Interrogating Behaviour Modifications through Nollywood: The Paradigm of Mercy Johnson’s Influence on Fans

International Journal of Integrative Humanism Vol. 10 No. 2, December 2018.
ISSN: 2026 – 6286

Charles Okwuowulu

Abstract
The advent of the Nigerian film industry is heralded by different indigenous film genres which reflect the heartbeat of the Nigerian society. Complementarily, there is an interface between film and its inherent society towards the entrenchment of social order. While film portrays the society, it tries to modify its negative behaviours towards the attainment of an ideal society. This paper which seeks to determine the influence of Nollywood star artistes/role-models towards their fans explores the theory of social learning which supposes that the testimony and actions of role-models seem to encourage or discourage individuals towards taking a particular action. The theory is adopted to examine the influence of characterization of one of the Nollywood artiste/role-model who relatively controls enormous fan base. A combination of survey and analytical methodology are adopted to realise this research. Thus, Nollywood actress, Mercy Johnson, was identified through a questionnaire method which was adopted to determine fan role-model preference and influence. Thereafter, a critical reading of two randomly selected films where she played key roles were analysed to determine her seeming influence on her fans. This paper, therefore, concludes that if key attention is played on Mercy Johnson’s character modeling by filmmaker in Nollywood, she would positively influence the behavioural attributes of millions of her fans.

Keywords: Nollywood, Behavioural Modifications, Star Artiste/Role Model, Mercy Johnson, Fan.

Edioms: Research and publication services

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