Theorizing Social Media as the New Village Square for Traditional African Moonlight Tales
摘要
Uses and gratifications theory (UGT) has often been adopted by communication scholars to explain how media users achieve varying gratifications through media use. Basically, by systematically applying the theory, this chapter, through ethnographic analysis of purposively selected social media users, examined how social media play a dominant role of being used for storytelling by Nigerian users and provide other gratifications for users who desire to frame their stories to achieve other purposes; social media channels are predominantly engaged to achieve such objectives and features that make them more suitable for storytelling than other media. On the other hand, technological determinism theory was applied in the chapter to demonstrate how the technologies of this age (social media) are the primary determinants of the storytelling techniques of contemporary Africans. Thus, with Facebook, WhatsApp and TikTok as reference points, this chapter framed around two digital media theories explored the storytelling techniques of contemporary Nigerian social media users as a people imbued with strong cultural traits for folktales. In conclusion, this study theorized that social media have become the new African village squares for contemporary storytellers. Given the avalanche of stories on the digital media space for Nigerian users, digital literacy was recommended so that people will be knowledgeable enough to independently sift truth from falsehood as they are continuously exposed to stories being framed with different intents.