Reality shows as catalyst for celebrification an analysis of the ‘Big Brother Naija’ (BBN) on social media.

Abstract

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.