Evaluation of factors influencing audience perception of Nollywood movies
The Nollywood phenomenon has remarkably become an international moviemaking culture, serving as one of the determinants of Nigerian perception formation on social and educational behaviours. Globalisation in the film industry impacts audience taste and perception, not only in the global free m...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2022
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| Online Access: | http://journalarticle.ukm.my/20386/1/55770-187132-1-PB.pdf http://journalarticle.ukm.my/20386/ https://ejournal.ukm.my/mjc/issue/view/1527 |
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| Summary: | The Nollywood phenomenon has remarkably become an international moviemaking culture, serving
as one of the determinants of Nigerian perception formation on social and educational behaviours.
Globalisation in the film industry impacts audience taste and perception, not only in the global free
market but also among niche audiences. This audience segmentation occurred due to globalisation,
enabling cross-border production or transnational cinema. This research investigates how the
Nollywood audience in Nigeria perceives its movies and the factors that influence their perception.
Audience perceptive elements in this research are classified as tripartite (education, entertainment,
information). Using a semi-structured questionnaire, 387 were distributed, but only 367 were valid.
The study employs a descriptive and regression analysis to showcase the frequency of audience
perception and compare how effectively the factors affect audience perception. Based on the
descriptive analysis, the results showed that Nollywood movies are mostly entertainment, followed
by educative and informative. In addition, the regression results revealed that factors such as the level
of income, occupation, tribe, the language of movies watched, triggers watching movies, genre,
streaming platforms, time (weekdays, weekends, and times watching movies in a week) significantly
influenced audience perception. Whereas time constraints (watching during weekdays and weekends)
weakly influence audience perception. The findings suggest a need for Nollywood movies to pay more
attention to audience expectations and experience in their dissemination to enhance audience
perception of the movie industry. |
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