NOLLYWOOD MOVIES AND THE PROMOTION OF THE IGBO CULTURE

Abstract

This study evaluated selected` Nigerian movies and the promotion of Igbo culture by examining the cultural practices in movies that describe the authentic nature of Igbo cultures in the context of their old manifestations. The key objectives were to explore selected Nigerian films as a promoter and storehouse of culture that draws inspiration from village rituals, folklore, and worldviews. The study adopted the qualitative research method with interviews in a focus group setting and individual in-depth interviews. The study was based on Turner’s theory of ritual process and Symbolic Convergence Theory, and data were textually analyzed. The research questions were discussed using interview guides after watching the film understudy as well as asking participants questions based on their personal experiences. The findings revealed that although respondents shared mixed feelings about the promotion of Igbo culture through film, it was discovered that Nollywood movies not only promote Igbo culture but also do so on actual realities of audiences living in conditions, which acknowledges the fact that Nollywood movies draw from both culture and history, and do so by building ‘on existing cultural heritage such as song and dance, the oral tradition both literary and rumors and popular culture’. However, given the nature of movies as a tool for promotion, the researcher recommends that movies take advantage of the viable film industry and do more in the promotion of African cultural heritage