CULTURAL COMMUNICATION AS A PUBLIC DIPLOMACY TOOL IN NIGERIA (THE NOLLYWOOD OPTION)

Abstract

Studies have shown that Nollywood -the Nigerian film industry, has the capacity to provide a platform for the positive promotion and projection of the values of the Nigerian nation, its culture and people. This has been demonstrated in America and India, respectively, with their film industries (Hollywood and Bollywood) playing complementary roles in shaping their national images than military actions in international leadership.  With Nollywood measuring along the same scale, this study on “Cultural communication as a public diplomacy tool (the Nollywood option)” sought to ascertain the extent to which Nollywood films have established their presence outside the shores of Nigeria; how foreign audience perceive Nollywood Films; how Nigerian films have influenced the perception of foreign audience about Nigeria; and what improvement(s) the Nollywood requires towards enhancing its image laundering potential for Nigeria. This study is tied within the framework of the theory of selective processes which demonstrates how individuals may retain or change their opinions in the face of media messages based on three psychological processes of selective attention, selective perception, and selective retention. The study followed a quantitative approach; survey research design, with population of 20 foreign audience that participated in the international conference held at Pan African University, Lagos, with the theme: Nollywoodin Africa; Africa in Nollywood- July 2011. Data generated through questionnaire were analyzed using simple percentages. The study found that films can serve as a viable tool for cultural diplomacy that would reward Nigeria with good image and influence internationally. This work among other things recommended that Nigeria must begin to see her films as not just for mere leisure or money making, but also as a powerful tool towards attaining and sustaining positive image. Government should also feel involved in this effort by intervening with a viable policy and legal framework as well as other institutional backings that would make this goal a reality. It is believed that this intellectual exercise would serve as a reliable document for forthcoming researchers in this field of study.