| Title: | Cultural Fusion through Nollywood Narratives for Social Transformation in Nigeria |
| Author(s): | TOYIN SEGUN ONAYINKA, MUSTAPHA OLALEKAN RUFAI, OMOLOLA OLUWASOLA, OLUWAKEMI GRACE ONIPEDE, CHINYERE MERCY IGNATIUS, OHUNENE FATIMAT MUHAMMED & CHINEMEREM LUCY NWANNENNAYA |
| Abstract: | Nollywood industry focuses more on the economic benefits of its exploration of cultural diversity rather than on its potential to enhance cultural fusion for societal transformation. This study examined how indigenous films project cultural themes and narratives to create an understanding of cultural similarities. It identifies socio-cultural elements and symbols that promote cultural identity and integration while minimizing ethno-religious intolerance. The study addresses the knowledge gap on cultural fusion through Nollywood for social transformation. Qualitative research design involving Focus Group Discussions (FGDs) and content analysis was adopted to examine the thematic narratives of three indigenous films, Amina (Film)-Hausa, Mmasinachi (Film)-, and Jagun Jagun (Film) produced between 2021 and 2023. The FGD participants were divided into three cohorts of 10 participants each with varied demographics engaging in discussions that yielded subjective perspectives on trends of cultural fusion emanating from selected Kannywood, Igbo, and Yoruba indigenous films (KIY). The combination of FGDs and content analyzes revealed that indigenous films explored indigenous cultural themes and generic narratives. This study demonstrates Nollywood's capacity to drive cultural fusion and social transformation in Nigeria, moving beyond economic focus to foster understanding and cohesion among diverse ethnic groups. Analyzing Amina, Mmasinachi and Jagun Jagun highlights how indigenous films promote cultural identity and reduce ethnoreligious intolerance. The findings underscore Nollywood's role in building a shared national identity, addressing a significant gap in research on cultural fusion through Nigerian cinema. |
| Keywords: | Cultural fusion, Nollywood Narratives, Social Transformation, Kannywood, Igbo and Yoruba indigenous films |
