Covenant Journal of Communication (CJOC) Vol. 5 No. 2, Dec. 2018 An Open Access Journal, Available Online Local Versus Foreign: How Audience Preference and Media Coverage Shape Soccer in Nigeria Mumini Alao Department of Mass Communication University of Lagos Lagos, Nigeria. mail:
[email protected] Abstract: This study juxtaposes foreign and domestic soccer narratives in the media to determine the level of influence each exerts on Nigerian fans. Respondents from four stadiums in Nigeria responded to questionnaire items while soccer administrators and sports media practitioners answered in-depth interview questions on this juxtaposition and the criterion of influence. Findings show the dominance of foreign content; jointly influenced by both the media and audience. Foreign soccer stories with a mean score of 4.63 featured prominently on the cover pages of sports newspapers compared to 3.29 for local stories while most fans (88.9%; n=1878) preferred foreign content. Results also show that commercial considerations influenced the agenda setting credential of sports media practitioners. Recommendations on how domestic soccer could attract more followership in Nigeria were made. Keywords: Audience, preference, media coverage, domestic soccer, foreign soccer, gate-keeping, agenda setting, Nigeria. 1 Mumini Alao CJOC (2018) 5(2) 1-23 Introduction appraise the impact the media The prevalence of foreign content in actually generate. the Nigerian media space is an on- The mechanistic perspective of going discourse among scholars in media effect sees the audience Nigeria especially within the members as passive and reactive; context of cultural imperialism. focuses on short-term, immediate Akinfeleye and Amobi (2011) assert and measurable changes in that the media are potent social thoughts, attitudes, or behaviors and systems that transmit cultural assumes a direct influence on the heritage from one generation to the audiences.