ASSESSING THE INFLUENCE OF NOLLYWOOD MOVIES ON CULTURAL IDENTITY AMONG NIGERIAN YOUTH. A STUDY OF STUDENTS OF NASARAWA STATE UNIVERSITY KEFFI
- Project Research
- 1-5 Chapters
- Quantitative
- Mean and Standard Deviation
- Abstract : Available
- Table of Content: Available
- Reference Style: APA
- Recommended for : Student Researchers
- NGN 3000
Background of the study
Throughout the course of history, various worldviews have consistently discerned the moral inclinations of individuals across the globe. Indeed, this statement holds true not only for Nigerians but also for individuals hailing from various other nations. The aforementioned statement elucidates the overarching cognitive perspective held by an individual or society, which encompasses the totality of their knowledge and perspective. (According to the source cited as "Wikipedia 2013")
In their study, Olu and Iduaja (2007) made an observation regarding the proliferation of visual images through various mediums such as television, cinema, and the internet. They argue that this phenomenon has led to the emergence of a global village, where individuals from diverse backgrounds are able to share and exchange different world views. It is widely held in Nigeria that home movies have a tendency to portray the culture of Nigeria in a negative light. According to Frank Aig-Imoukahude in Opubor's seminal work from 1995, it has been duly acknowledged that a considerable number of Nigerians have expressed their concerns regarding the deleterious nature of the cinematic productions exhibited within the confines of Nigeria. A multitude of individuals have expressed their criticism towards the nation's television for showcasing content that exhibits contradictions or erodes the quality of life, thereby undermining the values and norms held by the populace. What is required are cinematic productions designed for self-reflection, aimed at elucidating the realities of life in Nigeria.
The term "Nollywood movies" refers to a broad category of pre-recorded media that is typically available for purchase or rental, specifically intended for home cinema entertainment. The term in question finds its origins in the VHS era, a time when the prevailing medium of choice was the video tape. However, it has since transcended into the realm of current optical disc formats, such as DVD and Blu-ray disc, and to a lesser extent, into digital methods such as Netflix. The Nollywood films industry is responsible for the dissemination of films, telemovies, and television series to the general public in the form of video, utilising a variety of formats. These items are either purchased or leased, subsequently being viewed in the privacy of one's own residence by individual consumers. (Wikipedia 2014) Cultural identity, as an inherent aspect of human existence, engenders positive consequences for individuals in their capacity as members of society. The concept in question possesses the potential to be effectively implemented on a global scale, encompassing the entirety of the global society. Morals, my dear interlocutor, are indeed principles that are acquired through the process of learning, serving as a means to discern the distinction between what is morally correct and what is morally incorrect.
The cultivation of empathy and various other manifestations of social awareness play a pivotal role in the maturation and refinement of one's moral sensibilities. Morality encompasses an individual's beliefs regarding the suitability or virtue of their actions, thoughts, or emotions. Childhood is a crucial period during which moral standards commence to take shape, a process that frequently persists well into adulthood. The history of Nollywood films reveals that the inception of recording and presentation of actualities can be traced back to the Lumiere Brothers' notable achievement on December 28th, 1985. It was during this time that they successfully recorded the mundane yet significant event of "break time" in their factory. Dosumu (1995) avers that, when the Lumiere brothers, Louis and August, unveiled their cinematographer in the basement of the grand café in Paris on December 28th, 1895, they undoubtedly experienced a sense of satisfaction, as they had discovered a novel medium for the recording and presentation of actualities. The act of documenting activities is the primary function of a documentary, and this is precisely what the Lumiere Brothers accomplished with their recording of "Break Time" in the factory. The impact of the film medium on the market has been both significant and diverse, as it has effectively conveyed ideas and aspirations across different cultures. The development of films in Nigeria can be traced back to the colonial era, which played a significant role in shaping the early stages of this artistic medium. The initial film production occurred at the esteemed Glover Hall in Lagos, precisely on the auspicious day of Monday, August 12th. This momentous occasion spanned a duration of ten consecutive nights, showcasing the dedication and commitment of the cast and crew. Messrs. Bolboa of Borceonia, Spain, meticulously executed the task of shaving the film under the astute management of the esteemed Nigerian figure, Herbert Macaulay. However, it is worth noting that the commencement of film production occurred relatively tardily. As per the scholarly work of Balogun (1987), it is noteworthy to mention that Obe is widely acknowledged as the pioneer who successfully executed a standardised film production in Nigeria. This remarkable feat was accomplished through the creation of a silent film specifically commissioned by the health department in the year 1936.
In the year 1947, the esteemed Nigerian government took the initiative to establish what is now known as the Federal Film Unit. In the 1950s, the production unit was responsible for the creation of numerous newsreels and documentary films. It is worth noting that during this period, the Nigerian film industry was predominantly under the control of foreign entities, with foreign films enjoying a complete dominance.
During this era, film exhibitions were conducted in various venues such as cinema halls, village squares, educational institutions, and religious establishments, among other locations.
The public exhibition of films facilitated the presentation exclusively of films that possessed a commendable degree of technical excellence. With the emergence of video cassettes, video compact discs (VCDs), and digital video discs (DVDs), the traditional practice of attending cinema centres and public arenas for film screenings has significantly diminished. Both children and adults can often be observed engaging in sedentary activities, such as sitting indoors, while being captivated by the mesmerising screens of their television sets. Subsequently, the realm of home films came into existence. The market is inundated with a plethora of films on a daily basis, encompassing various languages such as English, Pidgin English, Igbo, Hausa, and Yoruba.
It is of utmost importance to direct the Minister of Information and Communication, Mr. Labaran Maku, towards the significance of the arts and industry in Nigeria. It is evident that only an individual lacking in wisdom would dare to contend that the art and culture industry of a nation holds no significance in the process of national rebranding.
It has been duly established that the Nigerian movie industry, commonly known as Nollywood, holds the prestigious title of being the largest in Africa. Furthermore, it proudly ranks third globally, following the renowned Bollywood of India, with the illustrious Hollywood of the United States of America reigning supreme.
Nevertheless, a superficial examination of the substance found within our Nollywood film productions is sufficient to dissuade discerning travellers and visitors from engaging with our cultural offerings. It is worth noting that a significant majority, specifically over 90%, of the films that are released in Nigeria tend to portray a distorted and unfavourable image of the country. These cinematic productions often emphasise themes of violence and prominently feature afro-centric practices such as juju and ritualised killings. Furthermore, it is worth noting that a significant number of cinematic productions are often perceived as having explicit content due to the frequent portrayal of actors and actresses in a state of undress. Occasionally, one finds themselves pondering the origins of the script writers' imaginations, given the peculiar nature of the fantastical films they create. Even a young Nigerian who is growing up under the influence of these images is likely to develop negative perceptions about their environment and the people around them.
It is imperative, therefore, for Mr. LabaranMaku to take action in order to rectify these misconceptions and introduce a semblance of rationality into the industry. As Husein (2002) expressed with regret, "the attainment of sanity requires a considerable amount of time, as a significant amount of harm has already been inflicted." In this particular industry, an individual may garner attention and public sentiment by means of shedding tears during a cinematic production or by engaging in the act of disrobing on screen.
One might inquire, "Does the negative influence of Nollywood movies contribute to a transformation in cultural identity?" Opubor et al (1995) addressed this inquiry by asserting that the motion picture, among all forms of communication, possesses an unparalleled ability to captivate and influence. Through the utilisation of visual imagery, musical accompaniment, and sound effects, a film can transcend the constraints of language and cultural barriers, effectively conveying a similar message to audiences of diverse backgrounds.
As per the scholarly work of Lippman (1922), he posits that individuals tend to engage in actions based on the mental images they possess, rather than aligning their behaviour with the objective reality that exists beyond their cognitive realm. It is anticipated that upon the conclusion of this study, the resulting findings will serve to aid in the formulation and presentation of Nollywood films targeted towards the younger generation. Additionally, it will bring to light the significance of parental awareness regarding the impact of Nollywood films on the cultural identity of young individuals. Lastly, this study will contribute to the expansion of existing scholarly works pertaining to the influence of Nollywood films on the youth.
Brief History of Nasarawa state university
The esteemed Nasarawa State University is situated in the picturesque town of Keffi, which is nestled within the vibrant country of Nigeria. Nassarawa State University, Keffi (NSUK), is an esteemed tertiary institution that was established with the noble objective of fostering the promotion and dissemination of knowledge within the state and its surrounding environs. The establishment of NSUK can be traced back to the enactment of the Nasarawa State Law No. 2 of 2001, which was duly passed by the State House of Assembly during the tenure of the first democratically elected Governor of Nasarawa State, Governor (Dr.) Abdullahi Adamu. However, it is worth noting that NSUK was officially established and located in February 2002, specifically at the former premises of the College of Arts, Science and Technology (CAST) in Keffi. The establishment of this institution was undertaken with the primary objective of offering a platform for the residents of Nassarawa State to engage in the pursuit and attainment of higher education. The town of Keffi serves as the geographical location of interest. Nassarawa State University provides educational opportunities for both full-time and part-time students. The esteemed institution boasts a distinguished Post Graduate Faculty, which proudly presents an esteemed programme known as the Masters in Business Administration (MBA) within the esteemed department of Business Administration. Indeed, the esteemed institution boasts a total of four sprawling campuses. The primary location of the institution is Keffi, which serves as the central administrative headquarters. The esteemed senate of the institution, serving as the esteemed governing body, alongside the esteemed vice chancellor and all the esteemed senior members of the senate, are currently situated at the Keffi campus. The second campus is located in Lafia, which serves as the state capital. The third location is situated in Pyanku, which serves as the centre for continuing studies and IJMB. The final campus is situated at Gudi, serving as the designated location for the esteemed faculty of Engineering.
Statement of the Problem
Movies are veritable tools of mass communication which cuts across national and cultural boundaries with wide and fast disturbing networks internationally. It is obvious or crystal clear that the cultural identity of students can be influenced positively or negatively as a result of Nollywood movies. Therefore, the question this study seeks to answer is, how does Nollywood movies influence the cultural identity of students in Nasarawa state university Nasarawa state.
Objectives of the Study
The study has the following objectives
- To find out students who have access to television.
- To find out how often the students watch the Nollywood movies.
- To determine the level of exposure the students have to Nollywood movies.
- To find out the influence of Nollywood movies on the cultural identity of students of Nasarawa state university.
Research Questions
- What are the various Nollywood movies the students have access to?
- How often do the students of Nasarawa state university watch Nollywood movies?
- What is the level of exposure of students of Nasarawa state university to Nollywood movies?
- What is the influence of Nollywood movies on the cultural identity of students of Nasarawa state university?
Scope of the Study
The essence of this research study is to primarily study the influence of Nollywood movies on the cultural identity of students of Nasarawa state university.
Significance/ justification of the study
The study will help researchers with the information on the influence of Nollywood movies on the cultural identity of students of Nasarawa state university Nasarawa state. It will be relevant in assisting students in understanding the diversity of social media. It will provide relevant materials for students and other researchers undertaking similar research.
Operational Definition of Key Terms
Influence The ability of Nollywood movies to affect or alter the cultural identity of students of Nasarawa state university.
Nollywood movies A film on video tape for viewing at home.
Films Are moving pictures usually shown in a cinema on television and they often tell stories.
cultural identity Is an action that produces good outcome for the individual and members of a society.
Students: A person formally engaged in learning especially one enrolled in a school.
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