1.1 Introduction
Digital media refers to digitized content that can be transmitted over the internet or computer networks, including websites, social media platforms, mobile applications, audio, video, and multimedia formats. It has revolutionized the way information is created, shared, and consumed globally, enabling individuals and institutions to reach broader audiences with minimal physical limitations (Kaplan & Haenlein, 2010). Nigeria is a country endowed with immense cultural diversity, boasting over 250 ethnic groups, each with its own unique traditions, languages, dances, festivals, crafts, and historical narratives. These cultural elements form the bedrock of the nation's identity, pride, and tourism appeal. The promotion and preservation of these cultural assets are crucial, not only for national cohesion and historical continuity but also for fostering economic opportunities through tourism and international cultural exchange (Eze, 2020).
As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Research hypothesis and questions, Limitation of the study and Definition of terms.
1.2 Background of the Study
In recent years, the evolution of digital technology has provided new avenues for promoting cultural heritage in ways that are interactive, accessible, and engaging. Through platforms such as YouTube, Instagram, TikTok, blogs, and institutional websites, cultural stories, images, music, and events can now be archived and distributed globally in real-time. This transformation opens up enormous possibilities for countries like Nigeria to amplify their cultural narratives, attract tourists, and educate younger generations on their indigenous heritage. However, the effective use of digital media for cultural promotion in Nigeria is still constrained by several challenges including poor digital infrastructure, limited funding, lack of skilled personnel, and minimal strategic integration by key cultural agencies. The Nigerian Tourism Board, as a governmental body mandated to promote tourism and cultural awareness, plays a pivotal role in showcasing the country's heritage. Nevertheless, there is growing concern about the extent to which this organization leverages digital media tools to fulfill its mandate effectively.
According to Eze (2020), Nigeria is one of the most culturally rich countries in Africa, with over 250 ethnic groups, each possessing its own distinct language, customs, and artistic expressions. However, he reported that despite this wealth of heritage, there has been a gradual erosion of cultural values due to globalization, Western influence, and insufficient efforts in cultural education and promotion. In this context, digital media emerges as a strategic tool for the revitalization and dissemination of indigenous culture to both local and international audiences.
Digital media involves the use of digital technologies such as the internet, social media, mobile applications, virtual reality, and digital archives to store, share, and communicate information. Oyelude (2022) asserted that digital platforms like YouTube, Instagram, Facebook, and cultural websites have become powerful channels through which nations promote their unique identities. She stated that these platforms not only help in preserving cultural practices through visual and audio documentation but also create immersive experiences that attract tourists, scholars, and young audiences who are often disengaged from traditional media.
Okonkwo (2021) affirmed that in countries with thriving tourism sectors, digital media is a critical tool for branding and cultural storytelling. He contended that countries that effectively use digital platforms are more likely to gain visibility in global tourism markets and attract cultural investments. However, he also reported that Nigeria's cultural and tourism institutions are yet to fully exploit the potential of digital media, partly due to limited funding, weak digital infrastructure, and lack of coherent content strategies (Okonkwo, 2021).
The Nigerian Tourism Board, tasked with promoting tourism and cultural awareness, plays a central role in showcasing Nigeria's rich heritage to the world. Yet, scholars have raised concerns about the Board's capacity and strategies for using digital platforms to fulfill its mandate. Adetoro (2019) stated that while some cultural festivals and events have found their way online, the lack of consistent and professional digital engagement weakens their reach and impact. Similarly, Uche (2018) asserted that the gap between traditional cultural preservation efforts and modern digital communication tools must be bridged if Nigeria is to remain culturally relevant in the digital age. This study is set against the backdrop of these emerging concerns and opportunities surrounding the role of digital media in promoting Nigerian cultural heritage, using the Nigerian Tourism Board as a case study.
1.3 Statement of Problems
Investigation revealed that many cultural agencies lack the technical expertise, digital infrastructure, or innovative content strategies required to appeal to both local and global audiences. As a result, valuable aspects of Nigeria's intangible cultural assets remain underrepresented or inaccurately portrayed online. There is also an observable gap in the integration of local languages and indigenous storytelling styles into digital platforms, which reduces the authenticity and emotional appeal of cultural narratives shared via these media.
On the other hand, globalization and Western media dominance threaten to overshadow indigenous cultures, making it easier for younger generations to align with foreign values while gradually detaching from their roots. Inadequate funding, policy lapses, and insufficient collaboration between media professionals and cultural stakeholders further exacerbate the challenge, leading to a lack of continuity and digital archiving of cultural practices.
Furthermore, while digital media is supposed to foster inclusive access to cultural information, the digital divide in Nigeria still prevents many rural and marginalized communities from participating in the digital cultural space. It is against this backdrop that this study seeks to examine the role of digital media in promoting Nigerian cultural heritage, using the Nigerian Tourism Board as a case study.
1.4 Aim and Objectives of the Study
The aim of this research is to assess the effectiveness of digital media in promoting Nigerian cultural heritage through the operations of the Nigerian Tourism Board. The specific objectives of this study are:
- To examine the extent to which the Nigerian Tourism Board uses digital media in cultural promotion.
- To identify the challenges faced by the Board in implementing digital strategies for cultural heritage promotion.
- To evaluate the impact of digital media on public awareness and appreciation of Nigerian culture.
- To recommend strategies for enhancing digital media utilization in cultural preservation and promotion.
1.5 Significance of the Study
It is believed that at the completion of the study, the findings will serve as a valuable resource for media practitioners, digital content creators, and tourism stakeholders who seek to leverage technology in advancing cultural image locally and internationally. Furthermore, this study will inform educators and students in communication, and tourism management by presenting relevant case data and analysis.
Academically, the research will add to existing literature on the intersection of media, culture, and tourism, and will encourage further research into the use of emerging technologies such as virtual reality and artificial intelligence for cultural preservation.
Lastly, the research study will serve as a blueprint for other developing nations seeking to harness the power of digital media in safeguarding and promoting their cultural heritage in the digital age.
1.6 Research Questions
The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:
- To what extent does the Nigerian Tourism Board utilize digital media for cultural promotion?
- What are the major challenges faced by the Nigerian Tourism Board in using digital media for promoting cultural heritage?
- How has digital media influenced public awareness and appreciation of Nigerian cultural heritage?
- What strategies can improve the effectiveness of digital media in promoting Nigerian cultural values?
1.7 Research Hypotheses
In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.
Hypothesis One
- H0: The use of digital media does not significantly enhance the promotion of Nigerian cultural heritage by the Nigerian Tourism Board.
- H1: The use of digital media significantly enhances the promotion of Nigerian cultural heritage by the Nigerian Tourism Board.
Hypothesis Two
- H0: Challenges such as inadequate funding and poor infrastructure does not affect the effective use of digital media for cultural promotion.
- H1: Challenges such as inadequate funding and poor infrastructure affect the effective use of digital media for cultural promotion.
Hypothesis Three
- H0: Digital media usage negatively influences public awareness and engagement with Nigerian culture.
- H1: Digital media usage positively influences public awareness and engagement with Nigerian culture.
1.8 Scope of the Study
This study focuses on the role of digital media in promoting Nigerian cultural heritage using the Nigerian Tourism Board (NTB) as a case study. The geographical scope is limited to NTB's operations within Abuja, Nigeria, which houses the NTB headquarters and coordinates national tourism and cultural initiatives.
1.9 Limitations of the Study
During the course of this study, there were some problems encountered which stood as limitations to the research work. Some of the limitations include:
- Time Constraint: The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
- Financial Constraint: Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
- Initial Cooperation Delay from Respondents: A particular limitation of this work came as a result of the respondent refusal to offer their cooperation at the initial time they were contacted. This contributed in making the success of this research study difficult.
1.10 Definition of Terms
Digital Media: Refers to content distributed through digital devices and platforms, including websites, social media, and mobile applications, used for communication and cultural promotion (Kaplan & Haenlein, 2010).
Cultural Heritage: The legacy of physical artifacts and intangible attributes passed down from previous generations, encompassing language, tradition, music, festivals, and art (UNESCO, 2003).
Promotion: The act of making something known or appealing to the public. In this context, it refers to increasing awareness of Nigerian culture through digital means (Eze, 2020).
Nigerian Tourism Board (NTB): A government agency responsible for promoting tourism and cultural development in Nigeria, also known as the Nigerian Tourism Development Corporation (NTDC).
Digital Preservation: The use of technology to maintain and provide access to cultural artifacts and knowledge for future generations (Adetoro, 2019).
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