MA (Master of Arts)
Brand and Media Strategy
Date of Award
Committee Chair or Co-Chairs
Susan E. Waters
Robert Andrew Dunn, Melanie B. Richards
This thesis explores the potential of Nigerian popular music as an approach to nation branding. The study employs qualitative content analysis to analyze select Nigerian music genres to examine how Nigeria is portrayed to international audiences and the economic benefits that can be derived from this form of branding. The analysis focuses on narrative themes of “the value of hard work,” “ethnic pride,” “lavish lifestyle,” and the impact of differences which were derived from the data. Findings indicate that Nigeria is globally reckoned for its musical prowess and rich cultural heritage. In highlighting the role of music in Nigeria’s political processes, the research demonstrates a growing sense of national identity and political awareness among the masses, thereby making a case for accountability and transparency in Nigeria’s governance. Additionally, music emerges as one of the major contributors to Nigeria’s economy, serving as a powerful tool for visibility and attracting foreign investments.
Thesis - embargo
Ashibel, Cecilia, "A Qualitative Content Analysis of Nigerian Popular Music Genres: A Culture and Heritage Approach to Nation Branding" (2023). Electronic Theses and Dissertations. Paper 4253. https://dc.etsu.edu/etd/4253
Copyright by the authors.
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