The dark side of virality: Content creation and brain drain among Nigerian youths

More and more young Nigerians are diving into content creation, chasing fame and fortune online. But behind the fun videos and viral posts is a tougher question: is this a real career path or just a distraction from more serious opportunities?

A closer investigation reveals that the frenzy around content creation has led to an unhealthy obsession with online validation and unreasonable competitions among youths. The metrics of success, such as number of likes, views, followers, shares, comments, and engagement, have become the basis by which many Nigerian youths measure their self-worth.

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This phenomenon has significant implications for the nation’s human capital development, as talented individuals now divert their attention from critical fields like science, technology, engineering, and mathematics (STEM) to pursue online fame, ultimately stemming from monetisation prospects.

Moreover, the gig economy’s precarious nature, coupled with the absence of social safety nets, exposes content creators to financial instability and uncertainty. The pressure to constantly produce content can lead to burnout, decreased quality, and intellectual homogenisation. Furthermore, the dominance of social media platforms raises concerns about data privacy, algorithmic bias, and the dissemination of misinformation.

In the context of Sustainable Development Goal 4 (Quality Education), Nigeria faces significant challenges in ensuring inclusive and equitable quality education for all. The country’s education sector is plagued by inadequate infrastructure, insufficient funding, and a shortage of qualified and passionate educators. Obsession with content creation can exacerbate these challenges by diverting attention and resources away from critical educational needs.

“By creating educational content that showcases Nigeria’s rich cultural heritage, history, and scientific achievements, youths can help promote national pride and appreciation for education.”

To address these issues, Nigerian youths can leverage content creation as a tool for promoting quality education. By creating educational content that showcases Nigeria’s rich cultural heritage, history, and scientific achievements, youths can help promote national pride and appreciation for education. Additionally, content creators can develop innovative solutions to address the country’s educational challenges, such as creating educational videos, podcasts, or mobile apps that provide access to quality educational resources.

The Nigerian government can also support this effort by investing in digital infrastructure, providing funding for educational content creation, and promoting policies that support the development of the digital economy. For instance, the government can establish partnerships with private sector companies to provide digital literacy training for teachers and students, as well as funding for educational content creation initiatives.

Moreover, content creators can collaborate with educators and policymakers to develop context-specific educational content that addresses Nigeria’s unique challenges and opportunities. This can include content that promotes STEM education, critical thinking, and problem-solving skills, as well as content that showcases Nigeria’s rich cultural heritage and promotes national identity.

To ensure the sustainability and impact of these efforts, it is essential to establish metrics for measuring success. This can include tracking engagement metrics, such as views, likes, and shares, as well as conducting surveys to assess the impact of educational content on learning outcomes.

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By adopting these recommendations, Nigerian youths can harness the potential of content creation to promote quality education and contribute to achieving SDG 4. Moreover, by prioritising education and digital literacy, Nigeria can unlock the potential of its youths and drive economic growth, innovation, and sustainable development.

Conclusion

The content conundrum presents a critical opportunity for Nigerian youths to redefine their priorities and harness the potential of the digital economy. By leveraging content creation as a tool for promoting quality education, Nigerian youths can contribute to achieving SDG 4 and promoting sustainable development. It is essential for stakeholders to work together to support educational content creation, digital literacy initiatives, and policies that promote the development of the digital economy.

Olajide Dahunsi is a Lecturer/Sustainability Advocate, United Kingdom.