Visual Design in Digital Technology Influences on Social Cultures

  • Toluwani, T. D. Nnamdi Azikiwe University
Keywords: Influencing power of visual design, Technological penetration in Africa, Visual design in technology, technological mediation, Social cultures and worldviews


Since the beginning of the Millennium, Africans have continued to be drawn closer to the global stage
due to technological penetration from the internet, mobile technology, virtual realities (VR), and recently,
the Metaverse of things. Visual imagery from today’s entertainments, audiovisuals, graphic illustrations
on e-commerce sites, animated movies, music media, immersive learning environments (ILE), and social
media platforms like Facebook, Instagram, WhatsApp, Twitter and Snapchat have all become mediums
that influence the way people live, learn, socialize and do commerce. The purpose of this paper is to
discourse on visual design and its influencing power in today’s digital age. To explore the above, the
researcher compared the civilization and social status of 10 youths classified into two purposive sample
groups of 5 people who had a mobile phone and a social media account and 5 others who did not have a
mobile phone or a social media account; using observation techniques and a set of questionnaires. The
result showed that people who are exposed to visual designs relating to social cultures and worldviews on
the internet, digital television and social media platforms were more influenced by them and exhibited
lifestyles patterned after them than people who are not. The implication of this research reveals how
visual design in technology influences social cultures and patterns, especially across African countries.
From fashion to entertainment, education, lifestyle, sports, classism, elitism, arts and technological drive,
this paper also examined how visual designers can help push a Pan Africanist influence and narrative for
media imagery delivered to Africa and Africans using visual designs in technology by maximizing the
strength of Africa’s over 200 million youths for the desired growth in the region.