This document is a thesis submitted in fulfillment of a Master's degree in Journalism at the University of Hamburg. It examines Nollywood movies and their reception among Nigerian and non-Nigerian viewers living in the United States. The author conducted interviews with Nigerian, other African, and Afro-Caribbean viewers to understand their perspectives and behaviors regarding Nollywood films. The thesis provides background on the rise and development of Nollywood, discusses theories of culture, identity and transnational film to frame the analysis, and presents findings from interviews comparing the responses of the three viewer groups.

1. MAKING SENSE OF NOLLYWOOD MOVIES:
A Qualitative Study among
Nigerian and Non-Nigerian Viewers in the USA
Submitted in fulfillment of the requirements for degree of
Master of Arts at the University of Hamburg
Submitted to:
Prof. Dr. Uwe Hasebrink
And
Dr. Monika Pater
Submitted by:
Austen Uche Uwosomah
Born in:
Boji Boji Agbor, Nigeria
Hamburg, March 2011
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2. ACKNOWLEDGMENT
I am grateful for the helpful tips from Dr. Kathrin Voss, Prof. Uwe Hasbrink and Dr.
Monika Pater which has enabled the resourceful planning and writing of this project.
Furthermore, my appreciation goes to Roseirene Uwosomah, Doris Onakpoma, Jude
Onakpoma, Felix Abah, Charmiane Vanhorn and all the participants that were interviewed
for their various support and useful contributions that enable the fruition of the project.
My profound gratitude also goes to the European Union centre for Education and Culture
for providing the opportunity of scholarship to study in the Erasmus Mundus Journalism
Master Degree programme. I also appreciate the efforts of the coordinators of the Erasmus
Mundus programme especially Bettina Anderson at the University of Arhus. I also
forthwith express my gratitude to all others who one way or other contributed to the
development and completion of this project
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3. TABLE OF CONTENT
Title page……………………………………………………………..………………….i
Acknowledgement…………………………………………………………………….…ii
Table of content………………………………………………………………………….iii
Chapter One…………………………………………………………………………….…1
Introduction…………………………………………………………………………….….1
1.1 What is Nollywood? …………………………………………………………………..1
1.2 Background of Study…………………………………………………………………..2
1.3 Statement of the Problem ………………………………………………………..…….4
1.4 Purpose of the Study …………………………………………………………………...5
1.5 Relevance of Research……………………………………………………………….…6
1.6 Research Question(s) …………………………………………………………………..6
1.7 Theoretical Framework…………………………………………………………………7
1.8 Culture Theory …………………………………………………………………………7
1.9 Identity theory Approach ………………………………………………………………9
1.10 Transnational Film Theory…………………………………………………………..13
Chapter Two……………………………………………………………………………....17
Empirical Overview……………………………………………………………………….17
2.1 Literature Review ……………………………………………………………………17
2.2 The Black African Diaspora Audience……………………………………………….18
2.3 The Slavery Exodus Dimension………………………………………………………19
2.4 The Race Dimension………………………………………………………………….20
2.5 The Socio-Ethnic Dimension………………………………………………………….21
2.6 The Socio-political Dimension………………………………………………………..22
2.7 The Socio-Economic Dimension……………………………………………………...23
2.8 The Socio-Cultural Dimension…………………………………………………..……24
2.9 African Culture and Film……………………………………………………………...25
2.10 The Rise of Black African Film……………………………………………………..28
2.11 The Development of Nigerian Films………………………………………………...33
2.12 State of Modern-day Nollywood movies within Nigeria……………………………35
2.13 International Perspective of Nollywood Movies……………………………… ……37
2.14 Nollywood Movies in the United States…………………………………………….40
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4. 2.15 Extent and Popularity of Nollywood Movies in the USA…………………………..42
Chapter Three…………………………………………………………………………….45
Methodology……………………………………………………………………………..45
3.1 Introduction……………………………………………………………......................45
3.2 Study Design…………………………………………………………………………45
3.3 Method of Data Collection…………………………………………………………..46
3.4 Sample Size and Sampling Technique………………………………………………46
Chapter Four……………………………………………………………………………..50
Data presentation, discussion and analysis………………………………………….…..50
4.1 Interview Procedure………………………………………………………………...50
4.2 Interview Guide Schedule…………………………………………………………..50
4.3 Interview Method and Findings…………………………………………………….52
4.4 Interview with the Nigerian Respondents…………………………………………..53
4.5 Interview with the Kenyan Respondents…………………………………………….60
4.6 Interview with the Ghana Respondents………………………………………………63
4.7 Interview with the Respondent from Cameroon………………………………………65
4.8 Interview with the Respondents from Jamaica…………………………………….,…67
4.9 Interview with the Respondent from Bahamas………………………………………71
4.10 Interview with the Respondent from Barbados……………………………………..72
4.11 Overview of all the Interviewees’ Responses………………………………………..74
4.12 Summary of Comments made by the Nigerians ………………………………… .74
4.13 Summary of Comments made by other non-Nigerian Africans ………………….76
4.14 Summary of Comments made by the Afro Caribbeans …………………………..77
4.15 Comparing the Behavior of the three Groups……………………………………..80
Chapter Five…………………………………………………………………………….85
Summary, Conclusion and Recommendation………………………………………….85
5.1 Summary……………………………………………………………………………85
5.2 Conclusion/Recommendation………………………………………………………87
References…………………………………………………………………………..….89
Further reading…………………………………………………………………….….92
Appendix…………………………………………………………………………..….93
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