BRIDGING THE EFFECTS OF DIGITAL DIVIDE ON REPRESENTATION OF ROADSIDE ARTIST ENTREPRENEURS IN ANAMBRA, NIGERIA
Abstract
This study explored the effects of digital divide on the representation of roadside artist entrepreneurs in the Anambra South geopolitical zone, Nigeria. A descriptive survey research design was adopted, involving 70 participants purposefully selected from seven local government areas. Data were collected using a structured questionnaire titled “Bridging the effects of digital divide on representation of roadside artist entrepreneurs (BEDDRAER)” which was validated by experts from Nnamdi Azikiwe University, Awka, Anambra. A pilot test conducted in Idemili North, Anambra yielded reliability coefficients of 0.89, 0.85, 0.88 and 0.82 for the four research questions items, making the instrument reliable for the study.
The questionnaire was administered directly, achieving a 93% response rate. Descriptive statistics and t-tests were utilized for data analysis. The findings revealed that the majority of the roadside artist entrepreneurs lack access to essential digital tools such as graphic design software, e-commerce platforms, and online learning tools. While some artists use social media and online payment platforms, these are predominately used for social interactions rather than business purposes. Key barriers identified include inadequate infrastructure, financial constraints, limited government support, and a lack of mentorship. The digital divide significantly affects the artists’ visibility, market reach, and ability to command competitive prices thereby confining their sales to local markets.
Regression analysis indicated that improving digital access would enhance the representation and sales of roadside artist entrepreneurs. The study recommends, among other things, the implementation of targeted policies to support marginalized artists in leveraging digital platforms for business growth and representation.
Keywords: Digital divide, Representation, Roadside Artist, Entrepreneurs
Anozie, N. E.
School of Fine and Applied Art
Federal College of Education (Technical), Umunze
Dr. Ike, Ijeoma Chidinma (Corresponding Author)
Ike.ijeomachidinma@yahoo.com
School of Business Education
Federal College of Education (Technical), Umunze