SUBLIMINAL MESSAGES IN THE NIGERIAN MOVIE “A TRIBE CALLED JUDAH”

This research focused on the assessment of subliminal messages in the Nigerian movie "A Tribe Called Judah", specifically among Mass Communication students at the University of Cross River State (UNICROSS). The study aimed to achieve several objectives: 10 identify the messages presented in "A Tribe Called Judah" from the perspective of UNICROSS Mass Communication students; to analyze how these messages Were conveyed through the movie's themes, characters, and dialogue; to determine the implications of these messages for Mass Communication at UNICROSS:; and to understand how students perceived the underlying messages in the film. The study utilized George Gerbner's Cultivation Theory 1975 and Albert Bandura's Social Cognitive Theory 1986 as its theoretical framework. A qualitative research method was employed, using focus group discussions and purposive sampling techniques. Findings revealed that "A Tribe Called Judah" utilized subliminal messages through symbols and cultural elements, exploring intricate themes of identity and social dynamics within Nigeria's diverse ethnic groups. The film encouraged audiences to reflect on multicultural coexistence and societal perceptions. It presented a complex portrayal of characters, themes, and dialogue that challenged social stereotypes, emphasizing the significance of family support and community in addressing issues such as single motherhood and poverty. The study recommended that filmmakers incorporate diverse cultural symbols and narratives that accurately reflected the complexities of multicultural identities, enhancing audience understanding and appreciation. Additionally, it suggested that media literacy programs be developed to equip audiences with the skills to critically analyze films and narratives, empowering them to recognize and challenge social stereotypes while engaging with themes of family support and community resilience. Finally, discussions and workshops were suggested for Mass Communication students to focus on how family dynamics were portrayed in media, promoting critical thinking about how these representations influenced societal attitudes and fostered empathy towards diverse experiences.