JOSUGA: JOS JOURNAL OF HUMANITIES

This study examines the impact of cultural commodification on Nigerian cultures, aiming to analyse the effects of cultural commodification on national identity, the role of globalisation in cultural commodification, and the implications of cultural commodification for cultural diversity and preservation. Guided by Commodification Theory, the study reveals that cultural commodification leads to the erosion of cultural differences and the homogenization of cultures, resulting in the loss of cultural authenticity and identity. The library research method has been adopted for this study. The findings also highlight the pivotal role of globalisation in facilitating cultural commodification, leading to the transformation of cultural practices and artefacts into marketable goods. The study concludes that cultural commodification has a profound impact on national cultures, emphasising the need for strategies to promote cultural diversity and preserve national cultures. This work recommends that government policies and initiatives should support local artists and cultural practitioners, cultural institutions partnering with local artists to develop cultural programs, and local communities taking an active role in preserving national cultures. 

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