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A STUDY OF THE INFLUENCE OF HOME MOVIES ON THE DRESSING PATTERNS OF STUDENTS OF TERTIARY INSTITUTIONS

ABSTRACT

This study, The Influence of Home Movies on the Dressing Patterns of Students of Tertiary Institutions in Abia state, notes that home movies mediate  in the culture of students of tertiary institutions in Abia state especially as it relates to their dressing patterns. Research has shown that, Movies, like books, are important medium of cultural transmission and socialization. Thus, the concern on media Influence has led to the development of different communication theories in an attempt to explain the relationship between communication messages and their Influence on the respondent. The thrust of this work was therefore, to examine the Influence that home movies have on the dressing patterns of students of tertiary institutions in Abia state. The survey research method was adopted, with a sample size of 400. The questionnaire was the research instrument for the collection of data. Findings showed that home movies celebrate African values in their dress patterns. This is in contrast with the obvious practice in Western and foreign movies where the contemporary trend is in the swap of roles between the male and the female gender as manifested in the swap of dress culture. This shows that home movies have Influence on the pattern of dressing of students of tertiary institutions in Abia State. The study recommends among other things that the home movies industry should use their medium to promote the very rich cultural values of Nigeria and Africa. More so, the Tourism industry should cash in on the large audience that the entertainment sector is drawing, to re-brand, package and present the good image of Nigeria as a country of economic opportunities and decent moral values.

CHAPTER ONE

INTRODUCTION

1.1   Background of study

The value of home movies as a medium of mass communication is esteemed all over the world. In Nigeria there are over one million audiences of home movies films who are affected in one way or another, by the subjects treated in Nigerian home movies. These movies portray message that have Influence on the viewers, mostly, their mode of dressing. Movies hold a very special place in the culture of a people. “Movies, like books, are a culturally special medium…an important medium of cultural transmission. (Baran, 2009:75). Studies show that movies contribute to socialization and the transmission of culture (Baran, 2009; Daramola, 2007).

Research has shown that there exists a relationship between the mass media and social ills and other behavoural and attitudinal change in the society. For instance, the media are attributed considerable power to shape opinion and belief, change habits, and actively moulding behaviour and imposing political system even against resistance. In discussing the Influence of home movies on the dressing pattern of students of tertiary institutions in Nigeria, it is imperative to mention discourses on media influence. This is because, home movies are a mode of media transmission. In all of researches, the area of media Influence appears to be the most contentious. For one, if the media have no Influence on the society. Is there any realistic justification for their continued existence? For another, if the media do have influences on the thought process and attitude of mankind, should they take responsibility for the emergent foibles and discomfitures of man in the society? The concern on media Influence has led to the development of different communication theories. This is an attempt to explain the relationship between communication messages and their Influences on the respondent.

O’Rork (2006) and Wogu (2008) argue that audiences are more likely to emulate models of behavior seen on the media if they expect to receive gratification from emulating another person “… Behaviour is influenced not only by personal or live models but by those presented in the mass media”. (O’ Rork, 2006:72). Analyses on media Influence continue to show that the media have Influence on the pattern of behaviour of its audience. (Uwakwe, 2010; Okunna, 1999 and Okoye 1993). 

Okunna, opines that because of their special power to affect the way people think, feel and behave, the mass media have been credited with incredible persuasive ability to change attitude and behaviour (1999:161). Culturally, this media Influence could be in the area of language, behavioural response, pattern of eating and dressing. Since it has been established that film is a mass medium, it is proposed in this study that the home movie genre, which is the Nigerian local or indigenous films have Influence on the pattern of dressing of students of tertiary institutions in Nigeria. This supposition is hinged on the fact that home movies have gained wide followership among students of tertiary institutions in Nigeria, especially the youths.

The home movie genre has come a long way in Nigeria. Akpan (2002) notes that the arrival of film in Nigeria came with the colonial government that established a film unit as part of the information department. And this was inherited by Nigeria after independence and became part of the ministry of information. However, as Akpan notes further, the production of feature films in movie film format began in Nigeria in the late 1980s. Studies show that, the home movie, Living in bondage, released in 1992, set the stage for the Nigerian indigenous home movie, popularly known as Nollywood. This industry has continued to grow and explode to greater proportion such that it has pushed foreign media off the shelves of movie rental shops across Nigeria and other parts of Africa. (Uwakwe, 2010). Thus, Nollywood is the household name for Nigerian movie industry and which by definition, means Nigeria’s movie industry by Nigerian production team for the Nigerian audience. This study utilizes the theory on media Influences on pattern of behaviour and attitude change and thus examines the Influence of home movie on the dressing pattern of students of tertiary institutions in Nigeria.   

1.2     Statement of the Problem

Home movies are veritable tools of mass communication, which cut across national and cultural boundaries with wide and fast distributing networks internationally. Home movies are seen as source of entertainment and education, as well as conduit for promoting Nigerian culture. Thus cultural transmission is a major role of the home movies. In the face of media imperialism by foreign media and the over shadowing of Nigeria’s cultural values and manifests, it becomes important to examine the home movies to ascertain if it is influencing the dressing pattern of these students of tertiary institution in Nigeria. An examination of some of the home movies will reveal that they portray nudity while some of the movies portray costumes that reflect the rich Nigerian culture, manifest in her traditional mode of dressing. Media and cultural researchers have noted that dressing is a manifest reflection of a people’s culture.

In the face of these challenges, it becomes necessary to examine how the home movies Influence the dressing pattern of students of tertiary institutions in Nigeria. Such discovery is imperative since it will guide the policy makers where necessary especially if it is found that the Influence is negative and detrimental to Nigerian’s cultural objective and values. Positive Influence however, will be such that promotes pride in Nigeria’s values and seeks to retain her rich culture as against preference for western pattern of dressing and nudity or indecent dressing. 

1.3       Objectives of study

This study aims at discovering the Influence of home movies on the dressing pattern of students tertiary institutions in Nigeria. Its objectives include:

1.      To examine if home movies have Influence on the dressing pattern of students in tertiary institutions in Nigeria.

2.      To determine the nature of the Influence on these students.

3.      To find out if the Influence are positive or negative 

4.      To elucidate the factors responsible for these influences. 

5.      To explore the students’ perception of dress pattern on home movies.

1.4 Research Questions

1.      Do home movies have any Influence on students of tertiary institutions in Abia

a.      State?

2.      What type of Influence do students have on home movies dressing pattern?

3.      Is the Influence negative or positive?

4.      What factors necessitate these Influences?

5.      How do these students perceive dress pattern on home movies?

1.5       Significance of Study 

This study is relevant for the following reasons: It will determine the type of Influence that home movies have on the dressing pattern of students in tertiary institutions and thus guide policy makers and regulatory agencies in providing protection against the production and exposure to movies that negate Nigeria’s cultural values. The study will provide a framework for the fight against media and cultural imperialism where it is discovered that the home movie industry is serving as a stooge.  Finally, the study will be beneficial to students and mass media students because it will expose them to the theory on the Influences that could be exerted via the media. 

1.6   Scope of the Study 

Studies on media Influence show that there are various behavioural and attitudinal Influences that could be exerted by the media- vis-à-vis home movies. However, this study restricts itself to the Influence on patterns of dressing on of students of tertiary institution in Nigeria. Other behavoural or attitudinal characteristics that could subsequently be investigated on, include, home movies Influence on pattern of speech; pattern of language; pattern of love and relationship, etc. 

1.7       Definition of Terms 

Home movies: This is any pre-recorded media films played and viewed by people with their movie players in their homes or movie clubs. These films are viewed with the aid of a TV set which is connected to the movie machine. They are recorded on movie tape, disc or DVD.

Pattern of dressing: This is refers to the choice or type of dressing or clothing preferred by a certain group of people. 

Students in tertiary institutions:  These are post-secondary school students in polytechnics, colleges of education and universities. 

Influence: This is the impact some thing or someone has on something or someone else. This could be positive or negative. 

Tertiary Institutions: These are post-secondary institutions of higher learning in Nigeria.