-
A Study Of The Influence Of Home Movies On The Dressing Patterns Of Students Of Tertiary Institutions
CHAPTER ONE -- [Total Page(s) 3]
Page 1 of 3
-
-
-
CHAPTER ONE
INTRODUCTION
1.1 Background of study
The
value of home movies as a medium of mass communication is esteemed all
over the world. In Nigeria there are over one million audiences of home
movies films who are affected in one way or another, by the subjects
treated in Nigerian home movies. These movies portray message that have
Influence on the viewers, mostly, their mode of dressing.
Movies
hold a very special place in the culture of a people. “Movies, like
books, are a culturally special medium…an important medium of cultural
transmission. (Baran, 2009:75). Studies show that movies contribute to
socialization and the transmission of culture (Baran, 2009; Daramola,
2007).
Research has shown that there exists a relationship between
the mass media and social ills and other behavoural and attitudinal
change in the society. For instance, the media are attributed
considerable power to shape opinion and belief, change habits, and
actively moulding behaviour and imposing political system even against
resistance.
In discussing the Influence of home movies on the
dressing pattern of students of tertiary institutions in Nigeria, it is
imperative to mention discourses on media influence. This is because,
home movies are a mode of media transmission. In all of researches, the
area of media Influence appears to be the most contentious. For one, if
the media have no Influence on the society. Is there any realistic
justification for their continued existence? For another, if the media
do have influences on the thought process and attitude of mankind,
should they take responsibility for the emergent foibles and
discomfitures of man in the society?
The concern on media Influence
has led to the development of different communication theories. This is
an attempt to explain the relationship between communication messages
and their Influences on the respondent.
O’Rork (2006) and Wogu (2008)
argue that audiences are more likely to emulate models of behavior seen
on the media if they expect to receive gratification from emulating
another person “… Behaviour is influenced not only by personal or live
models but by those presented in the mass mediaâ€. (O’ Rork, 2006:72)
Analyses
on media Influence continue to show that the media have Influence on
the pattern of behaviour of its audience. (Uwakwe, 2010; Okunna, 1999
and Okoye 1993).
Okunna, opines that because of their special power
to affect the way people think, feel and behave, the mass media have
been credited with incredible persuasive ability to change attitude and
behaviour (1999:161). Culturally, this media Influence could be in the
area of language, behavioural response, pattern of eating and dressing.
Since
it has been established that film is a mass medium, it is proposed in
this study that the home movie genre, which is the Nigerian local or
indigenous films have Influence on the pattern of dressing of students
of tertiary institutions in Nigeria. This supposition is hinged on the
fact that home movies have gained wide followership among students of
tertiary institutions in Nigeria, especially the youths.
The home
movie genre has come a long way in Nigeria. Akpan (2002) notes that the
arrival of film in Nigeria came with the colonial government that
established a film unit as part of the information department. And this
was inherited by Nigeria after independence and became part of the
ministry of information. However, as Akpan notes further, the production
of feature films in movie film format began in Nigeria in the late
1980s.
Studies show that, the home movie, Living in bondage, released
in 1992, set the stage for the Nigerian indigenous home movie,
popularly known as Nollywood. This industry has continued to grow and
explode to greater proportion such that it has pushed foreign media off
the shelves of movie rental shops across Nigeria and other parts of
Africa. (Uwakwe, 2010). Thus, Nollywood is the household name for
Nigerian movie industry and which by definition, means Nigeria’s movie
industry by Nigerian production team for the Nigerian audience.
This
study utilizes the theory on media Influences on pattern of behaviour
and attitude change and thus examines the Influence of home movie on the
dressing pattern of students of tertiary institutions in Nigeria.
CHAPTER ONE -- [Total Page(s) 3]
Page 1 of 3
-
-
ABSRACT - [ Total Page(s): 1 ]This study, The Influence of Home Movies on the Dressing Patterns of Students of Tertiary Institutions in Abia state, notes that home movies mediate in the culture of students of tertiary institutions in Abia state especially as it relates to their dressing patterns. Research has shown that, Movies, like books, are important medium of cultural transmission and socialization. Thus, the concern on media Influence has led to the development of different communication theories in an attempt to exp ... Continue reading---
