Entrepreneurship Project Topics

Evaluation of the Effect of Globalization on Culture and Identity (A Case Study of Nigerian Youths)

Evaluation of the Effect of Globalization on Culture and Identity (A Case Study of Nigerian Youths)

Evaluation of the Effect of Globalization on Culture and Identity (A Case Study of Nigerian Youths)


  1.  To determine if globalization have affected the decisions of the youths.
  2. To assess if Nigerian youth have abandoned their culture in place of globalization.



Concept of globalization

Globalization has become one of the most popular buzzword of our time frequently used by people. Globalization is the increasing interaction of national economy with that of the First World, which ultimately aims at creating a state of frictionless capitalism. According to Orunmoluyi (2002) it is a process of creating a global market in which increasingly all nations are forced to participate. The process of globalisation entails that there is interconnection of sovereign nations through trade and capital flows; harmonization of economy rules that govern relationship among these sovereign nation; creating structures to support and facilitate interdependent and creating a global market place. From the culture point of view, David (2002), state that globalization is the process of harminizing different culture and beliefs. Castells (1997), state that globalization is the process that eroding differences in culture and producing a seamless global system of culture and economic values. The harmonization, according to Awake (2002), his achieved to due to advancement in communication and countries are increasingly being forced to participate. Therefore, globalization can be viewed as a process of shifting autonomous economies into a global market. In other words, it is the systematic integration of autonomous economies into a global system of production and distribution. The consequent is that the word of separate nation-states is said to be ending if the process of globalization is allows to run its logical course. The new technology, based on the computer and satellite communication have indeed revolutionized our traditional conception of the media, both print and electronic. Books, newspapers, radio, television and video programme are now being transpose into the multimedia world of the cyber space and available to all people of the world wherever they may live.


Culture has been defined differently by people. The different definitions attach to culture is based on the differences in the orientation of the people. According Ekeh (1989), culture is construct used in an attempt to analyse and integrate events and ideas in broad spectrum of areas of society. Jekayinfa (2002) states that from wider perspective, culture includes the total repertoire of human action which are socially transmitted from generation to generation. Tyler (1871), in Jekayinfa (2002), views culture as configuration of institutions and modes of life. Furthermore, he states that culture is the complex while which includes knowledge, belief, arts, morals, laws, customs, and any other capabilities and habits acquired by man as member of the society. Among the feature that characterize culture is that has its own personality and identity. The fact that we are human does not mean we are the same. However, it is noted that every moment, we are being transformed, always growing like the cell in our bodies. Culture changes exactly the same way as the human being change. In other words, culture is dynamic. According to Odiora (2002) the transformation of culture is gradual and not sudden. Obiora (2002) contends that culture is a continuous process of change. Inspite of the change culture continues to give a community a sense of dignity, continuity, security and binds society together. Another attribute of culture is that it is learned, acquired, transmitted or diffused through contact or other means of communication flow from one generation to another. For instance, ,in the old days a young Nigerian Girl from Yoruba culture would knee down to greet their elders. For the Britain a Girl may stretch hand shake. In the modern day third world countries, absolute kneeing down may be fading as noted by Tardif (2002) opines that culture is not genetically transmitted rather.





In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.


Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.


According to Udoyen (2019), a study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitutes of individuals or elements that are homogeneous in description.

This study was carried to examine evaluation of the effect of globalization on culture and identity. (a case study of Nigerian youths). Selected youths in Uyo in Akwa Ibom state form the population of the study.




This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.




It is important to ascertain that the objective of this study was to ascertain evaluation of the effect of globalization on culture and identity. (a case study of Nigerian youths). In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing an evaluation of the effect of globalization on culture and identity.


This study was evaluation of the effect of globalization on culture and identity. (a case study of Nigerian youths). Two objectives were raised which included:  To determine if globalization have affected the decisions of the youths and to assess if Nigerian youth have abandoned their culture in place of globalization. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from selected youths in Uyo, Akwa Ibom state. Hypothesis was tested using Chi-Square statistical tool (SPSS).


In conclusion, the evaluation of the effect of globalization on culture and identity has illuminated the complex and multifaceted nature of this phenomenon. Globalization has undoubtedly led to increased interconnectedness, facilitated cultural exchange, and fostered the spread of ideas, values, and practices across borders. However, it has also raised concerns about the erosion of traditional cultural norms, the homogenization of identities, and the loss of cultural diversity.

Through the analysis of various scholarly perspectives, empirical studies, and real-world examples, it is evident that globalization has both positive and negative impacts on culture and identity. On one hand, it has facilitated cultural hybridization, allowing individuals to embrace diverse cultural influences and construct new forms of identity that transcend traditional boundaries. On the other hand, it has contributed to cultural imperialism, commodification of culture, and the marginalization of indigenous cultures and languages.

The findings of this study underscore the importance of adopting a nuanced and context-specific approach to understanding the effects of globalization on culture and identity. While globalization presents opportunities for cultural enrichment, creativity, and innovation, it also poses challenges that must be addressed through informed policy-making, community engagement, and cultural revitalization efforts.


Based on the insights gained from this evaluation, the following recommendations are proposed:

  1. Governments, civil society organizations, and communities should prioritize the preservation and promotion of indigenous cultures, languages, and traditions. Efforts should be made to safeguard cultural heritage sites, support cultural practitioners, and revitalize endangered languages and cultural practices.
  2. Educational institutions should integrate multicultural education, intercultural competency training, and critical cultural studies into their curricula. Students should be exposed to diverse perspectives, histories, and worldviews to develop a deeper understanding and appreciation of cultural diversity.
  3. Local communities should be empowered to actively participate in decision-making processes that affect their cultural identities and practices. Community-based cultural initiatives, festivals, and events should be supported to celebrate and preserve local traditions and customs.


  • Arnett, J. J. (2000). Emerging adulthood: A theory of development from the late teens through the twenties. American Psychologist, 5 (5): 469-480.
  • Arnett, J. J. (2002). The psychology of globalization. American Psychologist, 57, 774-783.
  •  Arnett, J.J. (2003). Coming of age in a multicultural world: Globalization and adolescent cultural identity formation. Applied Developmental Science, 7 (3), 189-196.
  • Bauman, Z. (2001). The individualised society. Cambridge: Polity.
  • Baumeister, R F. (1986). Identity: Cultural change and the struggle for the self. New York: Oxford University Press.
  • Bennett, A. (1999). Popular music and youth culture: Music, identity, and place. London: Palgrave.
  •  Berger, P.L. (1997). Four faces of global culture. The National Interest.
  •  Berry, J. W. (1997). Immigration, acculturation, and adaptation. International Journal of Applied Psychology, 46, 5-34.
  • Berry, J. W. (2003). Conceptual approaches to acculturation. In K. M. Chun, P. B. Organista, & G. Martin (Eds.), Acculturation: Advances in theory, measurement, and applied research (pp. 17-37). Washington, DC: American Psychological Association.
  • Brewer, M. B. (1991). The social self: On being the same and different at the same time. Personality and Social Psychology Bulletin, 17(5):475-482.
  •  Cheng, M., Briones, E., Caycedo, C., & Berman, S. (2008, March). Globalisation and identity among Chinese, Colombian, and American college students. Poster session presented at the 12th Biennial Meeting of the Society for Research on Adolescence (SRA), Chicago, IL.
WeCreativez WhatsApp Support
Our customer support team is here to answer your questions. Ask us anything!