Nigerian

(Yoruba)
Culture
What comes to your mind when you hear “Nigeria” ?

• It is a country in Africa, Poverty, Fraud, Corruption, Unclean water…

• Jollof Rice, Family, Unitedness,Cunny, Soccer, Great dance, music, movies, Fun , Beautiful
guys, Party, Hustlers, Accent.
Yoruba - Ọmọ Káàárọ̀-oòjíire
• Over 40 million Yoruba Speakers
• Nigeria, Togo, Benin Republic, Ivory Coast, Sierra
Leone, Ghana, Caribbean (Cuba), Brazil
• Yoruba vocabulary is also used in the Afro-
Brazilian religion known as Candomble, in the
Caribbean religion of Santeria in various Afro-
American religions of North America.
• Most modern practitioners of these religions in
the Americas do not actually speak or
understand the Yoruba language, rather they
use Yoruba words and phrases for songs that for
them are incomprehensible.
Family Values - Hofstede's
Individualism vs.
Collectivism

• Yoruba culture is generally

collectivist
• Strong emphasis on family and
community ties.
• Decision-making often involves the
group but elders has more say (Erin
Meyer Decision Consencus)
Modesty
• Modesty is highly valued aligning with the concept of
humility, respect, and greeting.
• "Ọmọ Káàárọ̀ -oòjíire", literally meaning, "The
People who ask, 'Good morning, did you wake up
well?”
• Culture of Greeting: Different greetings for different
occasion
Success

• Individual success is seen as

contributing to the collective.
• Success is often measured by
achievements
• Celebrate success a lot. There is
party for everything (Owambe)
Loyalty - Trompenaars'
Universalism vs.
Particularism

• Loyalty in Yoruba culture is

particularistic
• It rooted in close family and
community bonds.
• There is a strong sense of
duty and obligation to
support and remain loyal to
one's extended family and
community (Black Tax).
Communication Styles -
Hall's High-Context vs.
Low-Context
• Yoruba communication is high-context
• Relying on non-verbal cues, gestures,
and shared cultural symbols.
• Much is conveyed through implicit
understanding.
• Respect is communicated through subtle
cues.
Power Distance -
Hofstede's Power
Distance
• Yoruba society traditionally
has a moderate to high
power distance.
• Respect for elders and
authority figures is ingrained
and highly valued
• Respectful in communication,
name etc.
• Hierarchical structures are
evident in family, community,
and leadership roles.
Time Perception - Hall's
Monochronic vs.
Polychronic Time

• Yoruba culture tends to be

polychronic
• Flexible approach to time.
• Events start when participants are
present
Gender Roles - Hofstedes’ Masculinity vs. Feminity

• Yoruba culture tends to be Masculine

• Traditional gender roles exist
• Shift toward both genders working but
the Male still take up the responsibility.
• No Job, No love
• Males are the protector
Integration of Religious Beliefs -
Bennetts’ Integration Vs
Isolation

• Yoruba culture can be described as

multi-active
• Religion Integration with traditional
belief
• Rituals, ceremonies, and festivals play a
significant role in community.
Be Yoruba for a minute….
If you receive a wedding invitation in Lagos, Nigeria, telling you to show
up at 10:00 am, what's your foolproof strategy?

A) Make a grand entrance at 10:00 am.

B) Casually stroll in at 11:00 am

C) Play it safe: Give your friend a ring at 11:00 am to check if they've

kicked off the party
Be Yoruba for a minute….
Your mom gets a visit while you were watching a movie. Your mom then
shoots you the classic "side-eye", what's your genius move?

A) Demand the visitor's contribution to your snack stash. Priorities, right?

B) Stay glued to your movie, because cinematic dedication knows no

interruptions.

C) Follow your mom’s order: give a royal greeting to the visitor and sneak off
to your room like the smooth operator you are
Thank You