SOCIAL MEDIA COMEDY SKITS AS A SELF-EMPLOYMENT TOOL IN NIGERIA

SOCIAL MEDIA COMEDY SKITS AS A SELF-EMPLOYMENT TOOL IN NIGERIA
Chapter One: Introduction

Background of the Study

In Nigeria, social media has become a powerful platform for communication, entertainment, and business. One of the emerging trends is the use of social media comedy skits as a form of self-employment, particularly among youths. This phenomenon has gained significant traction in various parts of the country, including Edo State, where residents are leveraging these platforms to create content, build personal brands, and generate income (Adebayo, 2021; Oladipo, 2022).

 

Growth of Social Media in Nigeria: Nigeria has one of the largest and fastest-growing social media markets in Africa. Platforms such as Facebook, Instagram, Twitter, and TikTok have become integral to everyday life, offering opportunities for personal expression and entrepreneurship (Akinola, 2020). Social media's reach and accessibility have empowered individuals to explore various avenues for self-employment and income generation, with comedy skits emerging as a popular and effective tool (Okafor, 2023).

 

Comedy Skits as a Business Model: Social media comedy skits involve creating short, humorous videos that entertain and engage audiences. These skits often reflect cultural nuances, societal issues, and everyday experiences, making them relatable to a broad audience (Ogunleye, 2021). Successful content creators can monetize their skits through various channels, including sponsorships, advertising revenue, and merchandise sales (Eze & Nwachukwu, 2022). The rise of social media influencers and comedians has demonstrated that comedy skits can serve as a viable self-employment tool, providing an alternative to traditional job markets (Ademola, 2021).

 

Self-Employment in Edo State: In Edo State, as in other parts of Nigeria, unemployment and underemployment are significant challenges. The creative industry, including social media comedy, offers new opportunities for economic empowerment and self-employment. Residents of Edo State are increasingly turning to social media to showcase their talents, build audiences, and generate income (Egharevba & Omojola, 2021). The success of social media comedy skits in this context highlights the potential for digital platforms to address unemployment and provide entrepreneurial opportunities.

 

This study aims to examine how social media comedy skits serve as a tool for self-employment among residents of Edo State. By exploring the experiences of content creators and the impact of their work, the study seeks to understand the role of social media in fostering entrepreneurship and economic empowerment in the region.

 

Statement of the Problem

In Edo State, many residents face challenges related to unemployment and limited economic opportunities. Social media has emerged as a potential solution, with comedy skits offering a new avenue for self-employment and income generation. However, there is a need to assess how effectively social media comedy skits can address these issues and what factors contribute to their success or failure (Akinola, 2020; Ogunleye, 2021).

 

Despite the growing popularity of social media comedy, there is limited research on its impact as a self-employment tool in specific regions like Edo State. Understanding the dynamics of this phenomenon, including the opportunities and challenges faced by content creators, is essential for evaluating its potential as a sustainable employment strategy (Egharevba & Omojola, 2021).

 

Objectives of the Study

To assess the role of social media comedy skits in providing self-employment opportunities for residents of Edo State.

To identify the factors that contribute to the success or failure of social media comedy skits as a business model in Edo State.

To evaluate the impact of social media comedy skits on the economic empowerment of content creators in Edo State.

 

Research Questions

How do social media comedy skits serve as a tool for self-employment among residents of Edo State?

What are the key factors influencing the success or failure of social media comedy skits as a self-employment tool in Edo State?

What impact do social media comedy skits have on the economic empowerment of content creators in Edo State?

 

Research Hypotheses

Social media comedy skits do not significantly contribute to self-employment opportunities for residents of Edo State.

Factors such as content quality, audience engagement, and platform choice do not significantly influence the success or failure of social media comedy skits in Edo State.

Social media comedy skits do not have a significant impact on the economic empowerment of content creators in Edo State.

 

Significance of the Study

The study is significant for several stakeholders, including policymakers, aspiring content creators, and the broader creative industry. For policymakers, the study provides insights into how social media can be harnessed as a tool for economic development and job creation. For aspiring content creators in Edo State, the study offers practical information on leveraging social media for self-employment and building a successful career in comedy. Additionally, the findings can inform the development of support programs and policies aimed at fostering digital entrepreneurship and addressing unemployment in the region (Egharevba & Omojola, 2021).

 

Scope and Limitations of the Study

The study focuses on social media comedy skits as a self-employment tool among residents of Edo State. It will utilize qualitative and quantitative methods, including surveys and interviews with content creators, to assess the role of comedy skits in self-employment and economic empowerment. Limitations include potential biases in self-reported data, the variability in content creator experiences, and the challenges of measuring economic impact in a rapidly evolving digital landscape.

 

Definitions of Terms

Social Media Comedy Skits: Short, humorous videos created and shared on social media platforms, intended to entertain and engage audiences.

Self-Employment: The condition of working for oneself rather than for an employer, often involving entrepreneurship or freelance work.

Economic Empowerment: The process of increasing individuals' financial resources and opportunities, leading to improved economic stability and independence.

Content Creators: Individuals who produce and share digital content, such as videos, images, and text, on various online platforms.

Digital Entrepreneurship: The use of digital platforms and tools to start and manage business ventures, including social media-based businesses.