The African New Media Digital Revolution: Some Selected Cases from Nigeria

Abstract

Technological transformations are an inevitable part of globalisation, most often associated with the democratisation of societies and, therefore, opportunities for interactions and access to information that are free from geographical, institutional, and cultural boundaries. Africa, like the rest of the world, has participated in the global new media digital revolution. However, unlike Western countries, Africa has taken a very indigenous approach, mixed with integration and conflicts, to the adoption of information and communication technologies. This approach is often associated with authentic culture and creativity. This is certainly the case for modern Nigeria, where Internet connectivity, reliance on mobile technology, and use of social media networks have revolutionised the media landscape, specifically impacting on businesses and consumer experiences.

The ways in which new media and digital technology have shaped new business practices and experiences of successful and influential African digital businesses have not received much attention in the academic literature. This chapter triangulates three different but interconnected phenomena: it provides a historical timeline of media evolution in sub-Saharan Africa, discusses the democratisation of media and the legitimate status of newest media, and assesses technological and micro entrepreneurship in Nigeria. The empirical part of this chapter explores the experiences of Nigerian new media business players, emphasising their adaptive strategies to global business practices but also the organisational mindset that differentiates these businesses.