DEPARTMENT OF THEATRE ARTS

This study examines the impact of social media on film audience engagement, focusing on how digital platforms have transformed the ways audiences interact with films and filmmakers. The rapid growth of platforms such as Facebook, Instagram, Twitter (X), YouTube, and TikTok has redefined communication patterns in the entertainment industry, shifting audiences from passive film consumers to active participants in digital conversations. The study investigates how social media facilitates engagement through likes, shares, comments, online discussions, fan communities, and user-generated content, which collectively influence audience perception, anticipation, and loyalty toward films. It also explores how film producers and marketers utilize social media strategies such as teaser campaigns, interactive contests, influencer collaborations, and behind-the-scenes content to stimulate audience participation and strengthen emotional connections with their films. The research is grounded in relevant theoretical frameworks, including the Uses and Gratifications Theory, Diffusion of Innovations, Two-Step Flow Theory, Engagement Theory, and the AIDA Model, which explain the psychological and communicative processes underlying audience interaction online. Using both qualitative and quantitative approaches, the study assesses audience responses and engagement patterns to determine the effectiveness of social media in promoting films and sustaining audience interest. The findings are expected to reveal that social media significantly enhances audience engagement by providing accessible, participatory, and interactive platforms that bridge the gap between filmmakers and their audiences. Ultimately, this research contributes to a deeper understanding of how social media has revolutionized film communication, marketing, and audience behavior in the digital age.

The study examines the performance of Davido’s “Timeless” album on different music streaming platforms such as Spotify, Apple Music, YouTube (Music), and Boomplay. Using quantitative reviews methodology, Davido’s musical streaming performance from the first month after its launch between 31st March to 30th April, 2023 was ascertained, taking into account, stream counts, chart positions, audience behavior, and engagement levels on these platforms. Relevant information were also gathered from the respective platforms’ official equipment and reports from other tracking sites to understand how each platform contributed to making the album successful. Findings of the study is that Spotify was the highest in terms of most streams, particularly in African nations such as Nigeria and South Africa, while Apple Music performed well in locations such as the UK. Although it had fewer streams, YouTube (Music) generated excellent fan interaction in the form of comments and shares and was successful in generating buzz for the album. Boomplay also had a significant contribution to the general performance of the album. The study concludes that the success of Davido’s “Timeless” album demonstrates the importance of utilizing multiple platforms to maximize reach and engagement. The study therefore recommends that artists and music marketers should adopt a multi-platform strategy and strive to understand the specific audience demographics of each platform.

This study examined the significance of costume design in brand promotion, using Oluchi Fashion as a case study. It explored how costume functioned beyond aesthetic appeal to serve as a cultural and communicative instrument that enhanced brand identity, audience engagement, and market visibility. The research was motivated by the growing need for Nigerian and African fashion brands to establish distinct visual identities in an increasingly competitive market. Drawing on both theoretical and analytical perspectives, the study interrogated how Oluchi
Fashion integrated Afrocentric design principles, symbolic styling, and visual storytelling to construct a recognizable and authentic brand image. The literature review provided an overview of costume design as a multidimensional field that encompassed artistic, psychological, and socio-cultural dimensions. It also examined the relationship between costume design and brand promotion, emphasizing how creative design strategies were leveraged for effective marketing and audience retention. The methodology employed qualitative analysis, focusing on the brand’s creative processes, aesthetic philosophy, and promotional techniques. Findings revealed that Oluchi Fashion’s success lay in its consistent use of African fabrics, cultural motifs, and innovative costume choices that communicated confidence, creativity, and cultural pride. The study concluded that costume design was an essential element of brand promotion and identity formation within contemporary African fashion. It recommended that Oluchi Fashion strengthen its digital presence through strategic online engagement, diversify creative collaborations, enhance brand storytelling through multimedia expressions, and form strategic partnerships with both African and international brands. Furthermore, sustaining cultural authenticity was emphasized as the brand’s strongest asset, one that should remain central to its evolving identity

This study examines the role of community theatre in promoting local culture in Benin City. It investigates how theatre functions beyond entertainment, serving as a platform for cultural preservation, social education, and grassroots development. Guided by a qualitative research design, data were gathered through interviews and observations with practitioners, students, and audiences. The findings reveal that community theatre is rooted in traditional performance but faces challenges such as limited funding, weak organisation, and sustainability issues. At the same time, the study shows that applying basic management approaches including planning, role sharing, and participatory decision-making help theatre groups remain active and relevant. The research concludes that community theatre continues to provide cultural value and social dialogue, though greater institutional support and improved training are needed. Overall, the study underscores the continuing importance of theatre as a tool for cultural identity and collective expression in Benin City.

Adornment serves as a powerful form of communication within many cultures. This study
investigates the profound relationship between adornment, identity, and power within the ritual
practices of the Egba Yoruba people. It argues that dress and bodily embellishments are not
merely aesthetic choices but are critical sites for negotiating social status, expressing spiritual
affiliations, and reinforcing political hierarchies.
Through a qualitative analysis of specific Egba rituals, this research demonstrates how the
deliberate selection and arrangement of clothing, beads, and other ornaments serve as a visual
language. This language communicates an individual's lineage, age-grade, and role within the
community, while also signifying a powerful connection to the divine.
This research reveals that these forms of adornment are a dynamic tool used to contest, affirm,
and reshape power structures, highlighting the complex interplay between material culture and
social order. Findings show that specific traditional Egba elements help to preserve cultural
identity, history, and individual expressiveness. Based on this findings this researcher
recommends that a deeper understanding and documentation of the cultural importance of these
elements are essential for the preservation of this rich heritage. By focusing on the Egba context,
this study offers a micro-level examination of a broader African phenomenon, contributing to a
deeper understanding of how dress acts as a powerful agent in the construction and maintenance
of cultural identity.

The purpose of this research project is to employ traditional dance as a vehicle for creating awareness, reviving of a dance going extinct and identity construction, using the Egwu Ohuhu dance of the Anioma people of Delta state as an example. This work researched into the cultural background of the Anioma people, the Egwu Ohuhu dance, and the problems associated with cultural extinction and provided solutions to help revive cultural dances. It also researched on the uniqueness of Egwu Ohuhu dance in retaining the cultural qualities of the Anioma people. The methodologies used in sourcing for information were; Primary research method which involved personal interviews with the indigenes of Ugbodu Village, Secondary method which involved library research and the consultation of books, journals, articles, commentaries and so on which were related to the topic of research. Also, Experimental method of research which involved, the creation of a dance script, auditioning rehearsing with the performers and staging a dance performance. The research concludes that dance can be utilized as a tool and weapon to create awareness, and create a notion that the act is more than the mere movement of the body which could serve as a form of entertainment. It can have a purpose to change ideals and provide solutions to problems

This project explores the significant role of costume and make-up in the promotion and preservation of cultural heritage. Costume and make-up are integral elements of cultural expression, serving as powerful tools for visual storytelling and cultural identity reinforcement. Despite their potential, these elements are often underappreciated and underutilized in cultural promotion efforts. The aim of this study is to demonstrate the importance of costume and make-up in cultural promotion and advocate for their increased use in cultural initiatives. The study employs a qualitative research approach, using case studies from various cultural performances and media to illustrate the impact of costume and make-up on cultural promotion. Through in-depth analysis, the study examines how traditional and contemporary practices in costume and make-up contribute to the preservation of cultural heritage and the engagement of diverse audiences. Findings reveal that costume and make-up not only enhance the aesthetic appeal of cultural performances but also play a crucial role in conveying cultural narratives and values. These elements help to bridge the gap between generations, ensuring that cultural traditions are passed down and appreciated by younger audiences. Additionally, costume and make-up can serve as educational tools, providing insights into the customs, beliefs, and history of different cultures. Recommendations from this study emphasize the need for greater recognition of the role of costume and make-up in cultural promotion. Cultural organizations, educators, and media producers are encouraged to integrate these elements into their programs and productions to foster a deeper appreciation of cultural heritage. By doing so, they can contribute to the preservation and celebration of cultural diversity, ensuring that
cultural traditions continue to thrive in a rapidly globalizing world

This study focuses on the role of Theatre in Education (TiE) within the University of Benin. TiE uses drama and performance as tools to make learning more engaging and interactive. It encourages creativity and collaboration, while also supporting emotional and social development. TiE has the power to transform teaching methods and create a richer learning experience for both students and educators, as it combines theatrical techniques with educational content. The research adopted a mixed-methods approach, using questionnaires for students and interviews with lecturers and administrators. Findings showed that students benefit significantly from participating in TiE programmes. They develop good problem-solving skills, improved creativity, and also the ability to work with others. TiE also enhances students’ emotional intelligence, helping them understand and manage emotions while showing empathy for others. Lecturers observed that using TiE methods helped to make their lessons more effective and interactive, and it also promotes a sense of community and collaboration among staff and students. However, challenges in implementing TiE were also identified. Limited funding, lack of trained personnel, and inadequate resources were among the major obstacles. Lecturers expressed the need for more professional development programmes, better funding, and increased awareness about TiE's benefits to address these challenges. The study concludes that TiE is a valuable educational tool that can transform the learning environment in schools. When it is well-supported, it has the potential to improve academic results, teaching practices, and build stronger relationships within the school community. Recommendations were made for integrating TiE into the school curriculum, organizing teacher training sessions, and providing adequate resources to maximize its impact.

In the reality of an economic recession and increasing competition in all sectors of the economy, companies strive to find more effective and efficient ways to increase brand awareness and market their services. This research looks at the role of social media in theatre productions marketing. Developing an effective viral marketing strategy within the social media landscape requires being aware of the current usage of social media by theatre arts in their attempt to market the services to their target audiences. There is a growing interest in social media marketing research with only modest research available in the arts field. The questions that form the basis for this research are: To what extent can Facebook be applied as a good social media for marketing theatre productions in our modern day society? How does marketing on Facebook influence audience patronage for theatre productions? What are the benefits when marketing theatre productions via Facebook. However, deduction from this study has shown that Social media was seen as most effective in increasing brand awareness and building strong fan community.

This project looks at folklore, film and the performance of both. Understanding folklore and film for the sake of merging them together in a coherent work that would be both entertaining and educative. This work looks into folklore and helps its reader understand and apply it to film using Jay Franklyn Jituboh's Origin of Madam Koi Koi as a major case study.