IDEAS home Printed from https://ideas.repec.org/a/epw/media0/v2y2023i4id503.html

Perception and Acceptance of Nollywood as Nigeria’s Cultural Ambassador among University Students

Author

Listed:
  • Steven Anu' Adesemoye

Abstract

Nollywood is considered the site of popular culture and harbinger of cultural renaissance, especially amongst young adults confronted daily with the remote acculturation that foreign films offer. While many stakeholders believe that Nollywood, the second most prolific film industry, dispenses cultural knowledge and memory across borders, Nigerian tertiary students are suspected of preferring Western flicks or vacillating between foreign and local films. Consequently, this study was conceived to ascertain if Nigerian students perceive Nollywood as a cultural industry and Nigeria’s cultural ambassador. A 5-point Likert Scale of a 13-item questionnaire was administered to 283 Lagos State University of Science and Technology mass communication students. The descriptive, t-test, and ANOVA findings revealed that the students in this study consider Nollywood a cultural industry. Still, their perception showed that Nollywood’s performance is weak regarding cultural representations. Therefore, the study recommends that Nollywood films portray endogenous and authentic cultural values. However, the research suggested a further study involving more students across Nigeria, with mixed methods and advanced analyses.

Suggested Citation

  • Steven Anu' Adesemoye, 2023. "Perception and Acceptance of Nollywood as Nigeria’s Cultural Ambassador among University Students," European Journal of Communication and Media Studies, European Open Science, vol. 2(4), pages 9-18, September.
    • Handle: RePEc:epw:media0:v:2:y:2023:i:4:id:503
    DOI: 10.24018/ejmedia.2023.2.4.3
    as

    Download full text from publisher

    File URL: https://eu-opensci.org/index.php/media/article/view/503
    File Function: Abstract page
    Download Restriction: no
    File URL: https://eu-opensci.org/index.php/media/article/download/503/164
    File Function: Full text
    Download Restriction: no
    File URL: https://libkey.io/10.24018/ejmedia.2023.2.4.3?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Ezinne M. Ezepue, 2020. "The New Nollywood: Professionalization or Gentrification of Cultural Industry," SAGE Open, , vol. 10(3), pages 21582440209, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ezinne Michaelia Ezepue & Chidera G. Nwafor, 2023. "October 1: Metaphorizing Nigeria’s Collective Trauma of Colonization," SAGE Open, , vol. 13(3), pages 21582440231, September.
    2. Oluwatumininu Olukayode Adebayo & Stacey Scriver, 2026. "Negotiating Nollywood: Women, Violence, and Postfeminist Sensibilities in the Nigerian Film Industry," Gender, Work and Organization, Wiley Blackwell, vol. 33(2), pages 457-468, March.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:epw:media0:v:2:y:2023:i:4:id:503. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Support (email available below). General contact details of provider: https://eu-opensci.org/index.php/media .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.