Abstract
Nigerian visual design, rooted in traditional art forms such as Igbo Uli motifs, Yoruba Adire patterns, and Northern Nigerian geometric designs, offers a dynamic lens for exploring cultural authenticity in a globalized world. This study examines how these symbols are reimagined through modern visual communication channels like digital typography, animation, film, and social media, positioning Nigerian designers as agents of cultural preservation and innovation. Grounded in postcolonial theory, the research addresses tensions between continuity and change in global design practices. Semiotics decodes cultural narratives within visual forms, while actor-network theory (ANT) maps relationships among designers, technologies, and audiences. Visual culture theory highlights the broader role of media in shaping societal perceptions and identities. Using a qualitative methodology, the study integrates visual ethnography to document traditional and modern design practices, alongside content analysis to compare artifacts and their digital adaptations. Case studies of branding campaigns and advertisements explore practical applications of cultural motifs, while participatory workshops engage designers in co-creating digital reinterpretations of traditional art. Critical discourse analysis examines public narratives, including social media and international reception. The research advocates for an inclusive global visual grammar that respects local narratives and addresses intellectual property concerns to sustain Nigerian visual heritage. By bridging local and global identities, Nigerian designers emerge as cultural mediators, redefining universal design principles through innovative visual representations.
Presenters
Ashley StewartLecturer, Graphics, Department of Fine Arts and Design, University of Port Harcourt, Rivers, Nigeria
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
NIGERIAN VISUAL DESIGN,AUTHENTICITY IN REPRESENTATION,DIGITAL AESTHETICS,CULTURAL MEDIATION
