PUBLIC DIPLOMACY AND SOFT POWER IN AFRICA: EVALUATING NIGERIA’S INTERNATIONAL IMAGE AND INFLUENCE
The character of power in international relations has experienced a substantial evolution in recent decades. In the past, people thought of power as military strength and economic dominance. Now, global politics is starting to see the value of attraction, persuasion, and legitimacy. This change has made the idea of soft power, made famous by Joseph Nye (2004), a key part of both academic discussion and policy practice. This research examines public diplomacy and soft power in Africa, focusing on Nigeria’s influence and global reputation. Nigeria serves as a significant case study within this changing environment. Nigeria is strategically important on the continent because it is the most populous country in Africa and has one of the largest economies. More importantly, it has become a cultural powerhouse, with its music, movies, books, and digital art gaining worldwide fame. Nigerian musicians are at the top of the charts worldwide, Nollywood movies are popular on all continents, and Nigerian authors are still shaping literary conversations worldwide. The study also examines Nigeria’s cultural, political, and digital diplomacy strategies using qualitative research methods and secondary data. This paper proves that Nigeria owns significant soft power resources, particularly in culture, diaspora, and regional leadership; however, its global standing is compromised by governance challenges, insecurity, and cybercrime. There is still a big gap between trust in institutions and cultural visibility. For example, Nollywood and Afrobeats are extremely popular worldwide, and the country’s foreign policy is based on four pillars: democracy, development, demography, and diaspora. Ogadigo, S. says that, according to M2025, Nigeria has ample room to improve its credibility and influence in a multipolar Africa. The 2025 National Reputation Perception Index (NRPI), which gave Nigeria a score of 35.2%, says that public diplomacy needs to change from telling stories to delivering services. The study finds that Nigeria’s soft power potential is not being fully realized and suggests that institutional changes and better communication could help the country improve its standing in the world.
Key Words: Global Influence, International Image, Nigeria, Soft Power, Public Diplomacy
