The Persuasive Influence of Nollywood Film in Cultural Transmission: Negotiating Nigerian Culture in a South African Environment

Abstract

The popularity and viewership of Nollywood films have expanded across African and Western cities especially those with considerable Diaspora population. This study seeks to investigate whether watching Nollywood films is likely to lead to cross-cultural transmission of Nigeria’s cultural heritage to audience members in South Africa. Data for the study were collected using observation and surveys with Likert-type scales involving participants from a South African college. Results show that watching Nollywood films was significant in increasing participants’ knowledge and appreciation of Nigerian culture. Observed patterns indicate that a small portion of participants could mimic or reproduce some common Nigerian expressions and exclamations while a negligible percentage of participants could actually speak a smattering of Igbo, one of Nigeria’s three major languages.

Keywords:

• Nollywood
• video film
• cultural transmission
• Nigeria
• South Africa

Acknowledgements

Opinions expressed and conclusions arrived at, are those of the author and are not necessarily to be attributed to the NRF.

Notes

1. The title or name used to address a King or paramount ruler in eastern Nigeria.

2. The isiagu is woollen fabric overly emblazoned with lion’s heads embroidery, hence the name isiagu.

3. Heritage Day is a public holiday usually 24 September when South Africans celebrate the diverse cultural heritage of the nation. People typically dress in traditional attires and such paraphernalia.