Labouring and Smiling: Re-Imagining Digital Colonialism in Africa, Silicon Valley Big Techs, and the Politics of Prosumer Capitalism in Nigeria

Does Africa suffer from the paucity of epistemic inquiry on digital capitalism, mostly, spearheaded by social media platforms within the confines of the global digital economy? The growing corpus of literature points to digital colonialism and prosumer capitalism as critical components in understanding the global digital economy. Yet, postcolonial Africa lags in the negotiation of power within the political economy dynamics of digital capitalism. Thus, in an age of big data, platformisation and extraction of human life, is there a reincarnation and excavation of colonialism of old in the form of digital prosumer capitalism in the continent? Using Nigeria as a geo-economic prism, the paper reimagines digital colonialism from a critical perspective. It seeks to discharge the underlying appropriation of economic power through digital colonialism; and show how prosumer capitalism grounds its practices in Nigeria, thereby, recentring the debate on digital economic inequalities given the global digital capitalism paradigm.