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Journal of New Media and Mass Communication

March 2018, Volume 5, 1, pp 14-22

Globalization, Social Media and Imperatives in the Promotion of Nigerian Cultural Values

Charles Effiong

Charles Effiong 1

  1. Department of Theatre, Film and Carnival Studies, University of Calabar-Calabar, Nigeria 1

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on PubMed

Pages: 14-22

DOI: 10.18488/journal.91.2018.51.14.22

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Article History:

Received: 02 July, 2018
Revised: 07 September, 2018
Accepted: 10 October, 2018
Published: 01 November, 2018


Social media is undoubtedly one of the factors used in measuring the effect of globalization in the world. As countries of the world strive for sustainable development on account of the fact that the world has become compressed as a global village, communication through the use of social media has been outstanding. The promotion of different cultural values of the world has also been possible in this direction. While some countries rely on the effectiveness of the social media to fit into the globalization grid for sustainable development in terms of culture cum economy, others especially the third world seem to see globalization as an obstruction to their development. This forms the interest of this study to determine the effectiveness of promoting the Nigerian cultural values in the globalization grid through the use of social media. This is a qualitative study that describes the dependence on social media for communication purpose among the population in Calabar, Cross River State of Nigeria, and the extent to which the diffuse information globally. The submission, therefore, is that globalization is a paradigm for sustainable development of countries of the world; and based on the pervasiveness of the social media, Nigeria can positively promote her cultural values globally.
Contribution/ Originality
This paper is one of the few studies which have investigated the positives of cultural cum socio-economic relevance of globalization in developing economies like Nigeria; and has demonstrated how effective the social media can be as a factor in globalization paradigm to promote cultural values.


Globalization, Social media, Cultural values, Communication, Local Culture, Transnationalization


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This study received no specific financial support.

Competing Interests:

The author declares that there are no conflicts of interests regarding the publication of this paper.


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