The Influence of Chinese Social Media Platforms on Nigerian Youth Culture in Ibadan

The rapid penetration of Chinese digital platforms, particularly TikTok operated by ByteDance, into Nigerian digital culture has had measurable effects on the media consumption habits and cultural preferences of young Nigerians. This study examines TikTok's influence on cultural expression, identity, and attitudes toward China among Nigerian youth in Ibadan, Oyo State. A survey-based research design was employed, with data collected from 300 university students aged 18 to 30 through online and in-person questionnaires. Focus group discussions with six groups of five participants each provided qualitative insights into the cultural meanings attached to TikTok use. Findings indicate that 86 percent of respondents use TikTok regularly, with Chinese content producers reaching Nigerian audiences through popular trends, food content, and cultural challenge videos. Exposure to Chinese content is positively correlated with increased curiosity about Chinese language and a more favourable view of China as a cultural destination. However, respondents draw a clear distinction between enjoying Chinese digital content and endorsing Chinese political or economic policies. Digital literacy gaps in assessing algorithmic content curation were also identified. The study concludes that Chinese social media platforms constitute an underexamined but significant vector of cultural exchange in Nigeria, and recommends that Nigerian universities integrate critical digital literacy into Chinese Studies curricula to equip students with analytical frameworks for engaging with Chinese digital media in the South West context.

Keywords: TikTok, Chinese social media, Nigerian youth culture, Ibadan, digital diplomacy