THE ROLE OF HOME VIDEO INDIGENOUS FILMS IN PROMOTING CULTURAL VALUES AMONG NIGERIANS

This study examines the role of home video indigenous films in promoting cultural values among Nigerians, with particular focus on how Nollywood and regional language productions serve as vehicles for cultural transmission, identity reinforcement, and value orientation in contemporary Nigerian society. As Nigeria's film industry has grown to become one of the largest in the world, indigenous-language films — produced in Yoruba, Igbo, Hausa, and other native languages — have emerged as powerful tools for documenting, preserving, and disseminating the cultural heritage, moral codes, and social norms of diverse Nigerian ethnic groups. The research investigates the thematic content of selected indigenous home video films, analysing how elements such as traditional religion, marriage customs, communal living, respect for elders, folklore, and moral philosophy are portrayed and communicated to audiences. Drawing on content analysis and audience reception theory, the study assesses the extent to which viewers consciously or subconsciously absorb and adopt the cultural values depicted in these films. Findings suggest that indigenous home video films play a significant dual role: they both preserve endangered cultural practices and adapt traditional values to modern contexts, thereby bridging generational and social divides. However, the study also notes areas of concern, including the occasional misrepresentation of cultural norms and the commercialisation of sacred traditions for entertainment purposes. The study concludes that when produced responsibly and authentically, indigenous home video films remain one of the most accessible and effective mass media channels for cultural education and value promotion in Nigeria. Recommendations are made for filmmakers, cultural institutions, and policymakers to collaborate in ensuring that indigenous productions maintain cultural integrity while reaching wider audiences. Keywords: Indigenous Films, Home Video, Nollywood, Cultural Values, Nigerian Culture, Media and Society, Cultural Transmission, Identity