AN EVALUATION OF HOME MOVIES AND ITS INFLUENCE ON THE DRESSING PATTERNS OF STUDENTS OF TERTIARY INSTITUTIONS IN NIGERIA

AN EVALUATION OF HOME MOVIES AND ITS INFLUENCE ON THE DRESSING PATTERNS OF STUDENTS OF TERTIARY INSTITUTIONS IN NIGERIA

Background of study  

Home movies are valued as a means of mass communication all over the world. In Nigeria, there are about one million home movie film viewers who are influenced in some manner by the themes addressed in Nigerian home movies. These films convey messages that have an impact on the spectators, most notably their fashion sense.

Movies have a very significant role in a people's culture. "Movies, like books, are a culturally unique medium...an crucial means of cultural transmission" (Baran, 2009:75). According to research, movies help in socialization and cultural transmission (Baran, 2009; Daramola, 2007).

According to research, there is a link between mass media and societal evils as well as other behavioral and attitudinal changes in society. For example, the media is given significant ability to mold opinion and belief, modify habits, and actively shape behavior and impose political systems even in the face of opposition.

It is necessary to consider discussions on media impact while analyzing the Influence of Home Movies on the Dressing Pattern of Students at Tertiary Institutions in Nigeria. This is due to the fact that home videos are a kind of media transmission. The topic of media influence appears to be the most disputed in all of the studies. For one thing, if the media has no influence on society. Is there any plausible reason for their prolonged existence? For example, since the media has an impact on people's mental processes and attitudes, should they be held accountable for man's emerging follies and discomfitures in society?

Concerns about media influence have resulted in the creation of many communication theories. This is an effort to explain the link between communication messages and the responses they elicit.

According to O'Rork (2006) and Wogu (2008), viewers are more inclined to follow models of conduct seen in the media if they anticipate to get satisfaction from copying another person. "... Behaviour is impacted not just by personal or live models, but also by those broadcast in the mass media." (O'Rork, 2006:72)

Analyses of media influence continue to indicate that the media has an impact on the behavior patterns of its audience. Uwakwe (2010), Okunna (1999), and Okoye (1993).

According to Okunna, the mass media has been attributed with remarkable persuasive capacity to modify attitude and behavior due to its distinctive power to impact the way people think, feel, and conduct (1999). Culturally, this media Influence might be in the areas of language, behavioral reaction, eating and dressing patterns, and so on.

Given that film is a mass medium, it is argued in this study that the home movie genre, which is Nigerian local or indigenous films, has an influence on the style of clothing of students at Nigerian higher institutions. This assumption is based on the fact that home videos have achieved widespread popularity among Nigerian tertiary students, particularly young people.

In Nigeria, the home movie genre has gone a long way. According to Akpan (2002), the advent of film in Nigeria coincided with the establishment of a film unit as part of the communication department by the colonial administration. After independence, Nigeria inherited this, which became part of the ministry of information. However, as Akpan points out, feature film production in movie film format began in Nigeria in the late 1980s.

According to studies, the home movie Living in Bondage, which was published in 1992, paved the way for the Nigerian indigenous home cinema, also known as Nollywood. This sector has continued to expand and erupt to such an extent that it has driven international media off the shelves of movie rental stores across Nigeria and other African countries (Uwakwe, 2010). Thus, Nollywood has become a household word for the Nigerian film business, which by definition is Nigeria's film industry created by a Nigerian production crew for a Nigerian audience.

This study employs the theory on media influences on pattern of behavior and attitude modification to investigate the influence of home movies on the clothing pattern of students in Nigerian tertiary institutions.    

1.2 Statement of 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 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 it self to the Influence on patterns of dressing on of students of tertiary institution in Abia State. 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 some one else. This could be positive or negative.  

Tertiary Institutions: These are post secondary institutions of higher learning in Abia State.

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