Nollywood’s Coverage and Framing of Agriculture in the Transformation Agenda Period (2013–2014) in Nigeria

Abstract

The study analyzed 108 films released during the transformation agenda period. The proportion, frequency, centrality and framing of agricultural content in the movies were reviewed. Data obtained were described using frequency counts and percentages. One out of three movies screened had agricultural content, which was either one or two scenes in the movie (80.0%). Such content was mostly peripheral (89.0%) to the themes of the films and negatively framed (60.0%). Potentials of the industry for agricultural purposes were poorly utilized by government. Government should partner with Nollywood to portray agriculture in a positive light for improved citizens’ attitude toward agriculture.

KEYTERMS:

• Nollywood
• entertainment education
• agricultural development
• movies for development
• behavioral change

Additional information

Funding

This work was supported by the Nordic Africa Institute [grant number 001].