Motivating factors that lead to consumption of Nigerian movies

Abstract

This study sought to explore the motivating factors that lead to the consumption of Nigerian Movies, Nollywood. The researcher collected data by interviewing residents of the Shauri Moyo estate using a self-administered questionnaire and a focused group discussion using the FGD interview schedule. Key informants' interviews were also conducted with program production managers from Citizen TV. The Kenyan audience used uses and gratifications theory to analyse different motivations for watching Nigerian movies. The study revealed that Nigerian movies have audiences of all people of all ages, gender, levels of education and living standards of people. It was established that 40 per cent of the respondents were motivated by the entertainment aspect of Nigerian movies, 25 per cent watch them because they are educative, 20 per cent watch because they project African culture such as attire and the foods, 10 per cent confessed that they watched Nigerian movies because they idolise the Nigerian movie actors and actresses. Lastly, 5 per cent watched Nigerian movies for reasons like the accent. In conclusion, this study indicated that Television channels in Kenya air Nigerian movies to entertain their audiences educate them and, at the same time, transmit African culture. This study recommends that, by all means, the Nigerian industry is not perfect. However, it is part of development, so in future, the audience themselves should have some kind of consumer association to be in a position to demand better quality and standard movies.