Keyword : Influence .Dressing Pattern .Female Students .Nollywood .Cultivation
Author(s) : Sunday Akpobo Ekerikevwe
Abstract :
This study investigates the influence of Nigerian home video films on choice and style of dressing among female Mass Communication students in selected institutions in Edo State, Nigeria. The selected schools are the University of Benin, Benson Idahosa University and Igbinedion University Okada. The objective of this study is to determine whether Nigerian home video films influence dressing choice and style among female Mass Communication students and the extent of influence on their fashion. Premised on the Uses and Gratification theory, the researcher adopted Survey method of research, the purposive sampling technique and Yamane`s formula to determine the study’s sample size. Out of 300 female respondents surveyed, 275 of them representing 91.69% were highly exposed to Nigerian home videos, 210 representing 70% were greatly influenced by what they watched on the Nigerian home video films, while 218 and 246 respondents respectively representing 72.7% and 82% respectively of the sample size were influenced in their choice and style of dressing respectively. Finding reveals that Nigerian home video films have greatly influenced choice and style of dressing among female Mass Communication students studying in the selected schools. The study concludes that Nigerian home video films could serve as a veritable medium of campaign on female indecent dressing style which encourages vices such as prostitution. The researcher recommends that policies regulating female dressing style should be formulated and implemented to improve the development and advancement of Nollywood as a custodian of the Nigerian
culture.
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