Table of Contents
Abstract. 2
CHAPTER ONE.. 5
INTRODUCTION.. 5
1.1 Background to the Study.. 5
1.2 Statement of the Problem... 6
1.3 Objectives of the Study.. 8
1.4 Research Questions. 8
1.5 Research Hypothesis. 9
1.6 Significance of the Study.. 9
1.7 Scope of the Study.. 10
1.8 Limitations of the Study.. 10
1.9 Organization of the Study.. 10
1.10 Definition of Terms. 11
CHAPTER TWO.. 14
REVIEW OF RELATED LITERATURE.. 14
2.1 Introduction.. 14
2.2 Theoretical Review.. 14
2.2.1 Cultural Imperialism Theory.. 14
2.2.2 Cultural Hybridity Theory.. 15
2.2.3 Globalization Theory.. 15
2.2.4 Media Dependency Theory.. 16
2.3 Conceptual Review.. 16
2.4 Empirical Review.. 21
2.5 Summary of Literature Review.. 23
Chapter Three.. 24
Research Methodology.. 24
3.1 Research Design.. 24
3.2 Study Population.. 24
3.3 Sample Size and Sampling Technique.. 25
3.4 Data Collection Methods. 25
3.5 Research Instrument. 26
3.6 Validity and Reliability of Instruments. 26
3.7 Data Analysis Techniques. 26
3.8 Ethical Considerations. 27
3.9 Scope and Limitations of the Study.. 27
3.10 Summary.. 28
CHAPTER FOUR.. 29
DATA ANALYSIS AND INTERPRETATION.. 29
4.1 Preamble.. 29
4.2 Socio-Demographic Characteristics of Respondents. 29
TABLES BASED ON RESEARCH QUESTIONS.. 33
4.3 Analysis of the Respondents’ Views on Research Question one:. 33
Discussion of Findings. 45
CHAPTER FIVE.. 48
SUMMARY CONCLUSION AND RECOMMENDATIONS.. 48
5.1 Summary of Findings. 48
5.2 Conclusion.. 49
5.3 Recommendations. 49
REFERENCE.. 51
QUESTIONNAIRE.. 53
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
The Nigerian film industry, popularly known as Nollywood, has emerged as a significant cultural force since its inception in the early 1990s. Its rapid growth and widespread influence offer a compelling case study in how local media can impact both national culture and global markets. Nollywood’s contribution extends beyond mere entertainment, as it has played a pivotal role in shaping Nigerian cultural identity, influencing societal norms, and contributing to economic development within Nigeria. With an output rivaling that of Hollywood and Bollywood, Nollywood's extensive reach into global media markets presents an intriguing dynamic for cultural exchange and economic influence.
One of Nollywood's most notable impacts is its role in the preservation and promotion of Nigerian culture. Films produced by Nollywood often incorporate traditional narratives, languages, and customs, reflecting the rich cultural tapestry of Nigeria. This cultural representation is crucial in a nation with over 250 ethnic groups and numerous languages. Research by Okome (2010) highlights how Nollywood has become a medium for showcasing Nigerian traditions and values to a global audience, thus reinforcing national pride and cultural continuity (Okome, 2010).
Moreover, Nollywood’s influence extends into the global media market, demonstrating its economic potential and cultural reach. According to a report by the UNESCO Institute for Statistics (2014), Nollywood's revenue streams and film distribution networks have positioned it as a formidable player in the global entertainment industry. The industry's success in creating a unique niche market is evidenced by its substantial presence in international film festivals and its growing audience outside Africa (UNESCO Institute for Statistics, 2014).
The economic impact of Nollywood cannot be understated. The industry not only contributes significantly to Nigeria’s GDP but also provides employment opportunities for thousands of individuals across various sectors, from actors to film technicians. A study by Afolabi (2016) underscores Nollywood’s role in fostering economic growth and entrepreneurship within Nigeria, highlighting its capacity to drive local economic development through film production and distribution (Afolabi, 2016).
1.2 Statement of the Problem
The influence of Nollywood on Nigerian culture and global media markets presents a multifaceted issue that warrants thorough examination. Despite its significant impact, there is a lack of comprehensive understanding regarding how Nollywood shapes cultural identities within Nigeria and how it interacts with global media dynamics. Nollywood's rapid growth and its role as a major player in the global film industry highlight the need to investigate the ways in which its narratives contribute to or alter Nigerian cultural values and social norms. According to Okome (2010), Nollywood's representation of traditional and contemporary issues in its films plays a crucial role in the cultural landscape of Nigeria, yet the full extent of its impact on societal perceptions and cultural continuity remains underexplored (Okome, 2010).
Furthermore, Nollywood’s burgeoning presence in the global media market raises questions about its economic and cultural influence beyond Nigerian borders. As Nollywood films increasingly reach international audiences, understanding how they affect global media consumption patterns and cultural exchanges is essential. Afolabi (2016) emphasizes that Nollywood’s economic contributions and its growing footprint in global film festivals underscore its importance in the international media landscape. However, there is limited research on how Nollywood's global expansion affects its cultural authenticity and market positioning in comparison to other major film industries such as Hollywood and Bollywood (Afolabi, 2016).
1.3 Objectives of the Study
The main objective of the study is to examine Assessment of the Influence of Nollywood on Nigerian Culture and Global Media Markets. Specific objectives of the study are:
- To examine the impact of Nollywood on the evolution of Nigerian cultural values, norms, and identities.
- To evaluate the economic contribution of Nollywood to the Nigerian economy and its role in job creation and poverty reduction.
- To assess Nollywood’s global reach and influence on international perceptions of Nigerian culture and soft power.
1.4 Research Questions
To guide the study and achieve the objectives of the study, the following research questions were formulated:
- How has Nollywood influenced the portrayal and perception of gender roles, family structures, and social class in Nigerian society?
- What is the economic value of the Nollywood industry to the Nigerian economy, and what are the key drivers of its growth and sustainability?
- To what extent has Nollywood contributed to the global recognition and appreciation of Nigerian culture, and what are the factors that have facilitated or hindered its international success?
1.5 Research Hypothesis
The following research hypothesis was developed and tested for the study:
Ho: Nollywood has no significant influence on Nigerian culture and the global media markets.
1.6 Significance of the Study
The study is important for many reasons. The following are the major stakeholders this paper through its practical and theoretical implications and findings will be of great significance:
Firstly, the paper will benefit major stakeholders and policy makers in the mass communication sector. The various analysis, findings and discussions outlined in this paper will serve as a guide in enabling major positive changes in the industry and sub-sectors.
Secondly, the paper is also beneficial to the organizations used for the research. Since first hand data was gotten and analysed from the organization, they stand a chance to benefit directly from the findings of the study in respect to their various organizations. These findings will fast track growth and enable productivity in the organisations used as a case study.
Finally, the paper will serve as a guide to other researchers willing to research further into the subject matter. Through the conclusions, limitations and gaps identified in the subject matter, other student and independent researchers can have a well laid foundation to conduct further studies.
1.7 Scope of the Study
The study is delimited to Ministry of Tourism and Culture, Abuja. Findings and recommendations from the study reflects the views and opinions of respondents sampled in the area. It may not reflect the entire picture in the population.
1.8 Limitations of the Study
The major limitations of the research study are time, financial constraints and delays from respondents. The researcher had difficulties combining lectures with field work. Financial constraints in form of getting adequate funds and sponsors to print questionnaires, hold Focus group discussions and logistics was recorded. Finally, respondents were a bit reluctant in filling questionnaires and submitting them on time. This delayed the project work a bit.
1.9 Organization of the Study
The study is made up of five (5) Chapters. Chapter one of the study gives a general introduction to the subject matter, background to the problem as well as a detailed problem statement of the research. This chapter also sets the objectives of the paper in motion detailing out the significance and scope of the paper.
Chapter Two of the paper entails the review of related literature with regards to corporate governance and integrated reporting. This chapter outlines the conceptual reviews, theoretical reviews and empirical reviews of the study.
Chapter Three centers on the methodologies applied in the study. A more detailed explanation of the research design, population of the study, sample size and technique, data collection method and analysis is discussed in this chapter.
Chapter Four highlights data analysis and interpretation giving the readers a thorough room for the discussion of the practical and theoretical implications of data analyzed in the study.
Chapter Five outlines the findings, conclusions and recommendations of the study. Based on objectives set out, the researcher concludes the paper by answering all research questions set out in the study.
1.10 Definition of Terms
1. Nollywood
The term used to describe the Nigerian film industry, known for producing a high volume of films each year. Nollywood is recognized for its distinct style, storytelling, and rapid production methods, which have earned it a significant place in global media markets.
2. Cultural Influence
The impact that Nollywood films have on Nigerian cultural practices, values, and societal norms. This includes the ways in which Nollywood reflects, shapes, or challenges cultural identities and traditions within Nigeria.
3. Global Media Markets
The international platforms and audiences through which media content, including films and television shows, is distributed and consumed. Nollywood's influence in these markets refers to its reach, popularity, and economic impact beyond Nigeria’s borders.
4. Cultural Export
The process through which Nollywood films and related media content are distributed to international audiences. This includes the role of Nollywood in promoting Nigerian culture and narratives globally.
5. Diaspora Audience
Nigerians living abroad who engage with Nollywood films and other media. This group often maintains a cultural connection to Nigeria through its film industry and influences both the reception and production of Nollywood content.
6. Cultural Hybridization
The blending of Nigerian cultural elements with global influences within Nollywood films. This term describes how Nollywood incorporates and adapts global trends while maintaining its unique cultural essence.
7. Media Consumption Patterns
The behaviors and preferences of audiences regarding how they access and view Nollywood films. This includes trends in digital streaming, cinema attendance, and television broadcasting, and how these patterns influence Nollywood's reach and impact.
