IGWEBUIKE AND COMMUNICATION IN NOLLYWOOD: A QUALITATIVE REVIEW

Abstract

The current digital society has affected almost every sector of life. The Nigerian movie industry, which suffered the onslaught of colonialism, is not left out. Nollywood is tossed about by the desire to be truly African, on the one hand, and the aspiration to be at par with Hollywood and Bollywood, on the other. This qualitative review entitled “Igwebuike and Communication in Nollywood: A Qualitative Review” investigated the matter, using the Homophily Principle of communication as theoretical framework. It found undue Western influence, negative narratives and inability to explore Igwebuike as the communalistic philosophy of Igbo people in home movies. It recommended promotion of African heritage, transmission of culture and civilization, promotion of community life, decolonizing the film industry and entrenchment of a valuable digital culture as possible panacea. The study concluded that, given its place in global reckoning, Nollywood has the capacity to overtake other prominent industries in the world towards providing a classroom of entertainment and education for second generation Igbos and other Africans in the diaspora.