An Assessment of Glocal Considerations in Big Brother Naija

Abstract

Our paper highlights the glocalisation of Big Brother Naija (BBN), paying attention to the synthesis and the difference from the global. By this, we enunciate the glocal considerations of the producers to the Nigerian context. Discourses on glocalisation arise from the concern of homogenising consequences of globalisation that undermine local cultures and contexts. The study adopts a descriptive desktop research approach supported by Straubhaar’s (2003, 2007) (World television: From global to local. Sage, Los Angeles, 2007; The impact of international television: A paradigm shift. Lawrence Erlbaum Associates, Mahwah, NJ, pp. 77–110, 2003) theory of cultural proximity, alongside du Gay et al. (1997, 2013) (Doing cultural studies: The story of the Sony walkman. Frist and Second edition. Sage, London, 1997, 2013) and Hall’s (1997) (Representation: Cultural representations and signifying practices. Sage, London, pp. 13–74, 1997) discourses on representation. The results ascertain local considerations were observable in fashion, location, name, logo, known host, and celebrity musical performances. Underscoring the transnational nature of BBN, through a basic semiotic analysis of randomly selected episodes and analysis of reports and past studies, the paper indicates that the show provides a platform for participants to express an opinion, promotes an interactive culture, fosters audience participation across the continent, and draws a huge fan base which is beneficial in terms of revenue. The paper concludes that though transnational producers of BBN consider local elements, there is a need to entrench moral standards and enhance values and dominant themes relevant to the typical Nigerian societal value system, which are vital aspects of local considerations.