The Representation of Nigerian Indigenous Culture in Nollywood
Asogwa Chika Euphemia, Onoja Ibe Ben, Ojih Emmanuel Unekwu
Journal of Scientific Research and Reports · pp. 97–107 · Published 27 Apr 2015
10.9734/JSRR/2015/15596Abstract
The general objective of this study is to appraise the representation of the Nigerian (African) culture in the global market by the Nigerian Nollywood. Specifically, the study tries to find out how The Nigerian Nollywood projects Nigerian rich local cultural values to the outside world; and appraise how the influx of foreign cultural values into the Nigerian local film production affects the nation’s cultural heritage. Nigeria or Nollywood is chosen for this study because of her position in the continent and her leading role in the film industry in Africa. This study becomes also necessary because, despite the fact that Nollywood ranks and competes with Hollywood and Bollywood, in terms of quantity, locally outsell foreign ones, and are also appreciated all over the world; Nigeria continues to suffer negative image in the comity of nations and critics kept crying foul over the erosion of indigenous cultures. To this end, this study employs case reference analysis method and analyzed some films purposively selected for the performance of this task. The study observes among others that Nollywood dwells too much on the negative aspect of the nation’s cultural practices to the detriment of the nation’s image. It was also discovered that the act of borrowing themes, plots etc, from foreign films has done much harm than good to the preservation of the indigenous culture. The study concludes that the increasing quantity of filmic contents from the Nollywood had not helped much in the area of projecting the nation’s positive image and rich cultural heritage to the outside world as the quality of the filmic contents that emanate from the Nollywood remains grossly inadequate or usually situated out of context thereby re-enforcing the negative image fostered on Nigeria and Africa at large by the foreign media. The study therefore recommends among others that further productions should focus more on portrayal of the rich cultural Nigerian values rather than imitating the western culture or leaning narrowly on the nation’s or continent’s past negative cultural practices that have no place in the current Nigerian society anymore.
References (19)
- 1 The Agenda-Setting Function of Mass Media [DOI]
- 2 News That Matters: Television and American Opinion, Updated Edition
- 3 An Introduction to Theories of Popular Culture [DOI]
- 4 Agenda-setting Effects of Business News on the Public's Images and Opinions about Major Corporations [DOI]
- 5 Agenda Setting and International News: Media Influence on Public Perceptions of Foreign Nations [DOI]
- 6 The emergence of American political issues : the agenda-setting function of the press
- 7 Understanding Influence on Corporate Reputation: An Examination of Public Relations Efforts, Media Coverage, Public Opinion, and Financial Performance From an Agenda-Building and Agenda-Setting Perspective [DOI]
- 8 HOW THE NEWS SHAPES OUR CIVIC AGENDA [DOI]
- 9 International Coverage, Foreign Policy, and National Image: Exploring the Complexities of Media Coverage, Public Opinion, and Presidential Agenda
- 10 Nollywood Confidential: The unlikely rise of Nigerian video film
- 11 The Emerging Video Film Industry in Nigeria: Challenges and Prospects [DOI]
- 12 Attitude of Audience Members to Nollywood Films [DOI]
- 13 Nollywood: The Nigerian Film Industry
- 14 The Public Dimension of Foreign Policy [DOI]
- 15 Content Analysis of Programs Produced by Nollywood Particularly on Africa Magic: DSTV
- 16 Film makers and film making in Nigeria: problems and prospects
- 17 Nollywood: A Viable Vehicle of Public Diplomacy in Nigeria [DOI]
- 18 Le cinéma et l'afrique
- 19 Nollywood: the video phenomenon in Nigeria [DOI]
Cited by 23
Kelechi Uzoma Agoha · Frontiers in Art and Design · 2025
Nnaemeka E. Enemchukwu · Open Journal of Social Sciences · 2024
Perpetua Ogechi Vitalis, Richard N. Amadi, Dike Harcourt White · Unisia · 2024
Temitope O. Labinjo · Culture, Health & Sexuality · 2025
Ruth Karachi Benson Oji · FILLM Studies in Languages and Literatures · 2024
Amaechi Kingsley Ekene, Prince Obinna Njoku · Africa’s Creative Frontiers · 2026
Kasim Adoke, Ishaq Saidu · Re-centering Cultural Performance and Orange Economy in Post-colonial Africa · 2022
Kate Azuka Omenugha, Nelson Obinna Omenugha, Henry Chigozie Duru · IAFOR Journal of Cultural Studies · 2019
Chika Onyinye Nnabuife, Zitta Nankyen Dombut, Nwodu Gloria Eberechi · European Journal of Theoretical and Applied Sciences · 2024
Showing 9 of 23 known citations — external sources report more than can currently be individually listed.
Related research
- Biodegradable Film from Cellulose for Fruit and Vegetable Packaging: A Review of Properties and Prospects — shares topic coverage
- Cinema as a Tool for Teaching Psychiatry: A Systematic Review — shares topic coverage
Article metrics
Real usage data collected on this platform.
36
Page views
0
PDF downloads
8
Outbound clicks
23
Citations
Views over time
Views by country
Approximate, from request IP at view time — not citizenship or institution. Countries with fewer than 5 views are grouped as "Other".
Traffic sources
Referring site, by host.
Views and downloads exclude known bots/crawlers. Citations combines this platform's own DOI-resolved index with each external source's own reported total — see Cited by above for individually listed citing works. Last refreshed 0 seconds ago.