A STUDY OF THE INFLUENCE OF HOME MOVIES ON THE DRESSING PATTERNS OF STUDENTS OF TERTIARY INSTITUTIONS IN ABIA STATE

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A STUDY OF THE INFLUENCE OF HOME MOVIES ON THE DRESSING PATTERNS OF STUDENTS OF TERTIARY INSTITUTIONS IN ABIA STATE

 

CHAPTER  ONE

INTRODUCTION

  • Background of study

The value of home movies as a medium of mass communication is esteemed all over the world. In Nigeria there are over one million audiences of home movies films who are affected in one way or another, by the subjects treated in Nigerian home movies. These movies portray message that have Influence on the viewers, mostly, their mode of dressing.

Movies hold a very special place in the culture of a people. “Movies, like books, are a culturally special medium…an important medium of cultural transmission. (Baran, 2009:75). Studies show that movies contribute to socialization and the transmission of culture (Baran, 2009; Daramola, 2007).

Research has shown that there exists a relationship between the mass media and social ills and other behavoural and attitudinal change in the society. For instance, the media are attributed considerable power to shape opinion and belief, change habits, and actively moulding behaviour and imposing political system even against resistance.

In discussing the Influence of home movies on the dressing pattern of students of tertiary institutions in Abia State, it is imperative to mention discourses on media influence. This is because, home movies are a mode of media transmission. In all of researches, the area of media Influence appears to be the most contentious. For one, if the media have no Influence on the society. Is there any realistic justification for their continued existence? For another, if the media do have influences on the thought process and attitude of mankind, should they take responsibility for the emergent foibles and discomfitures of man in the society?

The concern on media Influence has led to the development of different communication theories. This is an attempt to explain the relationship between communication messages and their Influences on the respondent.

O’Rork (2006) and Wogu (2008) argue that audiences are more likely to emulate models of behavior seen on the media if they expect to receive gratification from emulating another person Behaviour is influenced not only by personal or live models but by those presented in the mass media”. (O’ Rork, 2006:72)

Analyses on media Influence continue to show that the media have Influence on the pattern of behaviour of its audience. (Uwakwe, 2010; Okunna, 1999 and Okoye 1993).

Okunna, opines that because of their special power to affect the way people think, feel and behave, the mass media have been credited with incredible persuasive ability to change attitude and behaviour (1999:161). Culturally, this media Influence could be in the area of language, behavioural response, pattern of eating and dressing.

Since it has been established that film is a mass medium, it is proposed in this study that the home movie genre, which is the Nigerian local or indigenous films have Influence on the pattern of dressing of students of tertiary institutions in Abia State . This supposition is hinged on the fact that home movies have gained wide follower­ship among students of tertiary institutions in Abia State, especially the youths.

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A STUDY OF THE INFLUENCE OF HOME MOVIES ON THE DRESSING PATTERNS OF STUDENTS OF TERTIARY INSTITUTIONS IN ABIA STATE