NOLLYWOOD AND THE PROMOTION OF NIGERIAN CULTURAL VALUES: CONTENT ANALYSIS OF SELECT HIGH GROSSING MOVIES’

This research study focused on exploring the role of Nollywood, Nigeria's vibrant film industry, in the promotion of Nigerian cultural values. Nollywood has gained international recognition and has become a powerful medium for communication, shaping perceptions of Nigeria and its cultural heritage. However, there has been a growing concern that the industry, driven by commercial interests, may have prioritized financial gains over the preservation and promotion of Nigerian cultural values. To address this concern, this study aimed to conduct a comprehensive analysis of select Nollywood movies to examine the extent to which they depicted and promoted Nigerian cultural values. Through a content analysis approach, the research questions sought to identify prevalent Nigerian cultural values portrayed in Nollywood movies, analyze how these values were portrayed, and assess the level at which Nigerian cultural values were promoted compared to Western cultural values. The findings of the study shed light on the representation of Nigerian cultural values in Nollywood movies. It was discovered that while Nollywood movies did showcase aspects of Nigerian culture, there was also a notable presence of Western elements in their narratives, themes, and character portrayals. This observation raised questions about the extent to which Nollywood movies effectively promoted and preserved Nigerian cultural heritage. The study emphasized the need for a deeper understanding of the portrayal of Nigerian cultural values in Nollywood movies to assess their impact on the promotion and preservation of Nigerian cultural heritage. The study concludes that there is a visible shift towards the inclusion of more Western cultural elements in some movies, which sometimes overshadow the promotion of Nigerian cultural values. It was therefore recommended that film makers should incorporate local customs, languages, and traditions and work with cultural experts for authentic portrayal of Nigerian values.