Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Entire DC Network
Roles Played By Nigerian Youtube Micro-Celebrities During The Covid-19 Pandemic, Aje-Ori Agbese
Roles Played By Nigerian Youtube Micro-Celebrities During The Covid-19 Pandemic, Aje-Ori Agbese
Communication Faculty Publications and Presentations
In 2020, during the COVID-19 pandemic, Nigerian social media micro-celebrities were prominent players in the dissemination of information. This study examines the roles that one group of Nigerian micro-celebrities, YouTube video bloggers (vloggers)—also known as “YouTubers”—played during the pandemic. The research analysed the contents of COVID-19-themed videos that 15 popular Nigerian YouTubers posted on their channels between 29 February and 5 August 2020. The study was guided by the two-step flow of communication theory, in terms of which information first flows from mass media to opinion leaders, who then, in the second step, share the information with their audiences. The …