PERCEPTION OF MOVIE AUDIENCE ON THE PORTRAYAL OF NORTHERNERS IN NOLLYWOOD MOVIES

Abstract

The massive visibility and exposure being enjoyed by Nollywood has brought about commercial breakthroughs and acceptance within the country and around the world. It has also flashed a floodlight on certain issues bothering the buoyant industry as there are misconceptions and gaps in knowledge that have led to various studies about its form and content. This study is particularly concerned with interrogating the perception of audience in Plateau state, concerning the portrayal of Northerners in Nollywood movies. The study is anchored on the cultural studies theory. The methodology adopted was the survey method, a quantitative based approach was employed, using both primary and secondary sources of data. Using the non-probability approach, the river convenience sampling technique was used to gather data. A twelve-item online questionnaire was shared to four hundred respondents within the three senatorial zones. Simple percentages and frequency counts were used for data interpretation. It was concluded that the roles given to Northerners in Nollywood movies are often poor, denigrating and negatively stereotyped. The major recommendation is that similar studies should be carried out concerning the misrepresentation and stereotyping of other marginalized groups within Nollywood itself, as well as other genres of entertainment such as music and sports.