| Abstract: |
This study examines the influence of Nollywood movies on Netflix in constructing
the Nigerian brand among Nigerians and non-Nigerians in the diaspora. It
investigates the dominant themes and narratives in Netflix-distributed Nollywood
films, how these narratives shape audience perceptions of Nigeria, and how socio
cultural backgrounds influence interpretation. The study adopted a qualitative
research design using in-depth interviews with forty (40) Nigerians and non
Nigerians residing in Canada, selected through purposive sampling. Data were
analysed thematically in line with the study objectives. Findings reveal that
Nollywood films on Netflix portray a blend of modernity and tradition, featuring
themes such as wealth, corruption, family conflict, migration, and romance, which
collectively shape a mixed national image. While some audiences perceive Nigeria
as creative and culturally rich, others associate it with crime and instability. The
study also shows that diaspora audiences actively interpret and negotiate meanings
based on personal experiences and digital discussions. The study concludes that
Netflix plays a significant role in shaping Nigeria's global image through
algorithmic visibility and content curation, while audience interpretation remains
dynamic and context-dependent. |
