary visual arts, literature, music, and performance arts, reflecting the country's diverse cultures and histories.

3.  Promotion

 The activities and strategies used to increase awareness, visibility, and engagement with art or artists, including marketing efforts, exhibitions, social media campaigns, and community outreach.

4.  Digital Marketing

 The practice of using online platforms and tools to promote products or services, including social media advertising, content creation, search engine optimization (SEO), and email marketing, tailored to reach specific audiences.

5.  Cultural Exchange

 The process of sharing and experiencing different cultural practices and expressions, often facilitated by social media, which allows artists to reach global audiences and engage with diverse perspectives.

6.  Influencer Marketing

 A strategy that involves partnering with individuals who have a significant following on social media to promote products, services, or art, leveraging their reach to enhance visibility and credibility.

7.  Art Community

 A network of artists, collectors, critics, and art enthusiasts who engage with and support one another, often facilitated by online platforms where they can share work, critique, and collaborate on projects.

 

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