Connecting Nigeria to its Diaspora using Cultural Products

1. Introduction

1.1 Background

Nigeria gained independence from the British in 1960. However, development in Nigeria has been low due to corrupted leadership and misuse of the country’s resources (Nigeria Country Review, 2020). Falling oil prices, corruption, lack of political stability, and mismanagement of resources have been the major factors slowing down Nigeria’s development. The lack of basic infrastructure and other resources in Nigeria has led to citizens migrating to other countries searching for greener pastures (Nigeria Country Review, 2020). Most immigrants are enticed by factors such as the gap between the poor and the rich and other amenities such as education, good infrastructure, and adequate income. They leave their cultures behind and adapt to a new lifestyle. Cultural products will help these Nigerians who are away from home to stay connected to their culture even when in a foreign land.

With over 250 different ethnic groups co-existing in the country, and many foreign-owned multinationals have operations, culture products from Nigeria are subject to several variable forces (Nigeria Country Review, 2020). Cultural products, therefore, demand that ex-pats remain flexible and willing to improvise. However, these products from Nigeria have not found their way into the diaspora market. Marketing Nigerian cultural products across the Diaspora is a successful way for Nigeria to connect with its Diaspora.

Migration from Nigeria to Diaspora has negatively impacted the country’s development due to the lack of enough skilled workforce as it is lost to the developed world. It is referred to as brain drain syndrome, thus making Africa’s socio-economic condition, thus widening the gap between developing and developed countries (Akinrinade, 2011). Immigrants from Nigeria give back to their countries in different ways like foreign exchange, creating employment opportunities, and taking care of their friends and family. If the relationship between Nigerian citizens in the country and Diaspora could be symbiotic, it creates a balance between them.

1.2 Problem Statement

Immigrants from Nigeria to Diaspora leave in search of greener pastures in terms of higher living standards leaving Nigeria without enough workforce. These remittances by the Diaspora contribute significantly to their home communities and the Nigerian economy by stabilizing foreign exchange, boosting employment, providing for, and educating family members (Njemanze, 2012).

In an ideal world, the adverse effects of this symbiotic relationship between Nigeria and Nigerian Diaspora should cancel each other out, as long as it is healthy. However, the reality is that this relationship weakens as our traditional ways of passing down culture become obsolete (Lekhanya, 2013). It means that newer generations, born or naturalized in the Diaspora, experience a weaker connection to their homeland than their parents as aspects of their culture are watered down or lost in translation. By focusing on cultural products as a means of strengthening this Nigeria-Diaspora relationship, this research aims to bridge the gap between Nigeria and its Diaspora so that both sides can continue to reap the fruits of the unbreakable connection they have to one another.

1.3 Purpose statement

The study also explains how cultural products will contribute to Nigerian culture enlightenment to its Diaspora. The examination of the background information was essential to this study because it would help identify factors affecting Nigeria’s gap and its Diaspora, like the country’s political, economic, and cultural environment. The mixed-method is the desired approach, and the sequential exploratory strategy will be used to conduct the research experiments. The sequential exploratory strategy will have 3 phases. First, descriptive statistics will be used to provide descriptions based on the population currently using the product. It will consist of numerical calculations and graphs that give insights into the profile and perceptions of customers. Inferential statistics will then be used to make inferences and predictions about the effects of the product on the relationship between the Nigerian Diasporans and their homeland.

1.4 Research Questions and Objectives

This study aims to answer the following questions:

How does the perception of Nigerian products and services affect Diaspora’s ability to patronize Nigerian businesses?
To what extent will foreign laws influence Nigerians’ ability in the Diaspora to connect to their home country?
Will providing cultural products to the Diaspora in the way suggested by this research result in a more connection between Nigeria and its diaspora.?

1.5 Theoretical Framework

Butler (2001) states that Africa’s Diaspora consists of anyone with African roots who are willing to contribute to the continent’s development. Nigeria’s relationship with its Diaspora has room for improvement. According to Yakubu (2020), social, economic, and political instability in Nigeria has led its citizens to search for better lives in other countries. As they adapt to lives in these countries, they tend to leave their cultures to get eroded as they lack ways to pass down the information required efficiently. These immigrants give back to their country by assisting their families and creating job opportunities and foreign exchange; however, Nigeria does not give back to its Diaspora (World Bank, 2011).

Cultural products are an effective method to strengthen the connection between Nigeria and its Diaspora. These products will contribute to Nigeria by creating job opportunities and to Diaspora by educating generations about their culture (Goulding, 2008).

For this study, the research topic represents the dependent variable Y₀, while the factors affecting the study make up the dependent variables, X₀, X₁,…, X₅.

Intervening variables. These represent those demographic factors that affect the relationship between the dependent and independent variables.

The economic status of customers. It refers to the buying power of the people in Diaspora to whom cultural products are marketed. The better the economic status, the higher the chance of purchasing a cultural product.

Age of target audience. Different cultural products appeal to different age groups in the Diaspora. Depending on the type of cultural product being sold, the target consumer’s age could determine whether they buy or not.

Level of education of producers. Producers in Nigeria who are more educated have a better chance of rendering products with the desired level of quality for people in Diaspora than less educated ones.

We are moderating variables. These represent the non-demographic factors that affect the relationship between the dependent and independent variables.

Perception of Nigerian products. Because most Nigerians in the Diaspora are aware of Nigeria’s economic and political issues, there may be an underlying perception that products from Nigeria are of lesser quality. This perception could affect the decision by Nigerians in the Diaspora to purchase cultural products.

The willingness of Nigerians to use product/service. If the Nigerians in the Diaspora are not interested in buying or using cultural goods/services, our research is void, regardless of how much we mitigate other factors affecting the study.

1.5 Hypothesis

Cultural erosion has been as a result of the massive gap between Nigeria and its Diaspora. It is caused by the high rate of migration from Nigeria to Diaspora for better living standards and infrastructure (Akinrinade, 2011). Cultural products can be used to cover this gap and educate the generations in Diaspora about Nigeria. The main hypothesis for this study is that cultural products will help strengthen the cultural connection hence improving the relationship between Nigeria and its Diaspora. It also aims to prove that the business opportunities arising from cultural products will yield better remittances for Nigerians in the country than those provided by Nigerians in Diaspora.

1.6 Significance of the Study

This study is significant because it attempts to cover the gaps in some of the existing literature surrounding the topic. The existing research on the subject matter focuses more on the importance and benefits of connecting the Nigerian Diaspora to the homeland. The effects of brain drain and the importance of diasporan remittances have been well documented as the driving factors for this connection (Akinrinade, 2011 & Njemanze, 2012). Lekhanya (2013) subsequently points out that this connection is fleeting as our traditional ways of passing down culture are no longer effective. There is also adequate research on the importance of cultural products to global and national economies (Gao, 2010) and their role in shaping a person’s way of life (Brulotte, 2014). However, these researches do not explore the commerce of cultural products to connect a country to its Diaspora. Because of these gaps, this research will aim to document the real-world implications of selling Nigerian cultural products to Nigerians in the Diaspora by observing a real business that does this. It will focus on how the business’s success/failure impacts the lives of Nigerians in the homeland, how this impact differs from the typical diasporan remittances, and whether patronizers of the business in the Diaspora are indeed more connected to the homeland as a result of the business.

1.7 Definition of Terms

Nigeria. Nigeria is a developing country in western Africa, with a population of over 190 million people.

Nigerian Diaspora. Nigerian Diaspora is Nigerians living outside the country who desire to or are already contributing to Nigeria’s development (Akinrinade, 2011).

Cultural products. Cultural products are goods/services that include visual and performing arts, heritage representations, and the media, representing the heritage of a particular culture (Aiello, 2014).

1.8 Ethical Considerations

To ensure that the research is carried out ethically, no aspects of the experiments conducted via this research will be performed directly on humans or animals to directly or indirectly affect their well-being. The only aspects of this research experiment which require human interfacing are the surveys and questionnaires that will be handed out. The subjects will be well informed that completing the survey is entire of their own free will.

1.9 Limitations

An experiment of this manner comes with some time limitations due to the length of time it takes to set up a business, market the product, and make sales. Because making sales is never guaranteed, there is no telling how long it will take before there is enough empirical data to begin conducting the experiments. The process of transnational import and export is also very time consuming, further complicating the length of time the experiment ought to take. Additionally, like any new business, there are startup costs associated with it. Some of these costs may not be fully known until after the business has started running, making it difficult to set an accurate budget for the experiment.

1.10 Delimitations

As a member of the Nigerian Diaspora who lives in the U.S., I will not be physically present in Nigeria to start and grow this business hands-on. Therefore, I would have to find trusted parties in Nigeria to do this, limiting the ability to understand specific nuances and gauge the effects of some local factors. Furthermore, with the recent outbreak of the COVID-19 pandemic, there is no telling when international trade will revert to the norm.

2. Literature Review

2.1 Researchable Headings

2.1.1 Nigeria

Nigeria is a country with a population of over 190 million people, making it the most populous country in Africa. (Nigeria Country Review, 2020). After gaining independence from Britain in 1960, the country has experienced continued political instability, volatile military and civilian rule, and longstanding ethnic and religious tensions (Nigeria Country Review, 2020). This long-term political instability, coupled with vast corruption, lack of infrastructure, and poor economic management, has resulted in the diversion of billions of dollars of national wealth by a select few people in power at the expense of the vast majority of the population. As a result, more than half of Nigeria’s population still lives in poverty (Nigeria Country Review, 2020).

Despite these issues, Nigeria still has the largest economy in Africa, with an impressive income growth rate over the past 15 years. In addition to the country’s openness to international trade, this has attracted a lot of foreign trade and direct investment into the country. However, Nigeria’s over-reliance on petroleum makes the country very vulnerable to oil price crashes globally, as has been the case since 2014 (Babalola, 2019).

2.1.2 Nigeria’s Diaspora

The Nigerian Diaspora are Nigerians living outside the country who desire to or are already contributing to the development of Nigeria (Akinrinade, 2011). There have been Nigerians in the Diaspora as far back as the pre-colonial times. The trans-Saharan trade was made possible between the fourteenth and sixteenth century carried out by Hausa transnationals. However, it wasn’t until the dawn of the trans-Atlantic slave trade that a significant number of Nigerians were forced into the Diaspora, along with other African slaves.

Since then, Nigerians have increasingly immigrated to Europe, Asia, America, and other parts of Africa, with an increasing tendency towards permanent residency at their destinations (Akinrinade, 2011). As of 2010, The Ministry of External Affairs in Nigeria estimated that more than 20 million Nigerians reside in the Diaspora, with over 3 million in the United States alone (Adebayo, 2010). In today’s Nigeria, unemployment, environmental degradation, lack of infrastructure, political repression, and poverty continue to push Nigerians out of their home country to search for better living (Yakubu, 2020).

2.1.3 Connecting the Nigerian Diaspora to its homeland using Cultural Products

Akinrade (2011) and Njemanze (2012) have adequately pointed out the importance of connecting the Nigerian Diaspora to its homeland. While the mass exodus of Nigerians to the Diaspora results in a brain drain of the home country, the remittances from those in the Diaspora make up a massive part of the economy (Didia, 2018). As such, the relationship between the Diaspora and its homeland is a symbiotic one that needs to be maintained. Not only for remittances to continue (Didia, 2018), but also for the Diaspora to stay connected to their roots (Lekhanya, 2013). Due to its symbiotic nature, the commerce of cultural products in the Diaspora presents the perfect medium to fuel this relationship. The Nigerian Diaspora, who patronizes such cultural goods/services, can stay in touch with their culture through these products. Their patronage is directly or indirectly remitted back to Nigeria through the sellers of the products. They are most often members of the Diaspora themselves.

2.2 Factors affecting the study

Overhead costs. One of the challenges of sourcing cultural products from Nigeria and selling them in the Diaspora is the lack of adequate local infrastructure in Nigeria. Lack of basic rural amenities, like right roads, clean water, and power supply, raise the cost of production for the Nigerian producers and reduces their revenue, thereby putting Nigerian goods at a competitive disadvantage (Daramola, 2007).

Quality of products. Nigeria is still a developing nation, meaning that some technological advancements and innovations common in developed nations are yet to be implemented in Nigeria. These technological and infrastructural constraints faced by Nigerian farmers, for example, makes it unlikely for the quantity and quality of their products to match that of a developed country like America, whose investments in seed yield, pest resistance, and irrigation technologies has led them to become the world’s leading food producer (Oladipo, 2010). As such, the Nigerians in the Diaspora who are used to goods of higher quality may be reluctant to purchase cultural products regardless of the sentimental value they may carry.

Foreign laws. Sometimes, importing countries impose barriers that could be insurmountable for exporting countries (Daramola, 2007). Griffith (2014) claims that the United States is the top destination for exports, due partly to the large population of Nigerians in the U.S. In 2020, the U.S. government has already imposed travel bans to limit the immigration of Nigerians into the U.S. (Fabian, 2020). Such immigration laws, as well as trade barriers and import tariffs, could severely affect the businesses that import cultural products into the U.S., and their ability to operate efficiently in both countries.

Government policies. Since the discovery of crude oil in large commercial quantities in the early 1970s, the Nigerian government has much neglected other industries of export (Oladipo, 2010). Policies that train producers and aid commerce are rarely ever introduced by the government (Tijani, 2014). Additionally, existing policies do little to promote the welfare of the average producer. For example, take the 1978 Land Use Act, which states that all land in Nigeria belonged to the government (Nwocha, 2016). However, the majority of smallholder farmers in Nigeria, who inherited their farmlands from their family, do not have formal titles that give them legitimate claims to their land. It is quite difficult for them to access credit facilities or subsidies that they would have otherwise received (Tijani, 2014).

Greed and corruption, as mentioned earlier, the high level of corruption in Nigeria has led to a situation where most of the nation’s resources rest in the hands of a select few, while the majority of the population live in poverty (Nigeria Country Review, 2020). It has led to a culture where individuals, both those in power and otherwise, consistently put their personal needs and wants above the needs of the masses. As such, individuals in positions of high power and affluence are likely to use their vast resources to crush any ventures that they believe pose a threat to their pockets or political position (Oji, 2010).

2.3 Review of existing theories

As it stands, the existing research on the subject matter focuses more on the importance and benefits of connecting the Nigerian Diaspora to the homeland. The effects of brain drain and the importance of diasporan remittances have been well documented as the driving factors for this connection. However, what Akinrinade (2011) and Njemanze (2012) fail to point out is how secure the connection is and what could be done to bolster it. Lekhanya (2013) adequately points out that this connection is fleeting as our traditional ways of passing down culture are no longer as effective. Although he vaguely offers up social media exploitation to solve this, he does not suggest a possible application of this solution in the real world. There is also adequate research on the importance of cultural products to global and national economies (Gao, 2010), as well as their role in shaping a person’s way of life (Brulotte, 2014). However, these researches do not explore the commerce of cultural products as a means of connecting a country to its Diaspora. Because of these gaps into account, this research will aim to document the real-world implications of selling Nigerian cultural products to Nigerians in the Diaspora by observing a real business that does this.

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