IMPACT OF NOLLYWOOD IN PROMOTION OF

NIGERIAN CULTURE AND TRADITION

BY

ILUYEMI MARY FOLUKE

MATRIC NUMBER (2109072202)

DEPARTMENT OF MASS-COMMUNICATION, SCHOOL

LAGOS STATE POLYTECHNIC (LASPOTECH) IKORODU

This study examined the role of Nollywood in promoting culture and tradition. The survey
research methodology was adopted while two hundred copies of the questionnaire were
administered to the selected respondents within Movie Industries and movie viewers among the
mass communication students of Lagos State Polytechnic, Ikorodu. Findings have established
that Nigeria home movie industries are promoting our cultural values, it builds youths talents.
Also, poor funding of movie industries, inadequate production equipment, poor scripting, poor
story research and the advent of ICT have been described as the major problems facing movie
industries in Nigeria in promoting cultural and traditional. Nigeria home movie industries can
promote culture and tradition through stories that focus on culture, and traditions of Nigeria. It is
recommended that the Nigerian films censors commission should scrutinize films before they are
sent out for viewing by the larger audience and Scriptwriters should always have at the back of
their minds that Nigeria cultural heritage and traditions should be foremost on their minds when
they are writing any script. The potential role of Nollywood is to uphold Nigerian rich and
diverse culture, as well as serve as a penacea for unity among Nigerians in spite of tribe,
culture,religion or ethics differences.
 TABLE OF CONTENTS

TITLE PAGE

APPROVAL ABSTRACT

TABLE OF CONTENTS

CHAPTER ONE: INTRODUCTION

1.1 Background of the study

CHAPTER TWO: LITERATURE REVIEW

CHAPTER THREE: METHODOLOGY

CHAPTER ONE

1.0 INTRODUCTION

1.1 BACKGROUND OF THE STUDY

The term “Nollywood” initially applied to the Nigerian film industry. The New York Times
place is where the phase first appeared in the early 2000s. The phase is the topic of various
debates because there is no clear or accepted definition due to the history of changing meanings
and situations.

In recent times, the dominant Nollywood themes that are common are sex, ritualism,romance,
love, promiscuIty ,relationship and violence. The producers are sometimes exaggerating these
issues. Although the producers claimed to be using their movies to discourage social vices in the
society, as stated by cultivation theory,audience cultivate some values or do learn, and they
through the media adopt what they learnt from the movies into their social reality, to say that the
negative values from Nollywood are not being imbibed by the audience is to deny the undeniable
fact. However, these movies can send wrong message to the public about the country. It can
portray the country in a bad light,like ritualism. People outside the counrty seeing the movies
may think that is all the country is made of and in that sense would have a terrible image of the
country and would fail to see the country for what she truly is.

Merriam Webster Dictionary (online version) (2015) describes a movie as the act of recording moving
images that tells a story and that people watch on a screen or television. It is a form of entertainment
that enacts a story by sound and a sequence of images giving the illusion of continuous movement
(Fredrick, 2001).

1.2 STATEMENT OF PROBLEM

This study investigates the impact of Nollywood (Nigeria film) in promoting culture and
tradition with the view to know how far it has gone in projecting and promoting Nigeria culture
and tradition. Nigerian movie industry otherwise known as (Nollywood) has come of age and the
industry is growing from strength to strength across the globe. Day in day out, Nigerian movies
flood the global channels with a series of movies that dwell on various aspects of life.

Alice (2005) submits that a film is a powerful tool for the transmission of cultural values. Most
of the time, these films do not reflect the actual and true cultural values of Nigeria again. Rather,
our culture is being adulterated by an alien culture which is characterized by the use of guns,
kidnapping, nudity, disrespect for elders and other social vices.

Most of the home movies are scripted for commercial gain rather than promoting culture and
traditions, thereby forcing many Nigerians to have a preference for foreign movies (Bollywood,
Hollywood, Koran Film, Philippine and Chinese films etc.) than Nollywood because of the
content. The content of many Nollywood movies is not well researched and lack richness in
terms of promoting Nigeria true identity.

Piracy, on the other hand, is one of the challenging problems facing Nigerian home movie
industry, instead of the filmmakers making a profit they become losers by hampering the
performance of those in the sector since no proper legislation or enforcement on the violators
were made by the appropriate authority. Thus, the sector can achieve little or nothing in
promoting culture, tradition. It is against this backdrop the study examined the impact of
Nollywood in promoting culture and tradition.
1.3 AIM AND OBJECTIVES

To examine the extent to which Nollywood promote culture and traditions in Nigeria.

To evaluate how Nollywood has been able to promote culture and traditions.

1.4 RESEARH QUESTIONS

What is the extent to which Nollywood promote culture and traditions?

How has Nollywood been promoting culture and traditions?

1.5 SIGNIFICANCE OF THE STUDY

The study of this nature has a cultural interest in mind therefore, its findings hopefully will help
to identify the roles played and expected of Nollywood as an agent of social change, tool of
cultural promotion, unity, a means of the preservation of heritage, and promotion of cultural
values. It will bring to the fore the effectiveness and importance of Nollywood and Television
stations in achieving the much-desired cultural and traditional practices in Nigeria.

It will also enable Nollywood actors and other stakeholders to understand and appreciate its areas
of weakness and strength with a view to improving on them so as to serve their coverage
jurisdiction and county better.

Media houses will also through the findings of the study realize the need to pay attention to the
nature of programs that can enhance cultural promotion and how to schedule its programs
accordingly especially its soap opera and other forms of drama.

Finally, Nollywood scriptwriters and film producers will discover more areas of public interest
for the benefit of the public and overall cultural development; it will equally help in budgeting
and controlling appropriately these areas of public interest
The study will equally serve as good literature for both scholars and students of performing art,
mass communication, public administration, peace and diplomacy and other related disciplines
who might want to carry out similar or related research in the future.

1.6 SCOPE OF THE STUDY

The research investigated the impact of Nollywood in promoting culture and tradition” has been
narrowed down in scope to the Mass Communication student of Lagos state polytechnic, because
of its proximity and the fact that they are experienced citizens that can determine whether
Nollywood has actually promoted culture and tradition. It will also be very difficult if not
impossible to study all Nigerians or all film industries or marketers and all movie viewers in
Nigeria due to the time available for this work, other factors are inadequate funds, the nature and
geographical structure of Nigeria and other considerable logistics.

1.7 OPERATIONAL DEFINITION OF TERMS

Culture: the customary beliefs, social forms, and material traits of a racial, religion, or social
group.

Tradition: the cultural continuity in attitudes, customs,and Institution

Films: Are moving pictures usually shown in a cinema on television and they often tell stories.

Home movies: This is the movies that are recorded on videotapes, CDs and DVDs meant to be
watched on television at home. i.e pre-recorded videocassettes or videodisc marketed for home
viewing.

Movie industry: it is synonymous with the film industry which refers to the entertainment
industries involved in producing and distributing movies.

Impact: This means the effect or role of Nollywood Movies on culture and traditions.

Home video: A film on videotape for viewing at home.

Moral behavior: Is an action that produces a good outcome for the individual and members of
society.

Nollywood: The Nigeria video film industry is known as Nollywood movies in this context
which means the video films packaged by the Nigerian Home Video Industry for home viewing
or is the name attributed to Nigeria’s movie industry. They are usually in the videocassette
format or the video compact disc format.
Drama: A composition in verse or prose intended to portray life or character or to tell a story
usually involving conflicts and emotions through action and dialogue and typically designed for
theatrical performance. Broadly: A play, movie, or television production with a serious tone or
subject.

Role: A function or part performed especially in a particular operation or process.

Reference :

www.nfi.edu/nollywood/# NASHVILLE FILM INSTITUTE

Researchcage.com/2020

Merriam Webster online dictionary