Abstract
My research examines digital trade practices among women in South-Western Nigeria through a mobile-based media space, WhatsApp. Its objectives are to understand how women use a simple messaging app such as WhatsApp to earn income, build networks, and gain confidence, and why activities on the platform have become an important lifeline in an unstable economic climate. The work is relevant because it supports small-scale enterprises and poverty reduction, and it is significant for debates on social media, representation, power, identities, and popular culture, showing how marginalised groups reshape social media for agency and visibility. It is positioned within communication studies and digital culture research, drawing on sociotechnical perspectives, Platform Studies, and Digital Literacy Theory. The methodology used is netnography, supported by purposive sampling and participant interviews of WhatsApp groups with 100-400 members, mainly composed of women. The processes include long-term observation of interactions, images, and messages; analysis of how participants gain skills and trust; and evaluation of effectiveness through patterns of engagement, income reports, and community feedback. The research yields strong outcomes in empowerment, increased digital skills, and social support, but it also has limitations, including unstable connections, risks of misinformation, and uneven skill levels. The study suggests that everyday social media use can act as an advocate, shaping cultural conversations by enabling women to claim economic space, challenge traditional roles, and promote more inclusive digital practices, in line with some United Nations Sustainable Development Goals (SDGs).
Presenters
Emilomo Joy AlawodeStudent, Ph.D. (In view) , University of Pompeu Fabra, Barcelona, Spain
Details
Presentation Type
Theme
KEYWORDS
IMAGE-BASED ADVOCACY, NETNOGRAPHY, DIGITAL CULTURE, SOCIAL MEDIA, GENDER AND TECHNOLOGY
