EXPOSURE TO NOLLYWOOD FILMS AND PERCEIVED INFLUENCE ON YOUTHS OF EKET METROPOLIS

Abstract This study examines how contemporary Nollywood films influence the attitudes, beliefs, and behaviours of youths in Eket Metropolis, Akwa Ibom State, Nigeria. The objectives were to assess film exposure levels, identify prevalent themes, evaluate influences on attitudes and behaviours, and determine the direction of impact. The study utilized theoretical frameworks including Uses and Gratifications Theory, Cultivation Theory, and Social Learning Theory to explore media effects and audience reception. A survey research design was employed, involving a structured questionnaire administered face-to-face to 400 randomly selected youths using cluster sampling. The questionnaire gathered demographic details and perceptions of Nollywood film content and its effects. The population comprised youths in Eket Metropolis, a diverse urban setting known for significant media access. Findings indicate that Nollywood films have a pervasive presence among youths in Eket Metropolis, with 32.6% watching weekly and 21.6% daily, primarily through digital platforms. Predominant themes in Nollywood films include romance (24.2%), comedy (20.1%), action/adventure (15.2%), and crime/thriller (18.5%), reflecting audience preferences and genre diversification. Nollywood films exert significant influence on youths in Eket Metropolis, particularly in shaping behaviour (35.2%) and social perspectives (63.5%), though perceptions vary. Key areas of influence include lifestyle choices (23.8%), social interactions (19.5%), and moral values (18.2%), underscoring Nollywood's role in cultural and personal development. The direction of influence is perceived as dualistic, with 33.0% viewing Nollywood's impact positively and 30.0% negatively, reflecting both cultural benefits and concerns about societal perceptions and behavioural patterns. It was Recommended that enhancing film content quality to align with positive cultural values, promoting media literacy programs, strengthening regulatory frameworks, encouraging diversity in storytelling, and fostering collaborative efforts among stakeholders.