Origin, development of Nollywood and the cultural representation of its ethnicities

Abstract

This study examines the issue of cultural homogenization in Nollywood, Africa's most prominent film industry. In order to have an understanding of this phenomenon, there was an investigation into the historical conditions that enabled its emergence, development and establishment. An interdisciplinary methodology was employed, drawing on contributions from communication (Onuzulike, 2015), economics (Okeani, 2018) and cultural studies (Abbas and Amos, 2013). The discussion included the influence of the local Hausa, Igbo and Yoruba languages, as well as the role of English as an official language that dominates film production and facilitates its export. The findings show that while Nollywood has established itself as a pillar of the Nigerian economy, its expansion poses significant challenges. On the one hand, its contribution to the preservation of local languages and cultures is highlighted; on the other hand, the dominance of English and the focus on how the international market has tended to homogenize cultural representations. This threatens the country's rich ethnic and linguistic diversity. It concludes that there is an urgent need to develop public policies that balance economic growth with the preservation of cultural diversity. This includes encouraging the use of local languages in productions and promoting a more inclusive narrative that celebrates Nigeria's multiculturalism.