NOLLYWOOD MISREPRESENTATION OF THE IGBO CULTURE: A THEMATIC ANALYSIS OF THE IMPACT ON YOUNG ADULTS

Abstract

Cultural misrepresentation in films could be in the form of; exaggeration, generalisation, spreading of false information or the selective representation of a culture in films, leading to the simplification of culture and the perpetuation of prejudices and stereotypes which eventually contributes to the escalation of discriminatory acts and worse still violence in the society. Apart from entertaining people, films play a vital role in influencing public perceptions of individuals and groups. By imitating successful filmmakers and/or in a bid to make huge profit from sales, it is no longer news that most filmmakers in the Nollywood industry often rely on stereotypes, exaggeration and generalization in representing people and their cultures in their films and the Igbo people and their culture are not exempted. This they do with no clue as to how this could negatively affect the younger generation and to this end this article examines the misrepresentation of the Igbo culture in Nollywood films and the impact on young adults. The research data for the study include thirteen semi-structured interviews with some youths of the Igbo origin which were analyzed using a thematic approach. The findings reveal that cultural misrepresentation of Igbo culture in films impacts negatively on the personal development, identity formation, inter-personal relationship, mental health and overall well-being of individuals, in this case, the young adults who consume the media more often than others. Findings also reveal the negative impact of cultural misrepresentation on economic growth highlighting therefore the importance of film and cultural literacy for a better understanding of film and film making and a better understanding people and their culture towards combating cultural misrepresentation in films. This research is valuable in offering the in-depth perspectives of Igbo young adults, highlighting their experiences and suggestions towards challenging the status-quo in this regard.