Culture: Understanding The Place of Film in Promoting and Preserving The African Culture

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Culture: Understanding the Place of Film in Promoting and Preserving the


African Culture

Article · June 2020

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International Journal of Arts and Social Science www.ijassjournal.com
ISSN: 2581-7922,
Volume 3 Issue 3, May-June 2020.

Culture: Understanding the Place of Film in Promoting and


Preserving the African Culture

1
Dr. Arinze-UmobiSomtoo.O. 2Onyinye Princess Chiweta-Oduah
1.Lecturer, Department of Theatre and Film Studies, Nnamdi Azikiwe University, Awka, Nigeria,

2. Lecturer, Department of MassCommunication, Nnamdi Azikiwe University, Awka, Nigeria,

Corresponding Author:Onyinye Princess Chiweta-Oduah, Lecturer, Department of Mass Communication,


Nnamdi Azikiwe University, Awka, Nigeria,

ABSTRACT: Nollywood films have presently been made available by content providers to different
individuals both home and in the diaspora due to the availability of various new media platforms supported by
technology. Due to globalization and the exponential rate at which those in the developing world are embracing
western cultures, concerns have been raised as to the future of African cultural heritage. Consequently, this
study examined the role of Nollywood films in promoting and preserving the African culture. The Focus Group
Discussion (FGD) qualitative method was adopted involving 16 discussants. Findings revealed that to some
extent, the Nollywood films are used to promote African culture but they do not fully depict the original African
culture due to cultural hybridization. Furthermore, findings showed that most films are haphazardly produced
neglecting the original African contents. However, it was concluded that as much as these films are originally
targeted towards promoting and portraying African cultures, they defeat the whole essence by marrying different
cultures. The study thus recommended that priority should be given to local contents as this will make the
African culture appear indispensable and important. Conclusively, the study also recommended that filmmakers
must conduct thorough research and read extensively about the African culture if they must get it right.

KEYWORDS: Culture, Cultural Imperialism, Films, and cultural promotions

I. INTRODUCTION
Culture is believed to be a way of life of a people who are bound by certain believes, customs, norms, and
values. According to Spencer-Oatey„Culture is a fuzzy set of basic assumptions and values, orientations to life,
beliefs, policies,procedures and behavioural conventions that are shared by a group of people, and that
influence(but do not determine) each member‟s behaviour and his/her interpretations of the „meaning‟ ofother
people‟s behaviour.‟[1] In the same vein, Jakayinkaas cited in Excelstates that from wider perspective, culture
includes the total repertoire of human action which are socially transmitted from generation to generation.[2]
Similarly, Obiajuluaptly elucidates:[3]
A peoples‟ way of life. It is about their beliefs and practices, their ideas on solving their
problems of existence, how they go about doing the same thing. Culture is about a people‟s
concept of right and wrong, their customs and traditions. It is about the social components
of their relations. Culture derives its sociological importance and strength from the mere
fact that it is shared by a collective group of people having it and, of course, a conceptual

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ISSN: 2581-7922,
Volume 3 Issue 3, May-June 2020.
scheme of defining a people having it as a social category. Culture is expected to be a
man‟s blueprint for social action.
Nigeria is a country rich in land, people, and culture. Its uniqueness lies mainly on its culture, it is not
only the most populous country but also the most culturally diverse black nation. [4]Nigeria, which is one of the
most blessed, beautiful, and attractive African countries due to its many rich and diversified cultural values; in
recent times, is gradually losing its cultural heritage because of cultural imperialism.
Cultural imperialism according to Tomlinsonis the exercise of domination in cultural relationships in
which the values, practices, and meanings of a powerful foreign culture are imposed upon one or more native
cultures. [5] In the same vein, Best and Kombolsee cultural imperialism as a process that brings societies into
modem system. [6] It is also a process in which dominant culture exerts pressure and force on other cultures that
are perceived to be less significant even by members who belong to that culture. [7] Cultural imperialism simply
defined is an act of allowing and paving way for one culture which is seen and deemed superior by a people to
another culture to dominate a peoples‟ culture thereby making the inferior culture extinct. In most cases, the
western cultures seem to dominate the cultures of those in the developing or third world countries. Surprisingly,
this cultural imperialism which leads to African cultural erosion is directly and or indirectly perpetrated by those
in the developing countries through certain portrayals and promotions of foreign contents, lifestyles,
mannerisms by various channels of communication including films as opposed to local contents.
Nigerian culture, believed, perceived, and described by many as a totality of a way of life of many
bound by certain believes, customs, norms and values; has over the years been infiltrated and contaminated by
foreign culture through several mass media channels including the television and radio. Similarly,
Danbello&Dakogol averred that the Nigerian culture has suffered untold damage over the past years due to
cultural imperialism which has crept into the society via communication facilities like radio, films etc.[4] Due
tocultural imperialism those in developing countries including Nigeria have been constantly exposed to foreign
culture, lifestyle, through the various mass media contents they watch and listen to; thereby, inculcating,
imitating, and gradually changing their ways of life and abandoning their identities.Today, the very essence of
existence, cultural values, and patterns with which most developing countries are known with are not only being
eroded but also badly on the brink of extinction.[8]Owing to the nearly one-way information flow moving from
the developed worlds to the underdeveloped nations of the world, cultures are daily inundated, through the
media, with the western lifestyle. [8]The implication of these above assertions is that Nigerian culture which is
supposed to be cherished, valued, preserved, and upheld by the citizens of Nigeria is gradually eroding and
going into extinction because of over exposure to foreign contents through the various mass media channels by
individuals. Furthermore, the mass media in developing countries have been described as trojan horses for the
transmission of western values and for the perpetuation of cultural imperialism.[7]Buttressing further,
Nnonyeluas cited in Excel “Nigeria culture following its contact with lifestyle constantly portrayed by the media
appears to have caved in” and continues to do so as years go by.[9]
1.2. Statement of Problem
Cultural imperialism and the erosion of African culture, values, norms, however, have become a thing
of worryto most Nigerians due to the exponential rise and advancements in technology. Technology has
gradually turned the world into a global village breaking and shrinking all geographical barriers introducing and
exposing third world countries to several foreign contents and cultures at their detriments. This exposure to
some extent is beneficial and to a large extent appears to cost these third world countries their most valued asset
and means of identification which are their culture and norms. This, however, has aroused concerns from many
individuals from all walks of life as to what becomes of Nigerian culture, norms, and values in the nearest
future. This concern is due to the importance and value placed on foreign culture at the expense of the African
cultural heritage.Thus, it is considering this concern that this paper attempts to understand the place of film as
one of the mass media channels of communication in promoting, showcasing, and preserving the Nigerian
culture. The emphasis on film in this study is because films are perceived as powerful medium of mass media

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ISSN: 2581-7922,
Volume 3 Issue 3, May-June 2020.
through which several messages and information about a people or clan are disseminated to a large audience in
order to achieve a set goal, and also due to the fact that from time immemorial, the media have played a gigantic
role in rescuing, incorporating, preserving, and mediating elements which serve the interests of these popular
classes. These interests include not only the people's aspirations, but also those factors which define their
beliefs, expressions, and historical cultural development in general. [10]
1.3. Theoretical Anchor
In positioning this paper in the proper theoretical framework, the cultural imperialism theory is
adopted.This theory was propounded by Herb Schiller in 1970. The cultural imperialism theory posits that
western nation dominates the media around the world which in turn has a powerful effect on the third world
cultures by imposing on them western cultures, thus, destroying the developing countries native culture.
1.4. Objectives of the Study
The major objective of the study is to understand the place of film as one form of mass media channels
of communication in promoting, communicating, and protecting African/Nigerian cultural heritage.
The specific objectives are as follows:
1. To ascertain whether Nollywoodfilms promote African culture
2. To determine the extent of portrayal of African culture by Nollywood films
3. To ascertainhow the African cultural heritage can be communicated, promoted, and preserved through
films.
1.5. Research Questions
2. Are Nollywood filmsused to promote African culture?
3. What is the extent of portrayal of African culture by Nollywood films?
4. In what ways can films be used to communicate, promote, and preserve African culture?

II. REVIEW OF LITERATURE


2.1. Culture, an Overview
Culture according Nwamuo includes ideas, values, customs, and artifacts of group of people. [11] It
encompasses the totality of human behaviour lifestyle, beliefs, customs, values, and value system that shape any
society [12] as well as a set of patterns of thoughts and beliefs.[13] From these definitions, one would simply
define culture as the way of life of a given people which they believe in, honour, identify with and hold dear to
that should not be defied nor relegated to the background.
2.2. Cultural Imperialism
Acholonu averred that imperialism is the expression of over-bearing tendencies of one country through
which social, cultural, and economic harsh influences are spread over another country which suffers the
harrowing effects of such influences. [7] Imperialism describes the ways that one nation asserts its power over
another. [14]The term cultural imperialism emerged in the 1960s and has been described by many with different
terms such as cultural dependency, structural imperialism, cultural domination, ideological imperialism etc.
Cabral defines cultural imperialism as a situation where foreign culture appears to dominate a local culture in
such a way that those locals begin to see and perceive their own culture as inferior to the foreign one.
[15]Cultural hegemony refers to the power of the dominant culture to overshadow and even overtake local
cultures. [14]

III. Film as a Mass Media Tool of Communication and Cultural Promotion


The Mass Media perform important role in the society in informing, educating, enlightening citizens.
[16] In today‟s contemporary society, the mass media appears to be a source of content, ideas, information, and
educative materials. [17]Nigerian films are classified among the most watched media products in present times.

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ISSN: 2581-7922,
Volume 3 Issue 3, May-June 2020.
[18] As a medium of communication, which also serves as a medium for internationalizing of cultures, films can
positively promote cultures as they can also wrap their messages in such a way that will create in the audiences‟
mind a cynical and depressed notion about certain group of persons in the society.[18]
Film as a medium first arrived Nigeria in the late 19th century, in the form of peephole viewing of
motion picture devices. Film as we know today, came into existence on 28th December, 1895 at the grand café
on the boulevard de opera in Paris, France when the Lumier brothers Augusta and Louis exhibited their
„‟workers leaving the factory‟ this was the first time a motion picture would be exhibited a viewing audience;
this remarkable event opened the gates for the flow of motion pictures. [4] The earliest feature film made in
Nigeria is 1926's Palaver produced by Geoffrey; [19] the film was also the first film ever to feature Nigerian
actors in a speaking role.
Nigerians started the development of television dramas in the early 1960s to educate the people about
Nigeria and Nigerians instead of the foreign product that came from the colonial government. [18] The Nigerian
film (Nollywood) is undoubtedly the most important and most popular film industry in Africa. It is the world‟s
third largest producer of films, howbeit video films. The industry is growing and fast building structures that
would enable it to sustain itself. [20] Opubor et al cited in Bello and Nasidimaintained that film (the motion
picture) of all media of communication possesses the most universal appeal and impact because it can rise above
the limitations of language and cultural barriers by the power of visual images, its uses of music and sound
effect can succeed in conveying much to heterogeneous audiences. [21]
IV. METHODOLOGY
For this study, the qualitative research design was employed by the researchers to help establish answers as
to the how‟s and whys of the research phenomenon. The researchers felt it was apt for this study because it
would enable them gain in-depth insights and help explore the complexities inherent in the study. The Focus
Group discussion research method which happens to be one of the qualitative research methods was utilized for
data collection. Before the selection of the study respondents, the researchers came up with inclusion and
exclusion criteria to ensure that those who would eventually participate in the focus group discussions exercise
are those who watch Nigerian Movies and are very passionate about them. This decision was made to ensure
true and sincere presentation of facts and feelings thereby making the study reliable.
The areas of study are the South- South and the South-East geo-political zones of Nigeria. The South-South
zone comprises of 6 states, Delta, Edo, Cross Rivers, Rivers, Akwa Ibom and Bayelsa while the South-East zone
comprises of 5 states, Anambra, Enugu, Imo, Ebonyi and Abia. Four discussants each were selected purposively
for the FGD exercise from two states in each of the two geo-political zones totaling 16 discussants who are
above the ages of 18.
V. DISCUSSANTS’ DEMOGRAPHICS/DISCUSSION OF FINDINGS
A total of sixteen (16) discussants participated in the Focus Group Discussion exercise- eight discussants
per session. For both groups, 4 participants each fell in the age brackets of 18-25, 3 discussants were within the
age brackets of 25-35, while 1 participant fell within the age bracket of 35-40. Similarly, it was revealed that 10
participants were urban dwellers while the remaining 6 participants were rural dwellers.

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ISSN: 2581-7922,
Volume 3 Issue 3, May-June 2020.

Table I: A tabular summary of the analysis of the Theme of “Nollywood Films being used to promote
African Culture”

Sub-Themes Emerging Facts Conclusion


The participants were largely
African cultural promotion by *Almost all respondents revealed that of the opinion that Nollywood
Nollywood Epic movies Nigerian epic films are used to promote films are mainly used to
African culture to an extent and not its promote African culture in one
whole entirety. way and another which are
now made available by
Embellishment & partial *Majority of respondents revealed that some content providers to different
depiction of African Culture Epic Nollywood films are used to promote individuals both home and in
through Films African culture, but they do not fully depict the diaspora, through the
the real African culture due to a mixture of traditional media like
western lifestyles. television and the new media
*Very few respondents admitted that like Youtube, Facebook etc.
Nollywood films depict African culture fully However, it was deduced from
in its originality. For instance, some the findings of different
believed that while trying to portray African respondents that in as such as
cultures in movies, filmmakers tend to blend the movies try to promote
cultures thereby making these movies lose African culture, they do not
their originalities. fully depict the original
African culture because most
Limited knowledge about the *majority said that by mare watching these of them are embellished and
original African Culture films, one would conclude that these coloured with foreign cultures
filmmakers are at some points confused as and contents that do not
to what really makes the real African culture portray African cultures.
due to the manner at which they combine
cultures. Some respondents maintained that
most filmmakers do not have a clear
understanding of the true African culture.
*Some respondents believed that a culture is
unique in its way and should not in any way
or for any reason be married together with
another culture, because that would mean
losing one’s culture.

Table II: A tabular summary of the analysis of the Theme of “Nollywood’s extent of African cultural
portrayal”

Sub-Themes Emerging Facts Conclusion


The participants were rather divided due to
Large/Low Extents *Some of the study respondents
differences in their individual responses
revealed that to a large extent
and views. Some believed that to a good
Nollywood films portray African
extent, Nigerian films try to portray
cultures, whilemajority of the
African culture while a good number of
respondents felt otherwise. A good
them disagreed to that fact. Some believed
number of respondents believed
that the extent of portrayal is appalling
that the extent of African cultural
and disheartening as this appears
portrayals by Nollywood films are
unhealthy to Africans, especially
appalling, low and disappointing.

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ISSN: 2581-7922,
Volume 3 Issue 3, May-June 2020.

Nigerians. However, some respondents


Cultural *Majority of respondents said that
believed that in order to largely portray
Hybridization/Over even though the African films are
African cultures using films, that
dependence of foreign targeted at portraying African
filmmakers should step out of their comfort
contents cultural heritage, most of them fail
zones to conduct proper research and
to portray the original African
enquiries about the real African culture
culture due to hybridization of
because it will be very difficult for someone
cultures and dependence on
to offer what he or she barely knows.
foreign cultures.
Clearly, majority of respondents believed
*Some believe that the extent to that a lot must be done with the Nigerian
which these cultures are films to ensure that these films are
intertwined makes for difficult adequately used to promote African culture
portrayal of the original African to avoid cultural erosion and extinction.
cultures by the movies.

Societal Recognition, *surprisingly, the theme for


fame, and Quest for recognition and fame, quest for
Money. money as opposed to cultural
promotion largely emerged.
*Some respondents said that most
of these filmmakers are not
interested in upholding their
cultures, rather, they just want to
produce films that sell fast
regardless of the originality of
contents, as such, making African
cultures appear meaningless.

Table III: A tabular summary of the analysis of the Theme of “Ways of promoting, communicating and
preserving African culture through Nigerian Films”

Sub-Themes Emerging Facts Conclusion


Films generally, appear to be good
Proper Research and Enquiries Majority of study respondents
tools for African cultural promotions,
believe that films are good tools
but are constrained by a variety of
for cultural promotion if only they
factors. The participants generally
are well researched on. *Some
accepted that for films to be
believed that for the African
adequately used for cultural
cultures to be well promoted, for
promotions, certain factors must be
instance the Igbo culture,
considered. These factors include but
filmmakers need to do their
are not limited to Use of Local
homework well by visiting
Languages; Conducting proper
traditional rulers like Obis,
research and enquiries; and
Asagbas, Igwes etc. to them, these
prioritizing African cultures and local
will help them learn the
contents.
intricacies of the African culture
and how well they can be
portrayed in order to promote

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ISSN: 2581-7922,
Volume 3 Issue 3, May-June 2020.

African cultures.

African Culture *Majority of respondents insisted


Prioritization/Appreciation and that for films to effectively
Acceptance promote African culture,
priorities must be given to local
contents as opposed to foreign
contents.
* Some persons also felt that
African cultures as a matter of
fact must be supreme and well
appreciated.
*Others believed that Africans
should first believe in themselves
and be proud of who they are.

Language There seemed to be a universal


agreement on the need for usage
of the African languages in these
films.
Most respondents felt and
revealed that African cultures can
be well promoted if filmmakers
will stick to using local dialects in
their movies as opposed to
general use of English language
which they termed “Foreign”

VI. CONCLUSION
The fundamental reason behind this study was to examine the place of film (Nollywood Films) as an
indispensable medium of communication in promoting the African culture. The study realized that in as much as
the Nigerian films to some extent are used to showcase, promote African cultures, they have to an alarming
extent misplaced their identities and the African heritage due to hybridization of cultures and over reliance on
western cultures/contents. In addition, the study realized that lack of knowledge about the African culture and
inadequate research into the real African cultures have led to misrepresentations and haphazard presentations of
the “supposed” African culture, thereby, resulting to marriage of different cultures. This, however, has led to the
gradual erosion of the African culture.
Further, the findings of the study reasonably validate the postulations of the cultural imperialism theory
which posits that western nations dominate the media around the world which inevitably has adverse effects on
the third world cultures by western culture impositions, which regrettably, leads to culture erosion and the
bastardization of native cultures. The theme of cultural hybridization and over reliance on foreign cultures,
resonate with the assumptions of this theory.

VII. RECOMMENDATIONS
With regards to the various findings of the study, the following recommendations were made by the
researchers:

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ISSN: 2581-7922,
Volume 3 Issue 3, May-June 2020.
 For films to be properly used to communicate, promote, and preserve African culture, filmmakers need
to have a good mastery of the African culture, norms, values, and traditions. They can achieve this by
painstakingly conducting proper research to enable themhave a better knowledge of the different
cultures inherent in Africa especially in Nigeria.
 Secondly, to promote and preserve African cultures, filmmakers, Africans should be proud of their
cultures and appreciate their cultures as opposed to just imitating western lifestyle.
 The study further recommends that local African contents should be given utmost priorities by
filmmakers to enable them effectively promote and portray the diverse cultures inherent in Africa.
 Filmmakers should begin to place importance on culture portrayal first while also thinking of the
financial benefits and societal recognitions.
 Finally, there is also need for proper sensitization of individuals not just through films but by other
mass media channels of communication on the need to appreciate, uphold, promote the African culture
to help save it from totally eroding.

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