THE INFLUENCE OF FILM AS A MASS MEDIUM ON A SECOND WAVE MILLENNIALS (CASE STUDY OF THE SECOND WAVE MILLENNIALS IN NIGERIA )

ABSTRACT This study examines the influence of film as a mass medium on second wave millennials in Nigeria. Film, as a powerful channel of communication, plays a significant role in shaping attitudes, values, perceptions, and behaviors of individuals, particularly young adults who are highly exposed to media content. The research focuses on second wave millennials, typically individuals born between the late 1980s and mid-1990s, who have grown up during the expansion of digital media and globalization. Using a case study approach, the study investigates how films influence their lifestyle choices, social behavior, cultural orientation, and worldview. Data for the study were collected through questionnaires and interviews administered to selected respondents within Nigeria. The findings reveal that films significantly impact the dressing patterns, language use, social interactions, and value systems of second wave millennials. It also shows that while films can promote positive values such as education, hard work, and social awareness, they can equally encourage negative behaviors such as violence, materialism, and cultural erosion. The study concludes that film remains a powerful tool in shaping societal norms and recommends that filmmakers, regulatory bodies, and viewers should be more conscious of the content being produced and consumed. It further suggests the need for media literacy among young audiences to enable them critically analyze film content.