| Abstract: |
This study examines the shift from traditional talent-based casting to clout-based
selection in contemporary Nollywood cinema. With the rise of the digital economy,
an actor's social media following has become a primary metric for marketability,
often outweighing professional training and screen-testing. Using the library
research method, the study reviews academic literature, industry reports, and digital
archives from 2020 to 2025 to explore how digital popularity influences casting
power. Grounded in Pierre Bourdieu's Social Capital Theory, the research finds that
social media metrics now function as a form of convertible capital, where
influencer-actors are prioritised to guarantee opening-day audiences and viral
marketing. However, this trend poses significant risks, including the
marginalisation of classically trained actors, a potential decline in cinematic quality,
and the widening of the digital divide. The study concluded that while digital reach
is a valuable marketing asset, it cannot replace the artistic depth required for
sustainable global competitiveness. It recommended the enforcement of mandatory
screen tests, digital branding support for veteran actors, and a renewed industry
focus on performance-driven storytelling over viral trends.
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