Dynamics of globalisation and multiculturalizm for the sustenance of nollywood

Автор: Charles Asuquo Effiong - подписаться на статьи автора
Журнал: Journal of Globalization Studies. Volume 9, Number 2 / November 2018 - подписаться на статьи журнала

DOI: https://doi.org/10.30884/jogs/2018.02.08

The film industry in Nigeria, Nollywood, is undoubtedly popular among the Nigerian audience and some parts of Africa. The sustainability of this popularity vis-à-vis the promotion of what is generally accepted as the way of life of Nigerians have become an issue among film patrons and the like in the society. In the era of globalisation, which is considered as a playing ground for competitiveness of qualitative cultural products, films as such product ought to qualitative enough in order to positively place Nigerian cultures in the global sphere. That is why this paper considers that the multicultural features of Nigeria are potent means from which acceptable cultural themes can be developed as films for the global audience. Being that the audience naturally depends on the media to understand new ideas and contribute to it development, dependency and diffusion of innovation theories are considered for this paper. A brief review of Akon-Itiat, and Efik-Ibibio film is done to show attestation to a seeming quality that can promote acceptable way of life of the people and further attract global audience.

Keywords: globalisation, multiculturalism, culture, Nollywood.