Nigerian Video Films and National Image: A survey of the...

The Crab: Journal of Theatre and Media Arts (Number 7/June 2012, 185- 204)

Nigerian Video Films and National Image: A survey of the Perception of

Yenagoa Audience in Bayelsa State

Fakrogha D. O.

Abstract

This research seeks to find out if Nigerian Video Films (NVFs) contribute

positively to national image and whether they can be used as a tool to correct

the negative image brought about by unfair representation of third world

countries by Western media. The research is predicated on the Dependency

Theory and the Cultivation Analysis Theory which combined indicates that

the image of the world is shaped by the media regardless of the disparities

that might exist in real life. The research is delimited to audiences in

Yenagoa, and a purposive sampling technique was used to divide Yenagoa

into four (4) zones and excludes persons not literate and not within the age

bracket of 18 to 60. A total of four hundred (400) copies of the questionnaire

were distributed, and three hundred and sixty five (365) were retrieved. In

addition, oral interview was also employed. The findings of the survey reveal

that NVFs can be used as a tool to subtly disseminate information and correct

negative perception of Nigeria as perceived by many. The findings further

reveal that NVFs have the potential to alter the viewpoint of her audiences on

critical issues and have direct impact on their perception. The implication is

that NVFs can be used to project a positive image of Nigeria but could also

mar the nation‟s image if not properly handled. The study recommends that

the Federal Government of Nigeria should explore the use of NVFs in her

struggle to propagate an amiable image of Nigeria for the world to see. It is

also recommended that NVFs should gear their attention on reforming

aspects of our culture and practices that do not conform to modern

civilization. Media scholars and practitioners should conduct periodical

research on the effects of their movies with effective feed-back mechanism.

Introduction

Image is someone‟s appearance, whether good or bad, as seen by other

people. The things we do or say, the clothes we wear and the activities we

engage in determine our image. People will relate with us based on the image

of ourselves. If you are seen as principled, you are treated as such. But if you


are perceived to be dishonest, people will dine with you using a long spoon.

It is human nature to care about our image. For instance, in the Garden of

Eden, after Adam and Eve had disobeyed God by eating the forbidden fruit,

they realized that they were naked. When God called them, they first sought

to cover their nudity because they wanted to appear presentable before God

(Gen. 3:10). This is an indication that they cared about their image.

Moreover, in a close-knit and overtly interdependent world like ours,

every person, organization or country needs to maintain contact with its

external environment in order to ensure its continued existence. This contact

will enable the person, organization or country to monitor the environmental

tide and appropriately respond and adjust to these environmental changes

whenever they occur. The external environment is instrumental to the smooth

functioning of any person, organization or country. The foregoing

necessitates the need to build a positive image. This image would create an

atmosphere for mutual understanding, rapport, goodwill and co-operation

between a person, organization or country and its external environment.

However, a lot of persons, organizations and countries miss out in the

scheme of things because of the negative image people have of them. Nigeria

is one of such countries. This is evident in the vices that some people and

members of the Nigerian government have been guilty of since her

independence. These vices have created a negative image for Nigeria, and

hampered development in so many ways. The negative image, in which the

world perceives Nigeria, has become a thorn in the flesh of Nigerians.

Therefore, it is no surprise that in an inaugural speech, His Excellency,

President Olusegun Obasanjo, following his swearing-in as President of the

Federal Republic of Nigeria, on May 29, 1999, made the following

assertions:

…The impact of official corruption is so rampant and has

earned Nigeria a very bad image at home and abroad.

Besides, it has distorted and retrogressed development.

…Our country has thus been through one of its darkest

periods. All these have brought the nation to a situation of

chaos and near despair. This is the challenge before us.

Fellow Nigerians, let us rise as one, to face the tasks ahead

and turn this daunting scene into opportunities in a New

Dawn. Let us make this the beginning of a genuine

Renaissance (p. 2).


The negative picture that emerges from the above speech is occasioned by

bad governance and further worsened by the activities of some fraudulent

and corrupt Nigerians. This negative image has affected the nation‟s

international relations.

The corruption profile of Nigeria has negatively affected the businesses

that Nigerians engage in with foreigners because they view Nigerians as

dubious. The media in developed countries has worsened the image of

Nigeria and third world countries. The media in developed countries are

guilty of presenting an uneven flow of information by portraying negative

events and giving less time to positive news coverage of third world

countries. Konkwo (2004, p. 22) confirms that “the developing nations

charge the media of the industrialized nations of misrepresentations,

underreporting, distorting, angling or slanting ethnocentric bias and laying

emphasis on wars, disasters, coups and other kinds of negative news to

portray a general image of a backward, quaint, uncivilized and exotic group

of people”.

The news coverage of Western media has grossly affected the economy

of developing nations as foreign investors shy away from participating in

ventures that will benefit themselves and third world countries. Avenues for

attracting huge revenues in developed countries, such as tourism, are left to

lie fallow in Nigeria because foreigners base their judgment on foreign media

reports. These reports very often present Nigeria as a country with political

instability and of great security risk to foreigners. This is no surprise given

the fact that “News is an account of an event that a newspaper prints in the

belief that by so doing it will make profits” (Okon, 2001, p. 177).

Opubor and Nwuneli (1985, p.17) agree that there is unfair reportage of

news by the West, when they observe that, “the West devotes more space,

time, energy and resources to the reporting of the unusual, in presenting a

stable media menu of abnormalities and crises about Africa. These crises

include actual calamities, coups, corruption and other undesirable sides of

life” (Konkwo, 2004). Researchers contend that this regular diet of bad news

about Africa shapes the way the continent is seen by non-Africans. Nzekwu

and Mgbemena (1985, p.22) point out that, “the attitudes and understanding

of people about others of whom they do not have first hand information is

shaped to a great extent by information they get from the media or books”.

Deducing from these statements, it is safe to say that the Western media have

also contributed negatively to the national image of Nigeria. In view of the

negative image brought about by fraudulent activities of some Nigerians and

the unfair representation by the Western media, the Nigerian government


launched the „Heart of Africa Project‟ in 2004 and urged Nigerians both at

home and abroad to promote the image of Nigeria in all they do.

The initiative of government in establishing Heart of Africa Project,

EFCC and ICPC is a public relation strategy aimed at creating a positive

image. Thus the clarion call of duty demands that anything Nigerians choose

to be involved in, they should have at the back of their mind this singular

goal of creating a positive national image for the country. If everything

Nigerians are involved in is aimed at creating a positive image, then our

latest mania in video film production should be reviewed, especially since its

slogan says, “The success of Nigerian videos makes us a people to watch.” If

the slogan is anything to go by, then it means that the videos are mirrors that

reflect our identity, more so, that these videos are showcased on cable

television that runs for 24 hours daily. The cable channels are TV Nollywood

(NM) on Cable Television (CTL), African Magic on DSTV (AMag) and

Nigerian Movie Net (NMN, with its slogan “Truly Nigerian”) on Cable

Mission Television (CMTV). As mirrors that reflect our identity, it becomes

imperative that Nigerian Video Films (NVFs) should reflect the image of

Nigerians in its true form.

The argument also given by Konkwo (2004, p. 35) that having made the

world aware of unfair media coverage by the West, third world countries

must build up their independent and vibrant media system to present their

nations the way they want foreigners to see them. It thus becomes imperative

to look inward for solutions by reviewing the NVFs in relation to its content

and representation as regards our country‟s image.

Statement of Problem From the foregoing background information, it is clear that Nigeria has a

negative image abroad. The negative image results from successive bad

governments and the fraudulent and corrupt practices of some Nigerians at

home and abroad. The Nigerian government has taken steps to improve the

battered image of the country by setting up the ICPC, EFCC and Heart of

Africa Project. Nevertheless, much still remains to be done by the media,

especially the local media. One angle that needs to be explored in laundering

the image of Nigeria is the video film industry. The concern is, not knowing

if the Nigerian Video film is a clog in the wheel of our struggle towards

creating a positive national image. Therefore, this research wants to find out

what roles NVFs have played in correcting Nigeria‟s national image.


Purpose of Study

This study seeks to find out if NVFs contribute positively to national image

and whether they can be used as tool to correct the negative image brought

about by unfair representation of third world countries by Western media.

This will enable the government and the movie industry to appraise the

performance and usefulness of NVFs and decide on whether to promote,

censor or place certain legal constraints on them. To specific purpose of the

study are:

1. To ascertain the influence of NVFs on Nigerians, especially the

Yenagoa audience.

2. To find out if there is any change in the perception of Nigeria,

especially by Nigerians that have viewed NVFs.

3. To ascertain the opinion of Mass Communication practitioners as

regards the use of movies to subtly diffuse information from Third

World Countries to the West.

4. To determine whether there are shortcomings of NVFs in terms of its

portrayal of the realities in Nigeria.

Research Questions

2. What is the perception of Yenagoa audience as to the influence of

NVFs on Nigerians?

3. What is the perception of Nigeria by residents of Yenagoa that are

exposed to NVFs?

4. Do Mass Communication practitioners in Yenagoa view NVFs as a

tool for dissemination of information?

5. Are there shortcomings in the portrayal of realities in Nigeria by the

NVFs as perceived by Yenagoa audience?

Literature Review

Baran and Davis (2000, pp. 11-17) identified four major eras of mass

communication theory: the era of mass society theory, the emergence of a

scientific perspective on mass communications, the era of limited effects, and

the era of cultural criticism. The essential argument of the first era is that

media undermine the traditional social order and to cope with this disruption,

steps must be taken to either restore the old order or institute a new one. The

second era views media as reinforcing existing social trends and strengthens

rather than threaten the existing status quo. The third era sees the media as

having moderate effects and an elite pluralism. The fourth era is a collection


of perspectives concerned with the conflict of interests in society and the

ways communication perpetuates domination of one group over another.

Daramola (2003, pp. 53-69) explains the following theories of mass

communication; Agenda Setting Theory (the idea that media do not tell

people what to think but tell them what to think about), Diffusion of

Innovation Theory (explains how innovations are introduced and adopted by

various communities), Uses and Gratifications Theory (media audiences are

not passive to media messages – rather they are active audiences with set

expectations about the message and their potential uses) , Two-Step Flow

Theory (stresses importance of opinion leaders in formation of public

opinion), Phenomenistic Theory (media are rarely the sole cause of effects

and are relatively powerless when compared with other social factors),

Attitude Change Theory (provides insight into influence of individual

differences and group affiliations in shaping media influence), Dependency

Theory (people are dependant on media and media content to understand the

world), Cultivation Analysis Theory (people cultivate the habit of viewing

the world from the point of view of the media),etcetera.

Having identified most of the theories of mass communication, the

Dependency Theory and Cultivation Analysis Theory were selected based on

the suitability of these theories as it relates to the topic and aim of this

research. Baran (2002, p. 386) asserts that “Melvin Defleur and Sandra Ball-

Rokeach postulate the Dependency theory presenting the argument that, in

our complex and changing society people become increasingly dependent on

media and media content to understand what is going on around them, to

learn how to behave meaningfully, and for escape”. The Dependency theory

summarily explains that audiences are influenced by the media as a result of

the level of their dependency on the media. Thus audiences become heavy

viewers of the media, and their social world is to a large extent shaped by the

media. So it is clear that audiences are heavy viewers of the media and

depend largely on the media to make decisions. If this were the case, then the

perception of Nigeria‟s national image by viewers of NVFs would be greatly

affected by the contents of NVFs.

Daramola (2003, p.64) asserts that Cultivation Analysis Theory

presupposes that when one is exposed to the media for sometime one tends to

cultivate the habit of viewing the world from the point of view of the media.

For instance an excessive exposure to television may create the effect on

people having a rather distorted view of their environment, making it look

more like what is portrayed on television than what exists in real life.

Daramola‟s explanation of the Cultivation Analysis Theory points out that


people are in the habit of perceiving the world based on information

presented to them by the media regardless of the disparities that might exist

between real life situations, and that which is portrayed by the media. In

other words, media messages are the raw materials in which people form

their concepts of the world they live in (Daramola, 2003, p. 64). From the

foregoing explanation of the Dependency and Cultivation Analysis theories,

a combination of these theories presents audiences as heavy viewers of the

media (because of their dependence on the media to understand the world

around them), whose perception of the world is based on the realities

presented by the media (i.e. they cultivate their meanings of reality based on

the media contents). As it relates to this research, it becomes evident that the

perception of Nigeria‟s national image by audiences (exposed to NVFs) is

likely to be shaped by the contents of NVFs.

Empirical review on the formation of independent cinema in Nigeria by

Ukadike clearly points out that independent cinema in Nigeria is not geared

towards the vital aspect of national development but rather culminates in the

imitation of Western model of representation and profiteering (Ukadike,

1994, pp. 128 – 130). The Nigerian video film industry must not be allowed

to tow this line at the expense of our national image and development. The

challenges faced by Nigerian cinema/film producers are isolation and

autonomy, inaccessibility of the Nigerian films to reach the international

market/language barrier and financial/economic constraints, which led to the

direct use of videos as an alternative – thus the birth of NVFs (Okome &

Haynes. 1995, pp. 1 - 41). Enahoro, however, concludes that it is pertinent

for a country to have a form of cinema as a national signifier than to have

none (Enahoro. 2002, p. 29). The concept of public relations as a tool for

image building establishes that the practice of public relations is not the same

as publicity, lobbying, press agentry and propaganda, rather PR, is the

philosophy and function of management which evaluates public attitudes,

identifies the policies and procedures of an individual organization with the

public interest and executes a programme of action to earn public

understanding and acceptance (Okon, 2003, pp. 90-110). Hence if Nigeria is

to build a positive image for herself, it is imperative that the tenets of the

profession should be followed to the letter. Therefore, the Nigerian

government should be fully involved in any information dissemination tool

(such as NVFs), in order to ensure that the messages disseminated are such

that will bring about positive perception of the country.


Finally, the Nigerian government has made efforts towards achieving a

positive image such as the introduction of mass communication and cultural

policy. The policy summarily aims at establishing a virile profit oriented film

industry that will serve as a vital instrument for national integration, unity

and international image building (Ekwuazi, 1987, pp. 45-48). The Heart of

African Project and ICPC Act are tools used by the Nigerian government to

checkmate negative acts and launder the image of Nigeria and Nigerians

(Daily Champion, February 3, 2006. p. 27). Although these efforts are

worthy of recommendation, the Nigerian government should consider the use

of NVFs as a vital tool in her struggle to portray a positive national image.

Methodology

This is an exposition on the methodological procedures and techniques used

for this study. They include: sample population, description of data gathering

instruments, validation of data gathering instrument, and method of data

analysis.

Research Design

There are two types of survey research: descriptive and analytical (Wimmer

and Dominick, 1987, p. 102). Whereas descriptive surveys attempt to picture

or document current conditions or attitudes, that is to describe what exists,

analytical surveys attempt to describe and explain why certain situations

exist. This study adopts the descriptive survey disposition because its aim is

to picture the current conditions (negative national image) and to describe

what exists (Nigerian video films) with a view to pointing out the

interrelatedness between the two (negative national image and video films).

This survey research technique utilizes questionnaire and interviews to gather

its data. Both open and closed-ended questions are used in the questionnaire

format to enable the researcher gather as much as possible adequate and

accurate information from the respondents.

Research Population/Sampling Procedure

The population of this study is residents of Yenagoa that are literate and fall

within the eighteen (18) to sixty (60) years of age bracket. Bearing in mind

the various techniques involved in research, a few sampling techniques were

adapted. The purposive sampling technique was employed to enable the

researcher select this population based on certain peculiarities and manifest

characteristics of the segment of the study areas. This approach necessitated

the elimination of persons below and above the age bracket of 18-60, bearing


in mind that the people of Yenagoa do not have a history of film unlike the

Yorubas. However, it is not possible to obtain a list of inhabitants of the

universe of the study; therefore this research adopted the cluster sampling

method. This sampling method made it possible to divide Yenagoa into

zones.

Thus, Yenagoa audiences would be divided into:

Zone A: comprising,

Onopa community

Ovom community

Azikoro community

Swali community

Zone B: comprising,

Agbura community

Akaba community

Ogu community

Fambge community

Zone C: comprising,

Ekeki community

Kpansia community

Opolo community

Amarata community

Zone D: comprising,

Agudama-Epie community

Akenpai community

Akenfa community

Edepie community

The actual population was determined through a simple random sampling

technique. This was achieved, using a table of random numbers.

Research Instrument/Method of Data Collection

The questionnaire was used as the instrument for data collection. It enabled

the researcher develop standardized questions that was presented to the

subjects, and provides for efficient and uniform recording of the observations

so that data processing and analysis would be simplified.

The questionnaire is made up of three (3) parts- A, B & C. These parts

present questions that took care of the demographic, psychographic and other


variables. The questionnaire is close-ended and open-ended. The close-ended

questions elicited specific responses. A total of four hundred (400) copies of

the questionnaire, one hundred (100) to each zone were randomly distributed

among respondents. As an adjunct, oral interview was employed. Those

interviewed were Mass Communication practitioners in Bayelsa state. The

practitioners were selected based on a purposive sampling technique, which

allowed for the selection of five (5) practitioners, one each from the

following institutions: Niger Delta University (NDU); Bayelsa College of

Arts and Science (BYCAS); Nigerian Union of Journalist (NUJ) Bayelsa

Chapter; Bayelsa State Television and Bayelsa State Radio.

Validation of Data Gathering Instruments

The questionnaire and interview questions were pre-tested among a pilot

group for readability, comprehensibility and conformity to the objectives

guiding this research.

Method of Data Analysis

Data is presented in tables and analyzed in simple percentages. As regards to

the oral interview, the analysis was drawn from the statements made by those

interviewed.

Display of Tables

Data was gathered with a view to testing the hypothesis and answering of the

research questions. In this regard, 365 (three hundred and sixty five) copies

of the questionnaire was retrieved out of the 400 (four hundred) copies

distributed. This represents 91.3% return rate.

Research Question 1: What Influence Do NVFs Have on Nigerians?

Table 1: NVFs and Respondents Opinion on Topical Issues

Nature of

Response No of Respondents % Response

Yes 116 32 No 101 28 Sometimes 81 22 Rarely 67 18 Total 365 100

Source: Survey Data 2008 Table 1 sought for responses on the changes in opinion on topical issues each

time a respondent is exposed to NVFs. The table shows that 32% of the

respondents always change their view points each time a contrary view is


presented by NVFs while 28% of the respondents usually retain their opinion

on topical issues each time they watch NVFs. However, 22% of the

respondents are sometimes swayed by the viewpoint of NVFS while 18% of

the respondent ticked that their opinion on topical issues is rarely affected

each time they watch NVFs. The implication is that more than half of the

respondents‟ opinion is influenced by NVFs.

Table 2: NVFs and Perception of Nigerians

Nature of Response No of Respondents % Response Good people 129 35 Very good people 120 33 Bad people 47 13 Very bad people 69 19 Total 365 100

Source: Survey Data 2008

The table above shows respondents responses on how they would describe

Nigerians based on their exposure to NVFs. 68% (33%+35%) of the

respondents felt that Nigerians are generally good people while 32%

(19%+13%) of the respondents are under the impression that based on the

representations of NVFs, Nigerians are bad people. The view of the majority

of the respondents is that the representations of Nigerians by NVFs, presents

Nigerians as good people. Table 1 and 2 implies that NVFs can influence

Nigerians on topical issues and also have a direct impact their perception of

Nigerians.

Research Question 2: What is the Perception of Nigeria by Those

Exposed to NVFs?

Table 3: NVFs and Perception of Nigeria

Nature of Response No of Respondents % Response Agree 128 35


Strongly agree 121 33 Disagree 68 19 Strongly disagree 48 13 Total 365 100

Source: Survey Data 2008

Table 3 sought to find out whether NVFs have changed respondents

perception of Nigeria. 68% (33%+35%) of the respondents are of the opinion

that their perception of Nigeria improved from bad to good based on their

exposure to NVFs. 32% (13%+19%) of the respondents, however,

maintained that their perception of Nigeria did not change from bad to good

on exposure to NVFs. The implication is that a greater percent of the

respondents perceives Nigeria as a good country based on their exposure to

NVFs. This can translate to mean that the NVFs are image builders for the

country and that NVFs contribute positively to national image.

Research Question 3: Do Mass Communication Practitioners View

NVFs as a Tool for Dissemination of Information?

The oral interview was administered to 5 (five) Mass Communication

practitioners in Yenagoa. The questions asked are as follows:

6. What is your name and designation?

7. Are you familiar with NVFs?

8. What is your perception of NVFs?

9. Do you think that the Nigerian government can use NVFs to diffuse

information in and outside its society? If yes, suggest ways in which

it can be done.

10. Do you think that NVFs influences Nigerian families?

11. Is NVFs in anyway impacting on our national image?

12. What are your recommendations as regards to NVFs?

Their responses are as follows:

A. Bayelsa State College of Arts and Science, Yenagoa

13. Nemine Tonprebofa Andrew. Head, Department of Mass

Communication, Bayelsa State College of Arts and Science,

Yenagoa.


14. Yes, I am familiar with NVFs.

15. The NVFs still have a lot of room for improvement. I am not really a

fan of NVFs, however, I think they are trying and have come a long

way.

16. Yes, the Nigerian government can use NVFs to diffuse information

within and outside the society. This can be done by producing NVFs

that would reflect governments‟ development plans for the people in

order to ensure the cooperation and participation of the people.

17. Yes, NVFs influences Nigerian families.

18. Yes, NVFs due to its viewer ship impacts directly on our national

image.

19. My recommendations are as follows:

20. NVFs should be more conformed to our cultural identity and image.

21. Producers of NVFs should ensure that the image of our country is

positively projected.

22. The production quality of NVFs should be improved, as there are

lots of substandard NVFs in the market and this does not augur well

for our movie industry.

B. Bayelsa State Television, Yenagoa

23. Mark J. Yibowei. Director News and Current Affairs.

24. Yes I am familiar with NVFs.

25. My perception is that NVFs are positive development and help to

boost the image of Nigeria.

26. Yes, I believe that NVFs can be used to diffuse information world

wide. This can be achieved by funding film productions and using

the contents to disseminate positive messages.

27. Yes, NVFs impacts on Nigerian families.


28. Yes, NVFs impacts on our national image especially when positive

aspects of our culture are portrayed.

29. I recommend that the Nigerian government should help the film

industry to develop its infrastructure and ensure that producers are

made to pass positive messages in their films. There should be

constant interaction between Nigerian film producers, directors,

technical crew and their counterparts in the more advanced countries.

However care must be taken not to imbibe negative film contents

from other countries, such as open sex, excessive violence etcetera.

C Niger Delta University, Wilberforce Island, Bayelsa State

1. Ugulah Bright. Lecturer, Department of Mass Communication

2. Yes, I am familiar with NVFs.

3. My perception of NVFs is that most times NVFs showcase wealth,

culture and sometimes the poor nature of the third world. However, a

lot of effort is made to reposition the information gap between the

west and south through Video films. This in turn affects our social

and economic system.

4. Yes, government can use NVFs to diffuse information in and outside

the society in the following ways.

30. Encourage actors/actresses through film institute which must be

regulated in checking their performances on culture.

31. Create programmes endowed with learning and promoting the image

of Nigerians.

32. Use NVFs as catalyst for sustainable investment by portraying grey

areas in the country.

33. Financial support to talented youths in the areas of film/drama.

34. Yes, NVFs influences Nigerian families.

35. Yes, NVFs have direct impact on our national image.

36. My recommendations are as follows:

37. Nigerian artistes should modify their drama/video contents more on

the character/environment of Nigeria or Africa.


38. The character should be devoid of foreigners especially white colour

preferences.

39. Nudity/prostitution does not portray a true African culture. Hence,

nudity/prostitution should be done away with in NVFs.

40. Fetish and over religious practices should be moderated in the NVFs.

41. Get rich quick/exposition of wealth in NVFs does not represent the

true character of Africans.

42. NVFs should be encouraged to discourage the negativity/information

gap already created by the western media.

D. Nigerian Union of Journalist, Yenagoa Branch

1. Alaowei Ekiye. Feature Writer/NUJ Secretary General.

2. I am familiar with NVFs.

3. NVFs are too superficial

4. I do not think that the Government can use NVFs to diffuse

information in and outside the society.

5. Yes, NVFs influences Nigerian families but negatively.

6. NVFs do not quite impact on our national image.

7. NVFs should stop adopting foreign artists, their character and

wanting to be like the Americans. NVFs should also stop featuring

fetish cultures as if that is all there is in Nigeria, because that is not a

good side of Nigeria. NVFs producers should sit down and think of

evolving an African system, if you like call it Nigerian system, and

make it original and grow with it.

E. Radio Bayelsa, Yenagoa

1. Myke Ezon-ebi Ekemi, Senior Editor, Radio Bayelsa.

2. I am familiar with NVFs.

3. On my perception of NVFs, I commend the body for the break

through in performance and moving Nigerian culture and talented

Nigerian artistes to the international stage. However, my fear is

anchored on the negative effects of some aspects of our films or

movies would have on the younger generation, particularly the

youths. The films have bearing on morals and certain fetish Nigerian

culture e.g. cult related and bloody aspects of life that require

reforms.


4. Government can use NVFs to diffuse information to the society and

the world at large. This can only be achieved if leadership of Nigeria

at all levels can show transparency, dedication, commitment,

patriotism and accountability as well as display selfless service while

shunning parochial tendencies.

5. NVFs influences on Nigerian families in both positive and negative

ways to the ratio of 40 to 60.

6. NVFs impacts on our national image and its doing so locally,

regionally and internationally and the proper rating can be done in

the future based on the outcome of desired positive reform

principles.

7. I recommend that NVFs should gear their ultimate intention on

reforming aspects of our culture and practices that does not conform

to modern civilization and high moral standards. NVFs should also

conduct periodical research on the effects of their movies with

effective feed-back mechanism.

Out of the five (5) Mass Communication practitioners interviewed, four

(4) practitioners are of the opinion that NVFs can be used to diffuse

information in and outside Nigeria. Thus it can be implied that Mass

Communication practitioners view NVFs as a tool that can be used to correct

the negative image brought about by unfair representation of Nigeria by

Western media.

Research Question 4: Are There Shortcomings in the Portrayal of the

Realities in Nigeria by the NVFs?

Table 4: NVFs Portrayal of Realities in Nigeria

Nature of Responses Responses % Response Agree 103 28 Strongly agree 112 31 Disagree 88 24 Strongly disagree 62 17 Total 365 100

Source: Survey Data 2008 The above table shows that 31% of the respondents strongly agree that NVFs

depicts the true situation of happenings in Nigeria. 28% of the respondents

ticked that they agree to this notion while 17% strongly disagree with the

statement that NVFs depicts the true situation of happenings in Nigeria. 24%

of the respondents simply disagrees that NVFs depicts the true situation of


happenings in Nigeria. Thus 59% (31%+28%) of the respondents are of the

opinion that NVFs are a reflection of realities in Nigeria while 41%

(17%+24%) of the respondents think otherwise. This implies that more than

half of the study population share the view that the contents of NVFs are true

representations of happenings in Nigeria. Hence, there are no shortcomings

in the portrayal of realities in Nigeria by the NVFs.

Findings

The findings of this study revealed that respondents are aware of the

existence of NVFs and that it is broadcast on satellite television. The findings

also revealed that respondents are of the opinion that NVFs can be used as a

tool to subtly disseminate information. It was further revealed that NVFs

have the potential to alter the viewpoint of the respondents on critical issues

and have direct impact on their perception. Those exposed to NVFs perceive

Nigeria as a good country. This can translate to mean that the NVFs are

image builders for the country and that NVFs contribute positively to

national image.

The study further revealed that Mass Communication practitioners are of

the opinion that NVFs can be used to diffuse information in and outside the

country. Thus it can be concluded that Mass Communication practitioners

view NVFs as a tool that can be used to correct the negative image brought

about by unfair representation of Nigeria by Western media. It was also

found out that there are no shortcomings in the portrayal of realities in

Nigeria by the NVFs. A clear indication that the contents viewed in the

NVFs are true representations of the happenings in Nigeria.

Conclusion

This study has revealed that Nigerians are aware of the existence of NVFs

and that NVFs can be used to disseminate information. NVFs can also

correct the negative image brought about by unfair representation of Nigeria

by Western media. Furthermore, NVFs influences Nigerians and have the

ability to alter their perception. It also revealed that NVFs are image builders

for the country and that NVFs contribute positively to national image.

The contents of NVFs are a fictional representation of the realities in Nigeria

and NVFs has greatly influenced the perception of Nigeria from bad to good.

Hence, there is significant relationship between NVFs and national image.

Thus, it is concluded that NVFs are viable tools for our nations image

building struggle and would create international recognition for Nigeria.


However, periodic research on the effects of NVFs as regards to morals

should be done.

Recommendations

The contents of NVFs should be screened by appropriate bodies before

rehearsals/shootings be carried out. This would ensure that NVFs continue to

present the true situations in Nigeria and at the same time ensure that the

image of Nigeria is presented positively. Screening can be done without

killing the artistic/creative abilities of Nigeria‟s screenwriters. It would

simply be a way to ensure that there is moderation and less exaggeration of

the realities in Nigeria as embedded in the NVFs. The act of screening NVFs

scripts before rehearsals would ensure quality of our film industry and make

the duties of the censor-board much easier and effective. It would also serve

as check for rogue videos.

NVFs should downplay the negative vices inherent in Nigeria and rather

highlight the positive attributes. This would not mean that NVFs no longer

portray true happenings of the society but rather it would serve as a means of

hope and encouragement for Nigerian citizens. Excessive exposure of

negative vices would create mistrust and a feeling of despair that would not

encourage a change of attitude. Every country in the world have citizens that

indulge in negative practices, but often times they downplay them and rather

present positive attributes of their citizens in their movies. A good example

of this is obvious in American movies, where the average American is shown

to be willing to die for the country‟s flag. Whereas this may not be the true

situation, for there are Americans who do not have regards for the American

flag. However the continuous movie exposure of „die for the flag Americans‟

is successfully making Americans believe in themselves and are now

prepared to die for their flag.

There should also be legally formed association of NVFs Screenwriters.

This would serve as a control measure for screenwriters and also serve as a

forum for maintaining standard. It is also recommended that the Nigerian

government should use NVFs to reflect development plans. Government

should also provide financial aid to the movie industry to ensure quality

production. Filmmakers of NVFs should have periodic interactions with

foreign filmmakers to exchange ideas and learn modern skills in filmmaking.

NVFs should also reduce the amount of fetish/religious contents.

Fetish/Religious practices should be done with moderation. Finally, it is

recommended that NVFs should gear their attention on reforming aspects of

our culture and practices that does not conform to modern civilization and


high moral standards. NVFs should also conduct periodical research on the

effects of their movies with effective feed-back mechanism. Thus, this study

have contributed to knowledge by:

43. presenting research findings and forming a basis for further research

in the field of Mass Communication.

44. Providing the basic information on the types of videos that are likely

to promote our national image.

45. Presenting the Nigerian government with the needed information as

regards the role NVFs play in attaining improved international

relations for the nation.

46. Addressing the imbalance in the flow of communication across

borders, and present Third World countries with a tool that it can use

to mirror its activities to the world.

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