THE INFLUENCE OF FILM GENRE ON NOLLYWOOD CONSUMPTION AMONG UNIBEN STUDENTS: A CASE STUDY OF EVERYBODY LOVES JENIFA
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Abstract
This study investigated the influence of film genre on Nollywood consumption patterns
among students of the University of Benin (UNIBEN), with the case study being Everybody Loves Jenifa (2024). It examined the impact of film genre on Nollywood
consumption patterns as well as the influence of social and cultural factors on UNIBEN
students’ genre preferences. Drawing on the Uses and Gratifications theory and the Play
theory of Mass Communication, the research also explored how accessibility and availability of Nollywood films affect its consumption and, the appeal of specific genres on UNIBEN students’ Nollywood consumption. Using a survey design, data were collected from a randomly selected sample of 398 students across various faculties and levels of study. Findings revealed that genre plays a huge role in influencing film choice, with comedy emerging as the most preferred genre among respondents due to its entertainment value, cultural relevance, and stress-relieving qualities. Additionally, accessibility via mobile devices and cost-free platforms like YouTube significantly determined viewing habits. Social influence, particularly recommendations and social media trends, also impacted students’ consumption decisions. The study concluded that film genre not only affects individual preferences but also reflects broader cultural and social dynamics within the youth demographic. It recommended that Nollywood filmmakers diversify genre offerings while preserving cultural value to effectively engage younger audiences.
among students of the University of Benin (UNIBEN), with the case study being Everybody Loves Jenifa (2024). It examined the impact of film genre on Nollywood
consumption patterns as well as the influence of social and cultural factors on UNIBEN
students’ genre preferences. Drawing on the Uses and Gratifications theory and the Play
theory of Mass Communication, the research also explored how accessibility and availability of Nollywood films affect its consumption and, the appeal of specific genres on UNIBEN students’ Nollywood consumption. Using a survey design, data were collected from a randomly selected sample of 398 students across various faculties and levels of study. Findings revealed that genre plays a huge role in influencing film choice, with comedy emerging as the most preferred genre among respondents due to its entertainment value, cultural relevance, and stress-relieving qualities. Additionally, accessibility via mobile devices and cost-free platforms like YouTube significantly determined viewing habits. Social influence, particularly recommendations and social media trends, also impacted students’ consumption decisions. The study concluded that film genre not only affects individual preferences but also reflects broader cultural and social dynamics within the youth demographic. It recommended that Nollywood filmmakers diversify genre offerings while preserving cultural value to effectively engage younger audiences.
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