AMERICAN JOURNAL OF QUALITATIVE RESEARCH
Nollywood Reception Preferences among Selected Multilingual Nigerian Undergraduates in the University of Ibadan: Does Ethnicity Still Matter?

Ifeoluwa Theophilus Akinsola 1 *

AM J QUALITATIVE RES, Volume 4, Issue 1, pp. 38-48

https://doi.org/10.29333/ajqr/8210

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Abstract

Multilingualism and multi-ethnicity realities in Nigeria informed the existence of regional Nigerian films (Yoruba, Hausa and Igbo films as majors), apart from English Nollywood films. These regional Nollywoods mainly portray the experiences and lives of people of their regional affiliates and are mostly patronised by indigenes of the regions. As such, this study investigated if such ethnic mindset matters in Nollywood reception preferences among Nigerian undergraduates that are proficient in English and at least two major Nigerian languages. The study, guided by two research questions, adopted the qualitative research design. Fifteen (15) multilingual undergraduate students of the University of Ibadan were purposively selected for a semi-structured interview. The interviews were recorded, transcribed and thematically analysed. Findings revealed that the selected multilingual Nigerian undergraduates, despite their linguistic reality, showed preferences for Nollywood produced in English and/or pidgin above regional ones produced in indigenous languages. The reasons for this, emanating from the sub-themes, were far from ethnicity. Ethnicity, therefore, does not influence Nollywood reception preferences among undergraduates. On this basis, recommendations were made on how Nollywood could be better improved to showcase the nature of Nigeria’s unity in diversity.

Keywords: Ethnic Mindset, Multi-ethnicity, Multilingualism, Nollywood, Nollywood Reception.

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