International Journal of Sub-Saharan African Research (IJSSAR)

Background: Reality television has become a dominant feature of contemporary media culture in Nigeria, with Big Brother Naija (BBN) ranking among the most widely viewed programmes. Its frequent portrayal of nudity and sexually suggestive content has generated intense public and academic debates concerning morality, cultural values and audience perception, particularly within local communities.
Objective: This study examined audience perception of the portrayal of nudity in the Big Brother Naija reality television show among residents of Calabar South. Specifically, it sought to identify the reasons for viewership of the programme and to ascertain how viewers in the study area perceive nude content in the show.
Method: The study adopted a survey research design. 34 BNN viewers residing in Calabar-South were sampled using purposive sampling technique. The participants were selected from the Calabar South local government area. Data were collected using an interview while analysis was done thematically. Results: Findings revealed that many residents watch Big Brother Naija primarily for entertainment, excitement and social interaction. The study further found that audiences perceive the programme as promoting nudity and indecent dressing, which they believe contradict traditional African values of morality and decency. However, some respondents viewed nudity as a strategic element used to attract viewers, enhance brand promotion and sustain audience patronage.
Conclusion: The study concludes that audience opinions on the portrayal of nudity in Big Brother Naija are divided among residents of Calabar South. While some perceive the content as morally offensive, others regard it as a commercial and entertainment-driven strategy that enhances the programme’s popularity and relevance.
Unique Contribution: This study contributes to media and communication scholarship by providing community-specific, audience-centred insights into how nudity in reality television is interpreted within a culturally sensitive Nigerian context, an area that has received limited empirical attention.
Key Recommendation: The study recommends that viewers who find the programme offensive should exercise selective exposure by avoiding the channel, while regulatory bodies and media producers should strengthen content advisory mechanisms to guide audience choices, given the commercial nature of the programme.