The Influence Of Film As A Mass Medium On Second-Wave Millennials – A Study Of Nigerian Youth Culture

ABSTRACT

This study examines the influence that film has had on the youth culture in Nigeria, particularly among the second wave of millennials i.e. those born between 1995 and 2004. The impact of films can be traced all the way back to the late 1920s. As this medium gained popularity in the 1950s, concerns also grew about potential harms, especially in connection with young audiences. This study assesses the influence of film as a mass medium in the formation/cultivation of Nigerian youth culture, it examines how much of an impact film as a mass medium has had on the youth culture in Nigeria and how film is different from other forms of mass media in influencing youth culture in Nigeria. The study is hinged on the cultivation theory of mass communication and it employs the survey method of data collection and analysis. It also uses descriptive and inferential statistics in analyzing data with the aid of SPSS software. The study found that films have had and continue to have a tremendous impact on youth culture as a result of their ability to connect with the viewers on an emotional level and portray serious issues in a manner that is acceptable, relatable and enjoyable. It is therefore the recommendation of this researcher that collaborative efforts be put in place, between the Nigerian government and the Nigerian film industry to harness and maximize the potential of films as a medium to enlighten and educate young people on appropriate social values that will bring about social change.