I.M.T Female Students’ Preference Of Nollywood Movie Genres

Project and Seminar Material for Mass Communication

Abstract

The purpose of this study is to examine the trends and preference of the Nollywood movies genre. It aims to study the rising success of the industry; characters that are portrayed in films, the production process, viewership of films and its impact on audiences. Nollywood movies have held a stigma of obsessive and repetitive thematic themes, yet their popularity is increasing with over a thousand Nollywood films being made each year. With a detailed literature review, content analysis of selected films, a survey on audiences this study focused on the various elements that are significant to the rise of the Nigerian film industry. Although the films have been known to be unrealistic, Nollywood has been a staple in many African homes. It was found that people within the country love Nollywood films and the growing diaspora of Nigerians has led Nollywood to be accessible on multiple platforms

Chapter One

Introduction

1.1 Background of the Study

A Nigeria movie, living in bondage, which was produced in 19992 opened the floodgates of Nigeria’s movie industry, Nollywood (Overwere, 1992.12) Erer since, many Nigerians have developed much interest n watching Nigeria films. Many more movie are produced daily to match the ever-growing demand by viewers. The industry thrived. Many receivers begin to prefer one movie to another. This has made it expedient to classify movies bases on their theme.

The Nollywood movie games are the evangelical, city girl, romance, ritual, comedy, action/gangster, cultural, epic/adventure and fantasy games (Overwere, 1998:35). Because of these games, Nigerian receivers select which movie genre to watch. This may be based on personal choices or otherwise.

1.2 Statement of the Research Problem

The portrayal of negative themes has been the basis of Nigerian film industry, probably because of the gains gotten form constant patronage from its audience as well as the interest the audience members have in pornography, nudity, violence and the likes. The industry was accused of over emphasizing negative themes. The national film and vieo consors Board, (the industry regulatory body) in its guidelines for motion picture producers, called for production to be above board in portrayal of violence, crimes, sex, pornography, vulgarity, obscenity and other sensitive subjects (NFVBC, 2000). This research work tries to X –ray I.M.T female students preference of Nollywood movie genres and the impact Nollywood movies create on students of higher institutions. Since students which are the audience of Nigerian movies also constitute members of the society, and the media, especially television, is also capable of influencing an individual’s behavior, the negative effects of these videos will also indirectly affect the society at large that is to say when these students adopt some certain behavior as a result of these movies, it could indirectly affect the society by creating social problems such as increase in rape reports, abortion over-crowding of motherless badies homes due to unwanted babies, violence, increased crime rate and juvenile delinquencies.

1.3 Objectives of the Study

The objectives of my study are:

To know if there are genres of Nollywood movies.
To determine if viewers have preference for any genre.
To find out reasons behind any preference.

1.4 Significance of the Study

This study is suitable now that Nollywood is growing fast. As a result, the work will enhance their productivity. The study will also add to the existing body of knowledge in the movie industry in particular and mass communication in general.

Movie-viewers will know that there are different types of moves that meet their individual tastes. Government will equally benefit from this work because the movie industry would boost the nations’ economy.

1.5 Research Questions

The following are my research questions:

Are there genres of Nallywood movies?
Do viewers have preference for any genre?
What are the reasons behind any preference?

1.6 Research Hypotheses

I have formulated the following hypothesis:

Hi: There are genres of Nollywood movies.
Ho: There are no genres of Nollywood movies
H2: Viewers have preference for any genre of movies.
H0: Viewers have no preference for any genre of movie.
H3: There are reasons behind any preference
H0: There are no reasons behind any preference

1.7. Theoretical Framework

Cultivation theory

George Gerbner’s cultivation theory has to do with the idea that television has the power to stage our perceptions of reality and the world around us by affecting our attitudes and certain ways of thinking. According to Gerbner, cultivation theory assures that the more time people spend watching television, the more their world views will be shaped by their television exposure.

Gerbner divided viewers into three groups, namely: light, moderate and heavy viewers. (gulisano, 2008 P.I). Through various experiments, he discovered that, despite their race or socioeconomic class, people who viewed more television had more mainstreamed and homogenus views and perceptions that converged with those represented on television shows.

In effect, Gerbner’s cultivation theory explain the many important ways that television shapes, influences, and reinforces viewer’s perceptions of social reality.

1.8 Scope and Limitation of the Study

The scope of this study is limited to I.M.T female student’s preference of Nollywood movie genres

a) Availability of Research Material:

The research material available to the researcher is insufficient, thereby limiting the study

b) Time:

The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.

c) Finance:

The finances at the disposal of the researcher was a major constrain to the scope of the study as the researcher could not cover the entire population of IMT female student.

1.9 Operational Definition of Terms

Genres

Genre is any form or type of communication in any mode (written, spoken, digital, artistic, etc.) with socially-agreed upon conventions developed over time.

Nollywood

Nollywood is a sobriquet that originally referred to the Nigerian film industry. The origin of the term dates back to early 2000s, traced to an article in The New York Time.

Entertainment

Entertainment is a form of activity that holds the attention and interest of an audience, or gives pleasure and delight.

Student

A student is a learner or someone who attends an educational institution. In the United Kingdom, those attending university are termed “students” while “pupil” refers to an attendee of a lower educational institute; the same was typically true in the United States previously where student was considered a more lofty and ambitious title, one who was actively seeking knowledge, not just learning it because they were required to

1.9 Organization of the Study

This research work is organized in five chapters, for easy understanding, as follows

Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study.
Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature.
Chapter three deals on the research design and methodology adopted in the study.
Chapter four concentrate on the data collection and analysis and presentation of finding.
Chapter five gives summary, conclusion, and recommendations made of the study

Chapter Five

Summary, Conclusion and Recommendation

5.1 Introduction

It is important to ascertain that the objective of this study was to ascertain IMT student’s preference of Nollywood movies genres.

In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of IMT student’s preference of Nollywood movies genres.

5.2 Summary

In summary, results seem to support both the research of Gupta and Lord (1998) and Brennan and Dubas (1999), which found that prominent brand placements promote a significantly higher level of brand awareness than subtle brand placements and that the greater use of sensory cues may increase effectiveness of brand recall. Although the subtle placement category received lower percentage scores in all three test questions, these scores might have been even lower if the subtle placement in the movie.

5.3 Conclusion

To conclude, the Nollywood film industry is gaining recognition on an international scale. With Nigerians migrating to places like the UK and US the importance here is just as significant as it is in Nigeria. Nigerians have access to the Nollywood films they know and love. Nollywood film distribution varies from place to place. Viewers can find them in the market on Lagos Island, YouTube, IrokoTV, and local African video shops to name a few. With the growing age of technology there have been more avenues that have allowed audiences to view Nollywood movies through new media platforms. And the genres of Nigerian movies has vastly appreciated in comparism to the genesis of Nigeria movie industry.

5.4 Recommendations

The study therefore recommends the following:

Media and film regulatory frameworks must continue to be vigilant in screening contents of home movies so as to ensure that more educative and academic curriculum related movies is produced
A proactive media approach to issues containing cultural imperialism should be adopted by the media.
The home movie industry should use their medium to promote the very rich educational values of Nigeria and African.
Media and film training institutions should as a matter of national importance encourage the increase in local content of their training curricula and structure.