Social Movements and Cultural Identity
Open access
Peer reviewed
Abstract
Abstract
This study examines the role of Nollywood narratives in rebranding Nigeria and their impact on the nation’s global image. The research specifically investigates how Nollywood films influence the perception of Nigeria among foreign audiences. The study focuses on three selected Nollywood productions: King of Boys (2018), Anikulapo (2022), and Far From Home (2022), which were analyzed to understand how Nigerian stories portray the country’s culture, values, and societal realities. The study adopted a survey research design, using a structured questionnaire to collect data from foreign respondents who have watched Nollywood films and television series. A total of 50 questionnaires were distributed through online platforms, out of which 40 valid responses were received and analyzed using frequency tables and percentages. The findings revealed that Nollywood films play an important role in showcasing Nigerian culture, traditions, and family values to international audiences. The results also showed that digital streaming platforms such as Netflix and YouTube have significantly increased global exposure to Nollywood films. However, the study also found that some respondents believe that certain narratives in Nollywood films may reinforce negative stereotypes about Nigeria due to the frequent portrayal of themes such as corruption and crime. The study concludes that Nollywood has significant potential to contribute to the rebranding of Nigeria and improve the country’s global image if filmmakers maintain a balance between portraying societal realities and highlighting positive aspects of Nigerian culture and development. Keywords: Nollywood, Negative Stereotype, Rebranding, Perception
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@article{ApejoyeOkezie2026REBRANDING,
title = {REBRANDING NIGERIA THROUGH NOLLYWOOD NARRATIVES AND GLOBAL IMAGE PERCEPTION},
author = {Esther Frank Apejoye-Okezie and Joseph Uke Okpe and Arungwa Sonia Nmesomachi},
journal = {Calabar Studies in Languages (CASIL)},
year = {2026},
doi = {10.64414/trgkwk04},
url = {https://doi.org/10.64414/trgkwk04}
}FAQ
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