Afro-Digital Sustainability and Mass Media in Nigeria

This chapter, through retrospective analysis, chronicled the development of Afro-digi media and the role in the development of sports in Nigeria. Extant literature on digitization of the media for national development often submit that the new digital economy created by the Fourth Industrial Revolution represents a unique opportunity for Africa to diversify its economies, raise income levels, and improve the quality of life of its people, especially with the advent of social media sport reporting. The Nigerian media has never been completely dead but it cannot be said to be sustainably fit to attract the necessary investments, especially from social media journalism. However, sports communication and the Nigerian media have attracted much scholarly attention with little or no real investments. While reconceptualizing ‘sustainability’ this chapter agrees that sustainability is obviously central to the practice of strategic management of afro-digital transformation in Nigeria. The chapter argues that critical interrogation of sustainable development as a concept, a strategy, and a framework means that value creation can materialize through a number of channels associated with sustainability-based differentiation; including superior access to information technology, good policy, and dynamic understanding of the applicability of ‘sustainability’ to the operation of media in Nigeria for favorable access to international markets.