American Media, American Mind: Media Impact on Nigerians’ Perceptions

Omotayo O. Banjo, Dirichi Umunna


Global media effects and audience reception scholarship has dismissed African populations as valuable to knowledge building and theoretical development in the study of media impact. Through a neocolonial lens of cultural imperialism, this study examines the perceived influence of American media on shaping Nigerians’ views of America and their own nation. In addition, this study considers the potential impact of developing Nigerian transnational media industries on how Nigerians see themselves in relation to the United States. Findings reveal a bias toward American media and derision of their own nation comparatively regardless of Nigeria’s transnational success or social media’s presentations of U.S. realities.


Globalization, neocolonialism, cultural imperialism, media effects, Nigeria

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