Film as a Tool for Cultural Preservation: An Analysis of Nollywood Igbo-Language Films and Youth Cultural Identity Among IMT Enugu Students

The accelerating globalisation of media content and the dominance of English-language entertainment have raised urgent questions about the capacity of indigenous-language cinema to sustain cultural identity and heritage among Nigerian youth. This study analysed the role of Nollywood Igbo-language films in shaping and preserving cultural identity among students of the Institute of Management and Technology (IMT), Enugu. The study was grounded in the Cultivation Theory, which posits that prolonged exposure to media content shapes viewers' perceptions of social reality, including cultural values and norms. A survey research design was adopted, with a population of 4,800 Igbo-speaking students across all departments of the institution. A sample of 356 respondents was drawn using the Taro Yamane formula, and a structured questionnaire was used to gather data on film consumption patterns and cultural identity dimensions. Findings revealed that students who frequently watched Igbo-language films scored significantly higher on cultural identity indices, including knowledge of Igbo proverbs, customs, and values, compared to infrequent viewers. However, English-language Nollywood films were preferred for entertainment, suggesting a tension between cultural preservation and entertainment preferences. The study concluded that Igbo-language Nollywood films serve as partial but meaningful cultural anchors for urban youth, particularly in maintaining linguistic and traditional knowledge. It was recommended that film producers, government cultural agencies, and institutions like IMT Enugu collaborate to promote and incentivise consumption of culturally rich indigenous-language cinema among students.
Keywords: Nollywood, cultural identity, Igbo films, cultivation theory, IMT Enugu