This article explores the patterns and consequences of transnational audiences’ engagement with global media in the digital age, focusing on experiences in Africa. It examines Nigerians’ interactions with the BBC World Service, and draws on active audience theory and Joseph Nye’s soft power concept to unpick their complex relationship. Using documentary analysis, focus groups and individual interviews, the study unpacks how Nigerians deploy digital devices to engage with the BBC – and how the broadcaster leverages this to extend its influence. The impacts of digital technologies on participatory programming and audience interactivity – and the theoretical implications – are also analysed.

中文翻译：

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移动电话和非洲受众参与全球媒体的不断变化的模式

本文探讨了数字时代跨国受众参与全球媒体的模式和后果，重点关注非洲的经历。它考察了尼日利亚人与 BBC 国际台的互动，并利用活跃受众理论和约瑟夫·奈的软实力概念来解开他们之间复杂的关系。该研究通过文献分析、焦点小组和个人访谈，揭示了尼日利亚人如何使用数字设备与 BBC 互动，以及广播公司如何利用这一点来扩大其影响力。还分析了数字技术对参与式节目和观众互动性的影响及其理论意义。