AUDIENCE PERCEPTION AND ATTITUDE TOWARDS NOLLYWOOD MEDIATION OF AFRICAN TRADITIONAL RELIGION

This study investigated audience perception and attitude towards Nollywood mediation of African traditional religion. The specific objectives of the study were to identify the level of viewers’ exposure to Nollywood scenes portraying African traditional religion, evaluate viewers’ perception of the portrayal of African traditional religion in Nollywood movies, identify the influence of Nollywood films on viewers’ attitudes towards African traditional religion and identify factors fueling the negative portrayal of African traditional religion in Nollywood movies. This study drew upon the theoretical framework of both Cultivation theory and Cultural Norms theory. The research design employed for this study was descriptive survey research, and the study's target population consisted of undergraduate students at Prince Abubakar Audu University. To obtain a representative sample, 377 respondents were selected from a larger population of 19,676, determined using the Krejcie & Morgan sample size calculation formula. Subsequently, the gathered data were analyzed using descriptive statistics, including frequency counts and percentages. The survey participants expressed that Nollywood movies portray African traditional religion in a just manner, which subsequently influences them to hold a balanced perspective on African traditional religious practices. When assessing the impact of Nollywood films on viewers' attitudes towards African traditional religion, the respondents revealed that they maintain a favorable outlook on African traditional religion. They expressed curiosity and a desire to learn more about this religious practice. Hence it was recommended amongst others that Nollywood filmmakers should be encouraged to prioritize authentic and respectful portrayals of African traditional religion in their movies. This can be carried out by collaborating with practitioners and experts in the field to ensure accurate depictions that contribute positively to understanding and preserving cultural heritage.