TY - CHAP
T1 - The impact of new media (digital) and globalisation on Nollywood
AU - Ajakaiye, Bamidele O.
AU - Ratten, Vanessa
A2 - Madichie, Nnamdi
PY - 2019/4/3
Y1 - 2019/4/3
N2 - The focus of this chapter is to examine, and highlight, how two major forces—new technologies and globalisation—have impacted (and are still impacting) upon the Nigerian film industry (also known as Nollywood). In exploring the nature of these impacts, the focus will be mainly on the production and distribution (i.e., the general marketing activities) aspects of the value chain. Methodologically, in addition to relying on personal accounts based on the experience of one of the authors who has worked in the Nigerian film and TV industry for decades, anecdotal evidence of the impact of technology (notably digitalisation) and globalisation on the sector is derived from commentaries of five individuals with knowledge about developments in the sector. Excerpts from the interviews cut across the film value chain—from production, distribution, and marketing of the “cultural” product (i.e., movies), to the internationalisation of the same. Consequently, the chapter is split into three broad sections—covering digital production, digital distribution, and digital marketing of Nigerian movies to both domestic and international (including the Nigerian diaspora) audiences.
AB - The focus of this chapter is to examine, and highlight, how two major forces—new technologies and globalisation—have impacted (and are still impacting) upon the Nigerian film industry (also known as Nollywood). In exploring the nature of these impacts, the focus will be mainly on the production and distribution (i.e., the general marketing activities) aspects of the value chain. Methodologically, in addition to relying on personal accounts based on the experience of one of the authors who has worked in the Nigerian film and TV industry for decades, anecdotal evidence of the impact of technology (notably digitalisation) and globalisation on the sector is derived from commentaries of five individuals with knowledge about developments in the sector. Excerpts from the interviews cut across the film value chain—from production, distribution, and marketing of the “cultural” product (i.e., movies), to the internationalisation of the same. Consequently, the chapter is split into three broad sections—covering digital production, digital distribution, and digital marketing of Nigerian movies to both domestic and international (including the Nigerian diaspora) audiences.
U2 - 10.1007/978-3-030-04924-9_5
DO - 10.1007/978-3-030-04924-9_5
M3 - Chapter
SN - 9783030049232
T3 - Palgrave Studies of Entrepreneurship in Africa (PSEA)
SP - 89
EP - 121
BT - Digital entrepreneurship in sub-Saharan Africa
PB - Palgrave Macmillan
CY - Cham
ER -