AN ANALYSIS ON THE PLACE OF CINEMA AS AN EFFECTIVE MASS MEDIUM IN NIGERIA. A RESEARCH PROJECT MATERIAL ON MASS COMMUNICATION
This study is on an analysis on the place of cinema as an effective mass medium in Nigeria. The total population for the study is 200 staffof Silverbird, Abuja. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made human resource managers, maintenance managers, marketers and customer care officers were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
- Background of the study
The advert of cinematography in Nigeria was through the effort of the colonial masters in the early1950’s. They use it as instrument in the dissemination of information and entertainment. It was purely a colonial making; several films produced this period were made in English language and were distributed and exhibited in mobile vans with the help of interpreter and commentator.For a long period, our colonial masters perform the functions similar to that of censor’s board as they dictate the tune of film production and development. It was not until 1970 that Nigeria saw a film production by Francis Oladele Calpenny films; Professor Wole Soyinka, Dapo Adetingba and pa. Orlando Martins were part of the cost.
The colonialist stifles local producers throughout the 1960’s and 1970’s cinema still remain in vogue until the early 1980’s when “’Aje ni iya mi” written by Ishola Ogunshola and produced by Kenneth Nnebu who was the pioneer indigenous commercial film. It was a Yoruba film produced with little amount of money.Before this time Moremi and Baba Sala in “Orun mooru” have been in circulation.Today, cinema is gradually growing out of vogue with the advent of other media of mass communication and reduction in price of television, videos etc now an average salary earner can now own video, television, tape etc.In other words a set of people are of the opinion that cinema is gradually growing out of vogue and has no place in mass medium in Nigeria. It is against this background that is study seek to examine the place of cinema as a mass medium in Nigeria.
1.2 STATEMENT OF THE PROBLEM
It will be of interest to know that cinema which was well known as one of the medium of communication and entertainment to large and homogenous audience is now gradually dying as there now exist new ways which communication to mass audience be done. Such medium is internet, Newspaper and video to mention a few.Therefore, our focus on this study will be a place of cinema as a mass medium in Nigeria.