INFLUENCE OF NOLLYWOOD ON THE DRESSING PATTERN OF STUDENTS IN NIGERIA TERTIARY INSTITUTIONS

CHAPTER ONE

INTRODUCTION

1.1            Background of the study

The value of Nollywood  movies as a medium of mass communication is esteemed all over the world. In Nigeria there are over one million audiences of home movies films who are affected in one way or the other, by the subjects treated in Nigerian home movies. These movies portray message that have Influence on the viewers, mostly, their mode of dressing. Movies hold a very special place in the culture of a people. “Movies, like books, are a culturally special medium…an important medium of cultural transmission (Baran, 2009:75). Studies show that movies contribute to socialization and the transmission of culture (Baran, 2009; Daramola, 2007). In contribution, Aldana (2004:1) submits that: “movies are powerful instrument that can build or destroy a people’s culture due to its conversational nature. It also plays a role in the daily lives of men and women in the way they perceive and conceived themselves and in the way they conduct their own lives”

O’Rork (2006) and Wogu (2008) argue that audiences are more likely to emulate models of behavior seen on the media if they expect to receive gratification from emulating another person. Behaviour is influenced not only by personal or live models but by those presented in the mass media”. (O’ Rork, 2006:72) Analyses on media Influence continue to show that the media have Influence on the pattern of behaviour of its audience. (Uwakwe, 2010; Okunna, 1999). Okunna, (1999) opines that because of their special power to affect the way people think, feel and behave, the mass media have been credited with incredible persuasive ability to change attitude and behaviour (pg161). Studies show that, the home movie, living in bondage, released in 1992, set the stage for the Nigerian indigenous home movie, popularly known as Nollywood. This industry has continued to grow and explode to greater proportion such that it has pushed foreign media off the shelves of movie rental shops across Nigeria and other parts of Africa (Uwakwe, 2010). Thus, Nollywood is the household name for Nigerian movie industry and which by definition, means Nigeria’s movie industry by Nigerian production team for the Nigerian audience. Against this backdrop, the study seeks to examine the influence of Nollywood movies on the dressing pattern of student in Nigeria tertiary education.

1.2            Statement of the problem

Nollywood movies are veritable tools of mass communication, which cut across national and cultural boundaries with wide and fast distributing networks internationally. Nollywood movies are seen as source of entertainment and education, as well as conduit for promoting Nigerian culture. Thus cultural transmission is a major role of the home movies. In the face of media imperialism by foreign media and the over shadowing of Nigeria’s cultural values and manifests, it becomes important to examine the home movies to ascertain if it is influencing the dressing pattern of Nigerian youths. An examination of some of the home movies will reveal that they portray nudity while some of the movies portray costumes that reflect the rich Nigerian culture, manifest in her traditional mode of dressing Media and cultural researchers have noted that dressing is a manifest reflection of a people’s culture. The Nigerian movie industry suppose to be an active player in promoting the Nigerian culture but what is obtainable is nearly apathetic. The movie industry has deviated from transmitting indigenous culture to foreign culture where nudity, hooliganism, indecent dressing serves as the central themes. Nollywood movies have both positive and negative influence on youths. Negative influence of home movies are detrimental to Nigerian’s cultural objective and values. Positive Influence however, will be such that

promotes pride in Nigeria’s values and seeks to retain her rich culture as against preference for western pattern of dressing characterized by nudity and indecent dressing. These are the problems or issues for which this research tries to find solutions.

1.3            Objective of the study

The primary objective of the study is as follows

1.       To examine the impact Nollywood  movies have on Nigerian student  dressing pattern.

2.       To examine  the factors responsible for Nollywood influence on Nigerian students.

3.       To find out if Nollywood movies have any contribution on Nigerian students.

4.       To examine the  perception of youths about Nollywood movies.

1.4            Research Questions

The following questions have been prepared for this study

1)      What is the impact Nollywood  movies have on Nigerian student  dressing pattern?

2)      What are the factors responsible for Nollywood influence on Nigerian students?

3)      Do Nollywood movies have any contribution on Nigerian students?

4)      What are the  perception of youths about Nollywood movies?

1.5            Significance of the study

This study focuses on influence of Nollywood on the dressing pattern of students in Nigeria tertiary institutions.

This study will be of benefit to Nollywood industry as it will open their eyes to the effect some of their activity have on Nigerian students and thereby helping them to work around ways these activities can be reduced

This study is significant to the Nigerian broadcasting commission, as it will make them improve in the ways they censor most of these Nollywood movies.

This study is also significant to the academic community as it will contribute to the existing literature.

1.6            Scope of the study

This study will examine influence of Nollywood on the dressing pattern of students in Nigeria tertiary institutions. The study will also,examine the impact Nollywood  movies have on Nigerian student  dressing pattern. More so, the study will examine  the factors responsible for Nollywood influence on Nigerian students. Furthermore , the study will find out if Nollywood movies have any contribution on Nigerian students. Lastly , the study will examine the  perception of youths about Nollywood movies. Hence this study is delimited to Lagos state University student.

1.7            Limitation of the study

This study was constrained by a number of factors which are as follows:

Just like any other research, ranging from unavailability of needed accurate materials on the topic under study, inability to get data

Financial constraint , was faced by  the researcher ,in getting relevant materials  and  in printing and collation of questionnaires

Time factor: time factor pose another constraint since having to shuttle between writing of the research and also engaging in other academic work making it uneasy for the researcher

1.8            Definition of terms

Nollywood : a sobriquet that originally referred to the Nigerian film industry

Dressing pattern: a certain way with which a person dresses