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This study discusses the phenomenon of reality shows as shared by audiences on social
media shows in Africa and explores the rewards for participants. Through a qualitative
content analysis of a popular reality show in Africa, ‘Big Brother Naija’ the paper
interrogates the celebrification processes used and thereby highlights how the elevation of
the ordinary person is closely connected to the steady rise of reality TV as a contemporary
television genre. The rising popularity of ‘Big Brother Nigeria’ and its social influence has
motivated deep public interest especially, on social media platforms. This study, anchored
on Parasocial Relationship, Symbolic Interactionism and The Concept of Micro-Celebrity,
analyses the influence of ‘Big Brother Naija’ as a reality show on audiences. The results
indicate that posts on twitter by audiences of the show on social media include text tweets,
videos, polls, links and pictures. Findings also showed that not only do contestants of the
reality show gain instant fame, also lucrative offers including endorsement deals, tours,
and enormous social media following. These have become the motivating factors for
participating in the show. Audiences of the show lend their voice and participate through
posts and engagements such as fan wars, discussions and following contestants of the show
on the various social media platforms. Again, findings showed that, closely knitted to fame
are consequences such as cyberbullying, invasion of privacy and loss of authenticity and
control. To address these issues, social media platforms should implement and enforce
robust policies that explicitly prohibit harassment, hate speech, and cyberbullying. These
policies should be clearly communicated to users, outlining the consequences for violating
the guidelines. The study concludes that reality shows such as ‘Big Brother Naija’ have
become agents of celebrification for several participants. |
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