Africa Facts Zone

We conducted a study to investigate the benefits of BBNaija live stream for Nigeria, beyond its entertainment value. We wanted to test how BBNaija live stream has improved the portrayal of Nigeria’s image abroad. Our findings suggest that the show promotes Nigeria’s culture, and ultimately the foreign policy goal of fostering the goodwill of people in Africa and beyond.

BBNaija is aired by DSTV, a South African satellite television company, and beamed live to an audience in 49 African states. Despite criticisms, the show remains popular among young people in Nigeria and beyond. Using feedback from social media platforms, such as Facebook and Twitter, we gauged the popularity of BBNaija live stream among young people. Young people are engaged online, regularly sharing comments, hot-takes and highlights of the show via social media.

The popularity of BBNaija live stream abroad is enough for it to be considered Nigeria’s most effective public relations campaign. This is because, for the duration of the show, international viewers are drawn in by the drama, while receiving exposure to local cultural elements. From music, to lifestyle and the intersections between pop culture and other sectors, everything is laid bare. By showcasing this culture, the show helps promote a positive image of Nigeria to the rest of the world.

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