AN ASSESSMENT OF YORUBA ACTIVISM IN DIGITAL SPACE FOR SOCIAL MEDIA ENGAGEMENT AND MOBILIZATION

Abstract

Engaging social media dynamics is crucial to sustain
cultural identity. Yoruba groups' capacity for
mobilization and solidarity in the digital space will
determine how well the generation can be integrated
into the cultural community. This study explored
Afenifere, a Pan-Yoruba, socio-political group social
media activism engagement. An explorative, case study
design engaged involved qualitative data collection
with a multistage sampling technique approach.
Content checklist was used to curatedata from
Facebook and YouTube channels. Data analysis metric
was based on COBRA-Consumer Online Brand Related
Activities. The study found Afenifere, a pan-Yoruba
group engaged Facebook platform mostly for online
activism. The group social media engagement level was
very low. YouTube visibility of Afenifere was projected
from third-party platforms. In addition, challenges
faced by Afenifere group limited its social media impact
for activism. The group was embattled with internal
leadership crisis, including Afenifere limiting its focus
to political matters only which failed to connect with
youths' interest and absence of grass-root mobilization hindered the activism from connecting to wider user
community. The study recommended promoting
Yoruba activism through active presence on social
media platform using collaboration with influencers
(on-air personality), and youths' involvementto gain
massive traction. Furthermore, Afenifere should have
a brand-owned YouTube Channel to mobilize and
engage target community