Nollywood And the Promotion of African Dress-Culture: Yoruba Example

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

Idowu Kojusotito Olatunji

Abstract
Human body adornment in Africa is taken very seriously because her people believe that it is the way a person dresses that determines how he/she is addressed. Africa’s ancestral progenitors have handed over different styles of dress-culture of diverse and peculiar nature to their future generations. Body adornment generally in Nigerian and other African countries include dresses, hair-do and other materials used to garnish physical appearance. African dress-culture connotes status, cultural affiliation, age-grade, beliefs and social affiliations. It has been noticed that these connotations are not considered by many people when choosing dresses that have cultural significance because of inadequate knowledge and confusion created by acculturation and enculturation. Nollywood has been reviving and revitalizing African dress-culture by the costumes they wear in epic play productions. The question is: How well have Nigerian actors/actresses in Nollywood propagated African cultures through their performances in films? If any shortcoming has been noticed in the industry in this respect, what is the way out of the cultural quagmires? This paper looks at the significance of African dress-culture through Yoruba cultural adornment; the role played and expected to be played by Nollywood as a purveyor of knowledge on dress-culture. Raymond William’s theory is used as an indicator in guiding the discussion volunteered by this paper for redeeming cultural knowledge of African dress-culture and saving it from extinction.

Keywords: Culture, Dress-culture, Affiliation, Nollywood Industry and Promotion.

Edioms: Research and publication services

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