Faculty of Arts

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Browsing Faculty of Arts by Author "Chibuikem Favour MORDI"

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    Nollywood Movies Influence on Nigerian Institute of Journalism Students’Lifestyle
    (Lead City University Ibadan, 2025-12) Chibuikem Favour MORDI
    Nollywood has become a powerful cultural force in Nigeria, shaping the behavior, language, fashion, and social interactions of its audience, particularly among young people in higher institutions. Despite its popularity, limited empirical research has examined Nollywood’s direct influence on students’ lifestyles on language, fashion and social interactions. This study therefore investigated the influence of Nollywood movies on the lifestyle of students at the Nigeria Institute of Journalism (NIJ), Ogba, Lagos. Guided by Elihu Kats Uses and Gratification theory which talks about how the audience actively select and engage with the media content to satisfy certain needs and desires. and George Gerbner Cultivation theory talks about how long prolonged exposure to Nollywood movies shapes students perceptions of reality. The study employed a descriptive survey design. The population comprised 100 students across ND 1 and 2 and HND 1and 2, all of whom were purposively and randomly selected. Data were collected using a validated questionnaire, with a test retest reliability coefficient of 0.9. The instrument was administered and fully retrieved, and data were analyzed using SPSS (version 25), presented in tables with simple frequencies and percentages. Findings revealed that 60% of respondents watch Nollywood movies frequently, while 65% access them through online platforms. Importantly, 75% of the respondents agreed that Nollywood movies influence their lifestyle, with 55% adopting fashion trends and 60% reporting behavioral changes in peer interactions. The results confirm that Nollywood significantly shapes the social views and daily lifestyle patterns of NIJ students. The study concludes that Nollywood movies exert strong influence on student behavior, fashion, and language, reinforcing the cultural impact of media on youth identity. It recommends that Nollywood filmmakers should produce contents that promote positive values and responsible lifestyles, while educators and policymakers should engage students in critical media literacy to balance entertainment with constructive social learning. Keywords: Nollywood, Media influence, Youth behaviour, Movie consumption, Students. Word Count: 265