COOU Undergraduates’ Perception Of Materialism Portrayal In Nollywood Movies

Abstract

This study examined the perception of Chukwuemeka Odumegwu Ojukwu University (COOU) undergraduates about the portrayals of materialism in Nollywood movies.  The main objective was to investigate whether Nollywood movies’ portrayals of materialism influence Nigerian youth. The study was anchored on Cultivation Theory, which contends that people tend to copy what they see others do. The survey research method was used in carrying out the study. The Focus Group Discussion (FGD) was the instrument used in collecting data for the study. Results revealed among others that the respondents were quite exposed to Nollywood movies that portray themes of materialism and that the respondents perceive portrayal of materialism negatively for its make-believe effects. The study recommends among others that film producers should as a matter of necessity highlight positive life styles in the movies while denouncing the negative aspects. It also recommends the portrayal and preservation of positive cultural values in local movies.