ABSTRACT
This work explores
Nollywood as a visible vehicle for projecting the Nigeria’s national image in
the international community. National image remains a crucial and indispensable
variable in any nation’s quest for survival. Consequently, a developing country
has to invest both human and economic resources towards building and enhancing
a favourable and positive international image. Hence, the aim of the work is to
examine how Nollywood which has carved a niche for itself internationally has
been able to achieve significant international image of Nigeria. It zeros in on
Nollywood as both a contributor to Nigeria’s present image and as an image
change approach. As a symbol of our existence, Nollywood therefore, has the
power to create and destroy Nigerian image at home and abroad. Thus, despite
the critical views about the movie it produces. The different critical views
about Nollywood can be harnessed towards improving the status of the industry
as an art. The study concludes by making necessary suggestions for the purpose
of rapid and dramatic image redemption through Nollywood.
TABLE OF CONTENTS
Title
page … … … … … … … … … i
Approval
page … … … … … … … … ii
Dedication … … … … … … … … … iii
Acknowledgement … … … … … … … … iv
Abstract … … … … … … … … … … v
Table
of contents… … … … … … … … … vi
CHAPTER
ONE
INTRODUCTION
1.1
Background of the Study … … … … … … 1
1.2
Statement of the Problem … … … … … … 3
1.3
Objective of the Study … … … … … … … 6
1.4
Significance of the Study …. … … … … … 7
1.5
Research Questions … … … … … … … 8
1.6
Research Hypothesis … … … … … … … 8
1.8
Assumptions … … … … … … … … … 10
1.9
Scope and Limitations of the Study … … … … 11
References … … … … … … … … 13
CHAPTER TWO
LITERATURE REVIEW
2.1
The growth and development of Nollywood- movie
Industry ... … … … … … … … … … 15
2.2
Film as a Medium of Mass Communication … … … 18
2.3
Image and Reputation … … … … … … … 23
2.4
Nollywood as a Tool for International Image Building … 25
2.5 Reasons for
Projecting the Nigeria's National
Image
in the International Community … … … 27
2.6
Theoretical Framework … … … … … … … 29
References… … … … … … … … … 35
CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
3.1 Research Method… … … … … … … … 37
3.2 Research Design… … … … … … … … 41
3.3 The Population of the Study… … … … … … 43
3.4 Determination of Sample Size… … … … … 44
3.5 Sampling Technique… … … … … … … 48
3.6 Measuring Instrument… … … … … … … 49
3.7 Reliability and
validity of measuring
Instrument … … … … … … … … 50
3.8 Method of Data Collection and Analysis … … … 51
3.9 Expected Results… … … … … … … … 52
References… … … … … … … … … 53
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND
RESULTS
4.1 Data Presentation… … … … … … … … 54
4.2 Test of Hypotheses … … … … … … … 70
4.3 Discussion of Findings… … … … … … … 76
CHAPTER FIVE
SUMMARY OF FINDINGS, CONCLUSION AND
RECOMMENDATIONS
5.1 Summary of findings … … … … … 79
5.2 Recommendations … … … … … … 82
5.2 Conclusions … … … … … … … 83
Bibliography … … … … … … … 86
Appendix
I … … … … … … … 89
Appendix
II … … … … … … … 90
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Nollywood
came into existence due to demands to satisfy a social craving and to address
some existing demands of the society or its audience. It had in various forms
tried to present to the audience various aspect of Nigerian's life. The gory
nature of some of these presentations especially in the realm of rituals has
attracted vociferous condemnation and outrage in several quarters. Many people
see Nigeria film as flagrant display of barbaric attitude; it has not been
accused of falsification of historical facts. The crux of the matter here is
that the content of Nollywood shows that some film makers lack patriotism in
the projection of national image as seen in most of the films produced for
public consumption.
They
paint a gruesome picture of a country perpetually in turmoil and unsafe for any
form of investment by multinational companies. Ethnic chauvinism and political
rascality are elevated as desirable attitude in a world of decent people.
However, it is expected that the Nollywood can serve as a possible loud speaker
for the purpose of projecting the Nigerian’s image in positive light just as
the advertisers and marketers would to their products. This is why it is
pertinent to view the home video as an image maker for Nigeria.
The
film makers are supposed to be the people’s milieu, who can put forth actual
representations and portrayals with defined objectives without bias,
exaggeration and misrepresentation.
It
is therefore believed that ethical re-orientation of national information
manager and film makers is urgently needed to identify the boundaries of
national interest and avoid bravado journalism.
The
essence of this study, therefore, is to understand how other nationals perceive
Nigeria. It is important to know what has conditioned people's opinion and
attitudes towards Nigeria. The idea is to ascertain the basis for rationalizing
Nollywood as a rebranding and repositioning approach, and to determine what
competitive advantage could accrue from it.
1.2 Statement of the Problem
A
nation's image affects its performance International, Social, Political,
economical and cultural development. The bane of the Nigerian video film is the
lack of trained manpower; trained actors, directors, producers, specialized
technical inputs to poor 'Or outdated equipments.
Those
who provide the fund dictate what should be done even at the expense of
professional decency. This has also affected the music components of these
video films. This is as result of an uninformed producer taking advantage of an
uninformed public. The trend is reflective of the popular axiom that you can
only give what you have.
Ninety
percent of those who manage film making affairs in Nigeria today have little or
no knowledge of cinematographic art, nor do they possess any analytical or critical
ability. There is however a desire on their part to learn as the audience is
getting informed intelligibly from viewing well made video films.
It
is a well known fact that the story of any country can best be told by the
citizens of that country; there are diverse movies which have projected
Nigerians in very distasteful manner which are misleading and damaging. Some of
these movies always project rituals and the supernatural which portrays us in a
bad light.
The
power of movies and television broadcast which the home video has through its
message and reach cannot be underestimated. It is in this wise that the home
video is considered as a medium of advertising, marketing and to a large extent
rebranding the nation. Thus, filmmakers who are expected to utilize same for
the benefits of the Nigerian nation and its people have failed in restoring the
international image of the nation.
Over
the years, the industry has promoted certain identities and images which
critics have frowned at.
Among
these are the Image of ritualistic society, gruesome picture of a country
perpetually in turmoil and crises, the poor portrayal of the Nigerian women and
a display of a highly ostentatious and an oligarchic society-imageries and
ideas that have to a great extent become a norm, because avarice has replaced
art and Professionalism. Although some of these things do happen, the films are
supposed to preach against them and not glamorize them as the way to live.
1.3 Objective
of the Study
The
broad objective of this study is to appraise the role of Nollywood in the
international image of Nigeria.
It's
main objectives includes;
1. To
examine the effect of Nollywood on the society.
2. To
assess the effectiveness of Nollywood in the international image of Nigeria.
3. To
access how home videos project the international image of Nigeria.
4. To
investigate the effectiveness of film producers in Nollywood.
5. To
examine how Nigerian citizens and other nationals view Nigeria.
6. To
ascertain the basis for rationalizing Nollywood as an image change approach.
1.4 Significance
of the Study
This
research study focuses on the significant of Nollywood as a contributor to the
country's negative image and also a solution to it. It will go a long way in
enlightening the film makers on the steps and strategies on how best to produce
home videos that will promote and reposition the international image of
Nigeria. It would also generate issues that will lead to insight on the rich
benefits of Nollywood as an instrument of international image building.
This
research study will also benefit students and researchers. They will widen
their scope from the information contained in this research study.
1.5 Research Questions
The
following research questions are formulated for the purpose of this research
study.
i.
How does Nollywood portray the image of
Nigeria in international community?
ii.
What are the people's perceptions towards
Nigeria as a country?
iii.
Are Nollywood effective in repositioning
the international image of Nigeria?
iv.
Do Nigerian home videos impact positively
on the society?
v.
Is Nigeria's present international image
favorable?
1.6 Research Hypothesis
According
to Ogbuoshi (2006); a hypothesis is an intelligent guess or proposition as to
what will be the result or outcome of the study. The following research
hypotheses are formulated for the purpose of this work:
HYPOTHESIS ONE
Ho:
Nollywood do not project a positive image of Nigeria internationally.
H1:
Nollywood project a positive image of Nigeria internationally.
HYPOTHESIS TWO
Ho:
Nollywood is not effective in repositioning the international image of Nigeria.
H1:
Nollywood is effective in repositioning the international image of Nigeria.
Definition of Terms: Operational
i.
Nollywood:
This implies the totality of activities taking place in the Nigerian film
industry mostly home video films.
ii.
Image:
This simply means an impression that a person, an organization or a nation have
to its public or gives to its public.
iii. International Image:
This implies the perception of a nation by its publics in other nation or by
other people in other countries.
1.8 Assumptions
We
assume that film producers are not effective in the production of Nigerian home
videos and they project a negative international image of the nation in their
productions, therefore, they are not effective in repositioning the
international image of Nigeria.
1.9 Scope and Limitations of the Study
This
research study on Nollywood and the international image of the Nigeria is focused
in Enugu state due to the largeness of the population.
Limitations
We
encountered the following constraints in this work:
(i) Financial Constraints
Finance
is the major key to the success of every research work. There were not enough
funds on the part of the researchers, and this led to a slight delay in the
completion of this research work.
(ii) Time Constraints
There
was not enough time on the part of the researchers due to the limited time of
the semester as well as the time required for lecture period.
(iii) Difficulty in getting
information
We
had difficulty in gathering the information necessary for the successful
completion of this research work. But despite all these constraints we were
still able to successfully carry out this research study.
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Folarin,
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Gregory,
M and Susanne, C. (1978) Language and situation Language varieties and other
social context in Owunmalam E.O
Konkwo,
D.E.J (2004) Issues and controversies in International communication: Oweni:
Bill Fred (Nig) Ltd.
Konkwo,
D.E.J (2004) Issues and controversies in International communication: Oweni:
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Ezirim,
A (2003) Effective public relations practice Lagos: lifeamed publication Ltd.
Ezillan,
A. (1986) “The principles and practice of selling. London William Heinemann
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