ROLES OF DIGITAL MEDIA IN PROMOTING ADIRE FABRIC ENTREPRENEURIAL TRAINING AMONG UNDERGRADUATES IN TERTIARY INSTITUTIONS

ABSTRACT This study examined the role of digital media in enhancing entrepreneurial training in adire fabric production at Moshood Abiola Polytechnic (MAPOLY), Abeokuta, Nigeria. Adire fabric, a cultural heritage of the Yoruba people, has garnered international recognition, necessitating innovative approaches to its production and marketing. As digital media continues to redefine education and entrepreneurship, this research evaluates its application in transforming adire fabric training into a dynamic and competitive venture. Employing a survey research design, data were collected from 200 students across Mass Communication, Business Administration, and Fine and Applied Arts departments, with 150 questionnaires successfully retrieved and analyzed. The study was guided by five research questions addressing the current use of digital media, challenges of integration, its impact on entrepreneurial skills, strategies for enhancement, and its role in expanding market reach. Findings revealed that digital media platforms such as YouTube, WhatsApp, Instagram, and Facebook are extensively used in adire training to provide creative design tutorials, communicate with trainers, and market finished products. The study demonstrates that digital tools significantly improve students' design and marketing skills while fostering innovation and creativity. However, several challenges hinder effective integration, including limited internet access, high costs of digital tools, lack of digital literacy, and inadequate digital infrastructure. Resistance to change by trainers and limited awareness of available tools also emerged as significant barriers. Despite these challenges, students acknowledged the potential of digital media in enhancing their entrepreneurial skills, boosting their confidence in starting adire-based businesses. The study highlighted several strategies for optimizing digital media use, including subsidizing digital tools, improving internet facilities, training more digitally savvy instructors, and incorporating digital training into the curriculum. Students emphasized the importance of online exhibitions and collaboration with influencers to promote adire fabric production. Expanding market reach through social media platforms like Instagram, Facebook, and TikTok was identified as crucial for increasing awareness and driving sales. Grounded in Diffusion of Innovation Theory and Constructivist Learning Theory, the study underscores the role of digital media in fostering participatory learning and the adoption of innovative practices.