INDIGENOUS CULTURE ON SCREEN: A QUALITATIVE EXPLORATION OF AUDIENCE PERCEPTIONS OF CULTURAL REPRESENTATION IN NIGERIAN TELEVISION PROGRAMMES
As the global media landscape shifts toward cultural hybridisation, the role of indigenous representation in domestic broadcasting remains a critical site of identity construction. In Nigeria, a nation characterised by profound ethnic diversity, television serves as a primary vehicle for the dissemination of cultural values. This study employed a qualitative approach, utilising focus group discussions (FGDs) and semi-structured interviews with 40 participants across Lagos and Enugu to explore audience perceptions of how indigenous cultures are represented in contemporary Nigerian television programmes. Drawing on Representation Theory and Cultivation Theory, the findings revealed a tension between authentic cultural projection and Nollywoodised stereotypes. While audiences appreciate the increased visibility of indigenous languages, they expressed concern over the commodification of sacred rituals and the homogenisation of minority ethnic identities. This article concludes with recommendations for producers to engage in collaborative ethnography to ensure more nuanced portrayals.
Keywords: Indigenous, Culture, Audience, Perception, Television, Representation