POST-FIELD PRESENTATION
Mass Communication Department,
Olabisi Onabanjo University, Ago-Iwoye, Nigeria
PORTRAYAL OF ALCOHOL
USAGE IN SELECTED
NOLLYWOOD HOME VIDEOS
AKINKOYA, Omoniyi Felix
Matriculation No.: PSM/F/14/15/0148
Introduction/Background with Review
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What we consume as media product affects our
perceptions and actions. Media contents and in this case
films influence our lifestyles substantially especially our
health and social preferences.
Films engage our vision, ideas, and feeling capitalizing
on the power of the medium to capture the environment
and reality; many producers create structured
experiences that involve us deeply and sometimes
change our perceptions or feelings about our lives or
the things around us (Alamu, 2010:165).
Review
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Nollywood is seen as reinforcing the myriad of harmful customary
beliefs and practices that are against safe modern day health
principles in Nigeria (Adeosun, 2011).
People transplant what they see in Nollywood movies into their
everyday lives (Alalade, 2012).
Nollywood is the leading African film industry, second largest film
producing industry in the world with a portfolio of $3.5b producing
about film 50 movies per week and also the second biggest
employer of labour in Nigeria; aside being a Federal Government
grantee to the tune of N3b (Moudio, 2013; Daily Times, 2016;
Stephenfollows.com, 2016; Infotainworld, 2016).
Therefore, the socio-cultural values, public health and wellbeing of
Nollywood’s production messages should not be taken for granted
because of their influence on viewers.
Review (Contd.)
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Nigeria was pitched at 41st position and fourth in Africa on
the list of 190 countries by alcohol consumption per capita
(APC) among adults (age 15+) per year, but this data
changed in 2016 as Nigeria took the second spot in Africa
with an average of13.4 litres from 11.5 litres in 2010
(WHO, 2014, 2018)
Worldwide, 3.3 million death every year result from harmful
use of alcohol and this represents 5.9% of all deaths with
2-5 deaths in most countries (WHO, 2015; Ritchie & Roser,
2019).
The harmful use of alcohol is a causal factor in more than
200 diseases and injury conditions (WHO, 2015, 2018,
Ritchie & Roser, 2019).
Review (Contd.)
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Young people with higher alcohol and tobacco media
exposure are more likely to use alcohol and tobacco
and have intentions to drink and smoke. On the other
hand, students with higher media literacy were less
likely to use alcohol and have intentions to drink and
smoke (Fong-ching, Nae-fang, Ching-mei, Ping-hung,
Chiung-hui and Shu-ching, 2014).
Therefore, haven considered other related studies
especially that of Aina and Olorunshola (2009) and
Dumbili (2015) which were focused on Nigeria, this
study put forward six objectives.
Objectives of the Study
This study aims to achieve the following objectives:

To examine the trend of portrayal given to alcohol usage in Nollywood
films;
,
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To know the nature of portrayal given to alcohol usage in Nollywood films;
To discover the direction of portrayal given to alcohol usage in Nollywood
films;
To examine the hazards associated with alcohol as consequence for its
usage in Nollywood films;
To discover whether male characters use alcohol more than female
characters in Nollywood films;
To know whether Nollywood lead characters’ (protagonists) direction of
portrayal of alcohol is in negative light or otherwise.
Research Questions
1)
2)
3)
4)
What is the trend of portrayal given to alcohol
usage in the selected Nollywood films?
What is the nature of portrayal given to alcohol
usage in the selected Nollywood films?
What is the direction of portrayal promoted about
alcohol in the selected Nollywood films?
What hazards were projected as consequences for
alcohol usage in the selected Nollywood films?
Research Hypotheses
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There is no significant difference in the use of
alcohol between male characters and female
characters in the selected Nollywood films.
There is no significant difference in the direction
(negative/positive) of alcohol portrayal by lead
characters in the selected Nollywood films.
Theoretical Review
Cultivation Theory Assumptions
 Cultivation
theory suggests that exposure to
television messages can be an important factor
influencing the behaviour of individuals who spend
a significant amount of time with the medium
(Hammermeister et al, 2005).
 Television is a centralized system of story-telling
which cultivates from infancy the predispositions and
preferences that used to be acquired from other
‘primary’ sources (Garbner, 1998).
Theoretical Review (Contd.)
Relevance of Cultivation Theory
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The younger generation is bombarded by continuous
volumes of negative social and health messages.
Substance abuse, salacity, and obscenity are frequently
aired through broadcast programmes such as reality
shows, movies, soap opera and musical videos on
television.
The younger generation is influenced by media
messages which they are exposed to repeatedly and
studies have confirmed that their exposure to alcohol
depictions in the media influences their perception
about alcohol and increases their likelihood of alcohol
use.
Theoretical Review (Contd.)
Social Learning Theory Suppositions
 The theory which has Albert Bandura as its theorist
avers that people especially children learn new
behaviour through the observation of the actions of
people around them and the outcome of such actions.

Observational learning could transpire in relation to:
(a) Literal observation;
(b) Oral instruction;
(c) Symbolic representation: via various media outlets
like
radio, television, internet and so on
(Goetzman, 2014).
Theoretical Review (Contd.)
Relevance of Social Learning Theory
 Under the symbolic representation assumption, media
professionals and entertainers through their role on
screen serve as influential role models to observers who
are watching them, especially young people who
imitate the behaviour of the performers.
 Portrayals of alcohol use in positive light by film
characters may influence and alter viewers’ belief
about the harmful consequences of substance use and
ultimately their attitude.
Theoretical Review (Contd.)
Construction of Social Reality Postulation
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Humans and their interactions created the society
we live in (Berger and Luckmann,1966).
The mass media operate both in the objectification
and subjectification of reality in the construction of
human reality (Maigue, 2013).
Theoretical Review (Contd.)
Relevance of Construction of Social Reality
 Our exposure to the content of mass media influence
the realities of our belief, values, and culture which
are swayed towards the constructed social reality
handed over to us by the media (Maigue, 2013).
 The mass media and film medium in particular are
powerful tools for the construction of social reality. The
type of framing and representation given to gender
and health issues in films has the potency to alter values
and belief about the social reality in our milieu.
Conceptual-cum-theoretical Synthesis Model
-HEALTH & MEDICAL
PRACTITIONERS;
-PSYCHOLOGICAL &
SOCIAL RESEARCHERS:
-HEALTH BODIES (local,
regional & international)
SOCIETYDRINKING
CULTURE
EMPERICAL
EVIDENCE
MEDIA
ENTERTAINMENT
(FILM)
YOUNG
PEOPLE
Alcohol is harmful (social.
economic & health impact)
Media Construction Of Social
Reality (Alcohol pictured as
glamorous & harmless)
Social Learning Theory
Cultivation Theory
-ENTERTAINMENT &
CREATIVE
INDUSTRIES;
-PRODUCERS;
-DIRECTORS;
-ACTORS &
ACTRESSES;
-SCRIPT WRITERS;ETC.
CINEMATOGRAPHERS
, ETC.
Research Design
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This study generated both quantitative and
qualitative outcome. Content analysis research
design with coding sheet as data gathering
instrument were deployed for this research.
Content analysis is one way out of different
approaches to research and it can be done both
quantitatively and qualitatively (Hashemnezhad,
2015:59)
Sampling Technique
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Films nominated for best movie of the year category in
the annual Best of Nollywood (BON) Film Awards
made up the population frame of this study.
Purposive sampling was used to identify the research’s
population frame from the population and then the
selection of the sample size from that population frame.
The selection of BON Film Awards is based on three
main criterion – geographical (Nigeria), chronological
(8 years period) and numeric (40 films)
representations of Nollywood films.
Sample Size
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Twenty (20) films were selected from the population of forty
films. The forty films were the total number of films
nominated for the best movie of the year award category
under the BON Award ceremonies from 2009 to 2016.
Five films were consistently nominated each year for this
eight-year period, bringing the sample frame to a list of
forty (40) films.
The sample size of twenty (20) films for this study was
selected using simple random sampling technique (balloting
method) because the variable (alcohol) was found to be
present in all the films selected for the pilot study of this
research.
Method of Data Analysis
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Quantitative: The data generated was analyzed using
t-test and descriptive statistics (frequency tables and
simple percentage) with charts as statistical tools for the
quantitative part of the study. Statistical Package for
the Social Science (SPSS) was used as the statistical
software for the analysis.
Qualitative: Discourse analysis was employed to
analyse and interpret the verbal cues and drinking
situation that give direction to alcohol depiction theme
and its nature of usage in the selected films which were
arranged into a structured table with qualitative
categorisation and was subjected to thematic
evaluation.
Objective One: To know the trend of alcohol
portrayal in Nollywood films
Trend of Portrayal of Alcohol in the
Selected Nollywood Films
80
60
40
20
0
2009
2010
2011
2012
2013
2014
2015
2016
The year 2010 had the highest alcohol usage portrayed in the selected Nollywood
films followed by 2012 with 2015 keenly in third place. There was a steady downward
trend of alcohol usage portrayal from years 2010 to 2016, with 2016 recoding the
lowest value. There was a sharp descent from 2012 to 2013, while from the same
2013, a stead ascent was noticeable till 2015, from when the lowest value of 1.4 per
cent in downward trend of alcohol use portrayal was recorded for 2016.
Objective Two: To know the nature of portrayal
given to alcohol usage in Nollywood films
100
80
Nature of Portrayal Given To Alcohol
Usage
60
40
20
Others
Social Tie-in
Personal Entertainment firm
PartyEssential
Opium
Food Complement
Evidence of Success
Evidence of Strength
Evidence of Affluence
Evidence of Adulthood
Entertainment of Guest
Display
Date Complement
Customary Rite
Appreciation
Advertisement
0
The high drinking culture in Nigeria was reflected in Nollywood offerings as
findings of the study have revealed. Social tie-in (26.5%), display (13%),
personal entertainment (12.8%), party essential (10.5%) led the pack in that
order under the nature of alcohol usage in the Nollywood films examined.
Evidence of success was placed in fifth position with 7.4per cent and date
complement with 5.9 per cent coming behind it.
Nigeria Alcohol Factsheet
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Second in Africa from 4th position in 2014 in the global index of alcohol
drinking nations (WHO, 2015, 2018);
Her alcoholic beverage market valued at $6.5bn (Beverage Industry
News, 2016; Okereocha, 2016);
The largest beer market in Africa estimated to worth nearly 837 billion
Naira in 2016 (Adaramodu, 2016; Taiwo, 2017);
Ranked in first position in Africa for beer consumption per adult
population with an average of 12.28 litres per year (Taiwo, 2017;
Answers Africa, Undated);
The largest brewery in West Africa in Ogun State, by Nigeria
International Breweries Plc is a N250m plant (Awoyinfa, 2018, Olatunji,
2018; Encomium, 2018);
Her Spirit market is said to worth $2bn (Beverage Industry News, 2016).
Rated the highest consumer of Champagne in the world for 2017 (Eze,
2017).
Objective Three: To discover the direction of
portrayal given to alcohol in Nollywood films
Acceptance
Rejection
Control
50
40
30
20
10
0
2009
2010
2011
2012
2013
2014
2015
2016
This study reveals that pro-alcohol use (acceptance direction) has 92.7%
frequency against 6.5% for rejection and1% for control use of alcohol in the
analysed Nollywood films. This outcome shows that Nollywood is giving
acceptance stance to alcohol use. Even with the decrease in the trend of portrayal
from 2010-2016, pro-alcohol use dominated the direction of portrayal promoted
by Nollywood filmmakers. There is a link between alcohol depictions in movies with
young people alcohol initiation and continuation (See Koordeman et al 2010;
Atkinson, 2011; Winpenny et al 2012; Hanewintel et al 2014).
Objective Four: To examine the hazards associated with
alcohol as consequence for its usage in Nollywood
films
Hazards Associated with Alcohol as
Consequence for its Usage
Others
Verbal Abuse
Uncoordinated Speech
Uncoordiated…
Street Violence
Sexual Abuse
Robbery
Murder
Liver Damage
Kidney Damage
Indeciveness
Illicit Intimacy
High Blood Pressure
Headache
Fatique
Economic Loss
Domestic Violence
Dizziness
Depression
Death
Abdominal Ache
Accident
14
12
10
8
6
4
2
0
This study outcome shows that uncoordinated speech with 34% and uncoordinated
movement/action with 31% have the highest consequences for alcohol usage in the
selected Nollywood films. Verbal abuse, illicit intimacy, headache, and fatigue with 5.7%
each received lower rating in their portrayal as hazard of alcohol use in the selected
films. Economic loss, Indecisiveness, sexual abuse, and street violence with 3 per cent each
got lowest ranking. Accident, abdominal pain, death, depression, dizziness, domestic
violence, high blood pressure, kidney and liver damage, murder and robbery were not
portrayed as consequences for alcohol usage in the selected Nollywood films.
Objective Five: On the discovery of the gender
difference in the portrayal of alcohol in Nollywood
films
Alcohol Usage for Female
Alcohol Usage for Male
2009
2013
35
30
25
20
15
10
5
0
2010
2011
2012
2014
2015
2016
There was no gender difference in the portrayal of alcohol usage by both genders in
the selected Nollywood films according to this research outcome. This study reveals that
Nollywood filmmakers have created an equalisation in the usage of alcohol in their
films passing that both genders have free and equal access to the substance without
recur to health, economic, social and cultural reasons why this equalisation is not
justifiable in our social milieu. With the use of alcohol by African women reported to be
so low with abstinence a typical practice in many African countries (WHO, 2014,
2018); then the portrayal of alcohol use by female as not different from that of male
by Nollywood filmmakers is in dissonance with reality in our milieu.
Objective Six: To know Nollywood lead characters’
direction of portrayal of alcohol usage
50
45
40
35
30
25
Positive Portrayal
20
Negative Portrayal
15
10
5
0
2009 2010 2011 2012 2013 2014 2015 2016
It was discovered that Nollywood lead characters are portraying alcohol positively.
Popular lead actors and actresses are projecting alcohol use in positive light according to
the findings in the selected films. The substance was not depicted as harmful to public
health by popular characters.
Snapshots of Major Findings
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Nollywood films constructed a social reality of Nigeria as a drinking society;
Alcohol was majorly depicted as a product for socialization, identification
(display), personal entertainment and carousal (Party);
Alcohol use in Nollywood films took an acceptance direction (pro-alcohol stance)
without direct consequences for its abuse;
Nollywood films promoted lighter effects of alcohol-related problems, while
downplaying its grave consequences;
There was gender equalization of alcohol usage in Nollywood films;
Nollywood lead film characters projected alcohol in positive light in their direction
of depiction of the substance in the selected films for this study.
Media Construction-cum-Misconstruction of Reality
(MCMR) Model
Empirical
Base
SOCIETY
(Social System)
Drinking Culture
Alcohol:
Gender Usage
Nollywood
Conclusion & Recommendations
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Professionals in the Nigerian film industry should
promote appropriate message about alcohol, and its
effect on public health and wellbeing;
Filmmakers should limit the depiction of alcohol usage to
essential and apt roles where and when the substance
has a main function to play;
The Nigerian film industry should move from giving
alcohol positive promotion into advocacy of media
literacy on the harmful effect of alcohol use on public
health;
Conclusion & Recommendations (Contd.)
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The federal government should take note of the pro-alcohol
use slant in Nollywood films with a view of using it as one of
the criterion to give grant under the Nollywood ACT grant
programme to filmmakers who advocate media literacy
against harmful effect of alcohol use, and vice versa;
Nigeria film professionals should give true gender
representation on the depiction of alcohol usage;
The Nigeria Film and Video Censors Board (NF&VCB) should
include in its censorship rating system the classification of
alcohol representations in Nigerian films.
Thank You
For Your Attention