Abstract:
For a long time, the Nigerian entertainment industry has been in the spotlight.
Nollywood, for example, is regarded as the world's second largest film maker. The
industry is gaining new audiences and growing box office income thanks to
improved scriptwriting, cinematography, and film directing; a steady influx of
youthful talent; the availability of new and cheaper technologies; ease of
distribution; and prospects for foreign partnerships. While many people welcome
this historic achievement, others worry that the industry could pose a threat to
Nigerian social norms. The purpose of this study is to assess the success of the
entertainment business in Nigeria and its impact on the country's social values.
Anchored on the cultivation theory, the research combines qualitative analysis of
relevant literature with primary data collected through a 12-point in-depth
interview in which 15 participants were purposively selected from Nigeria's six
geopolitical zones. Face-to-face and phone interviews were conducted with
various professionals ranging in age from 19 to over 60. The findings show that the
entertainment industry is well-liked and successful among Nigerians, and that it
has a significant positive and negative impact on the country's social values. It is
suggested that the government develop laws and incentives to encourage content
creators to focus more on content that promote Nigerian social values and that
parents pay more attention to what content their children consume.
