Vol. 10 No. 3 (2024)
Articles

Audience Perception on the Representation of Money Ritual Practices in Nollywood Films: A Focus on the Nollywood Film; “Living in Bondage”

Adaobi Olivia Okeke (Ph.D)
Department of Mass Communication, Nnamdi Azikiwe University, Awka findolivia2k3@gmail.com
Chibuike Julius Nwosu (Ph.D)
Department of Mass Communication, Nnamdi Azikiwe University, Awka. cj.nwosu@unizik.edu.ng
Elozona Chinwe Okpala
Department of Mass Communication, Nnamdi Azikiwe University, Awka. elozonaokpala05@gmail.com
Oluyemi Michael Dada
Department of Mass Communication, Nnamdi Azikiwe University, Awka. om.dada@unizik.edu.ng

Published 2024-03-06

Keywords

  • Audience,
  • Money Ritual,
  • Nollywood Film,
  • Representation

How to Cite

Adaobi Olivia Okeke, Chibuike Julius Nwosu, Elozona Chinwe Okpala, & Oluyemi Michael Dada. (2024). Audience Perception on the Representation of Money Ritual Practices in Nollywood Films: A Focus on the Nollywood Film; “Living in Bondage”. International Journal of Advanced Academic Research, 10(3), 92-116. https://www.openjournals.ijaar.org/index.php/ijaar/article/view/510

How to Cite

Adaobi Olivia Okeke, Chibuike Julius Nwosu, Elozona Chinwe Okpala, & Oluyemi Michael Dada. (2024). Audience Perception on the Representation of Money Ritual Practices in Nollywood Films: A Focus on the Nollywood Film; “Living in Bondage”. International Journal of Advanced Academic Research, 10(3), 92-116. https://www.openjournals.ijaar.org/index.php/ijaar/article/view/510

Abstract

This research work investigated the Audience Perception on the representation of money ritual practices in films with a focus on the Nollywood movie; ‘Living in Bondage’. The presentation of ritual practices in most Nigerian home movies have gained an increase in recent times, and its implications especially for young adults cannot be overlooked. Therefore, this study critically highlighted the implications of the depiction of excessive money ritual practices in Nigerian films. Undergraduate students of Nnamdi Azikiwe University Awka, were the respondents for this study and they were chosen as the study population as several studies have proven that Nigerian youths are adequately exposed to Nollywood films and are equally familiar with the Nollywood movie ‘Living in Bondage’ which was the film under focus. This study was anchored on the Cultivation theory and Selective Perception theory. The qualitative research design was employed for this study and instrument of data collection was the focus group discussion in which 12 respondents constituted the focus group discussants. However, secondary data was also retrieved from Textbooks, Journals and e-books. Findings showed that Unizik undergraduate students are exposed to ritual practices as depicted in Nollywood films and also highlighted the connection between these ritual practices and societal issues such as inequality, materialism, and systemic injustice. This study also found out that money ritual practices displayed in the movie ‘Living in Bondage’ is reflective of real life societal ills and has actually communicated the fact that one could be wealthy and influential through rituals if one plays by the laid down rules and therefore recommended amongst others that a balance should be created in these money ritual themes in films to also depict that there are other legitimate ways one can acquire wealth and be hugely successful besides the dubious means of money rituals.

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