MEDIA TECHNOLOGIES AS CHANNELS OF PROMOTING POPULAR CULTURE IN NIGERIA: PROSPECTS AND CHALLENGES

This study investigates the evolving intersection of popular culture and dance technology within a metropolitan context, with a specific focus on Delta State, Nigeria. Recognizing dance as a critical medium of cultural expression and social commentary, the research explores how technological innovations, particularly digital platforms like TikTok, YouTube, and Instagram, are reshaping dance practices, audience engagement, and cultural representation. Drawing from Raymond Williams' Cultural Theory and Marshall McLuhan's Technological Determinism, the study adopts a qualitative research design, incorporating semi-structured interviews, participant observations, and digital content analysis. Findings reveal that while dance technology offers significant prospects for creative innovation, cultural preservation, youth empowerment, and global visibility, it also presents challenges, including digital inequality, cultural misrepresentation, commodification, and infrastructural limitations. The research concludes that the fusion of popular dance and technology reflects broader socio-cultural shifts in urban Nigeria and calls for sustained investment, policy support, and inclusive digital access to ensure equitable participation. This study contributes to academic discourse in cultural and performance studies and provides practical insights for practitioners, educators, and policymakers concerned with the future of dance and digital expression in urban Africa.