1.1 Introduction
Perception is defined as the process through which individuals select, organize, and interpret sensory information to give meaning to their environment (Perception). In the context of media studies, perception refers to how audiences understand, interpret, and form opinions about media content based on their experiences, beliefs, and cultural background. This implies that the way undergraduate students perceive Yoruba video films is shaped not only by the content of the films but also by their personal and social contexts (Baran & Davis, 2015). Yoruba video films, which form a major part of the Nigerian film industry popularly known as Nollywood, are films produced in the Yoruba language and are deeply rooted in the traditions, values, and belief systems of the Yoruba people (Haynes, 2016).
As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are significance of the study, scope of work, research hypothesis and questions, limitation of the study and definition of terms.
1.2 Background of Study
The Yoruba video film genre has emerged as a powerful cultural force within the Nigerian media landscape, reflecting deep social values, indigenous language use, and entertainment practices rooted in Yoruba traditions. Yoruba video films are a dominant part of the broader Nigerian film industry, commonly referred to as Nollywood, which has grown into one of the largest film industries in the world. According to Adesanya (2014), reported that the formal transition of Yoruba theatrical performances into recorded video productions was motivated by technological advances that made video production more accessible to local filmmakers and audiences.
Interest in how audiences interpret media content stems from foundational media studies theories asserting that viewers are not passive recipients but active interpreters of media messages. According to Baran and Davis (2015), stated that individual perception of media content is shaped by personal background, cultural context, cognitive processes, and social environment. In the case of Yoruba video films, undergraduate students bring their own experiences, values, and cultural identities to the viewing process, which influences how they understand and evaluate the narratives presented. Yoruba video films frequently depict themes such as family relationships, community norms, spiritual beliefs, moral lessons, and the negotiation between tradition and modernity subjects that resonate with students who are navigating both academic life and cultural identity formation.
Yoruba video films are deeply embedded with themes that reflect the traditions, beliefs, and values of the Yoruba people. According to Jonathan Haynes, asserted that Nigerian video films, particularly those in the Yoruba genre, are serving as cultural texts that document and project African realities. However, the portrayal of cultural elements in Yoruba video films is not without controversy. Some scholars have argued that the dramatization and commercialization of these films sometimes lead to exaggerated or distorted representations of culture. According to Ayo Olayiwola, contended that certain Yoruba films are reinforcing stereotypes and presenting a narrow view of cultural practices, which may affect how young viewers interpret their cultural heritage.
According to Oluwaseun Adewoye, affirmed that language plays a significant role in audience reception, as it determines the level of understanding and emotional connection viewers have with media content. For Yoruba-speaking students, these films may enhance cultural identity and pride, while non-Yoruba-speaking students may experience challenges in fully grasping the context, even with the use of subtitles.
In recent years, the influence of globalization and digital media has further shaped the perception of Yoruba video films among undergraduate students. Krings and Okome (2013) stated that the global circulation of media content has exposed audiences to diverse film industries, leading to comparisons between local and foreign productions. This exposure has affected how students perceive the quality, relevance, and cultural value of Yoruba video films. While some students continue to appreciate these films for their cultural authenticity, others may perceive them as less appealing compared to international content. This study is set against the backdrop of ongoing debates about cultural preservation, media globalization, and the educational potential of indigenous film forms, recognizing that undergraduate students occupy a pivotal position at the intersection of tradition and modernization.
1.3 Statement of Problems
Investigation revealed that the rapid growth of indigenous film industries in Nigeria, particularly the Yoruba film industry, is transforming the media landscape and influencing how young people engage with cultural content. Yoruba video films are increasingly accessible through television, streaming platforms, and mobile devices, making them a significant source of entertainment and cultural transmission among undergraduate students (Adesanya, 2014; Haynes, 2016).
Furthermore, the portrayal of gender roles, spirituality, and social behaviors in Yoruba video films is generating mixed reactions among viewers. Some students perceive these portrayals as reflective of societal realities, while others see them as outdated or overly dramatized (Okome, 2020). On the other hand, for Yoruba-speaking students, these films may reinforce linguistic identity and cultural pride (Adewoye, 2017). It is against this backdrop that this study seeks to investigate the perception of Yoruba video among undergraduate students.
1.4 Aim and Objectives of Study
The aim of this study is to investigate the perception of Yoruba video among undergraduate students. The specific objectives of the study are to:
- Examine the level of exposure of undergraduate students to Yoruba video films.
- Determine the perception of undergraduate students toward Yoruba video content.
- Assess the influence of Yoruba video films on students' cultural awareness.
- Evaluate the effect of language on students' understanding of Yoruba video films.
- Identify the factors influencing students' preference for Yoruba video films.
1.5 Research Questions
The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:
- What is the level of exposure of undergraduate students to Yoruba video films?
- How do undergraduate students perceive Yoruba video content?
- How do Yoruba video films influence students' cultural awareness?
- What effect does language have on students' understanding of Yoruba video films?
- What factors influence students' preference for Yoruba video films?
1.6 Research Hypotheses
In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.
Hypothesis One
- H0: There is no significant relationship between department and perception of Yoruba video films among undergraduate students.
- H1: There is a significant relationship between department and perception of Yoruba video films among undergraduate students.
Hypothesis Two
- H0: Language proficiency has no significant effect on students' understanding of Yoruba video films.
- H1: Language proficiency has a significant effect on students' understanding of Yoruba video films.
Hypothesis Three
- H0: Exposure to Yoruba video films has no significant relationship with students' cultural awareness.
- H1: Exposure to Yoruba video films has a significant relationship with students' cultural awareness.
1.7 Significance of Study
It is believed that at the completion of the study, the findings will provide verified data on how undergraduate students perceive Yoruba video films within the Nigerian media environment. The study will also provide factual evidence on the relationship between media exposure and cultural awareness among students.
Furthermore, the study will assist film producers by supplying factual data on audience perception, which will support improved content development. In addition, the study will aid educational institutions by providing evidence that supports the inclusion of indigenous media studies in academic programs.
Lastly, the study will serve as a documented source for academic research in communication and cultural studies, while also supplying reliable information for improving indigenous film content and its educational relevance.
1.8 Scope of Study
The scope of the research is focused on the perception of Yoruba video among undergraduate students in University of Lagos, Lagos State, Nigeria.
1.9 Limitations of the Study
During the course of this study, there were some problems encountered which stood as limitations to the research work. Some of the limitations include:
- Time Constraint: The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
- Financial Constraint: Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
- Initial Cooperation Delay from Respondents: A particular limitation of this work came as a result of the respondent refusal to offer their cooperation at the initial time they were contacted. This contributed in making the success of this research study difficult.
1.10 Definition of Terms
Perception:
Perception refers to the process by which individuals interpret and make meaning of media content based on their experiences and cultural background (Baran & Davis, 2015).
Yoruba Video:
Yoruba Video refers to films produced in the Yoruba language that portray the culture, traditions, and values of the Yoruba people within the Nigerian film industry (Haynes, 2016).
Undergraduate Students:
Undergraduate Students refers to individuals enrolled in a university or higher institution who are pursuing their first degree.
Media Content:
Media Content refers to audio-visual materials, including films and videos, that are produced for audience consumption and communication of ideas.
Cultural Awareness:
Cultural Awareness refers to the understanding and appreciation of cultural values, beliefs, and practices as influenced by media exposure (Olayiwola, 2018).
Language Proficiency:
Language Proficiency refers to the ability of an individual to understand and communicate effectively in a particular language, which influences interpretation of media content (Adewoye, 2017).
Audience Perception:
Audience Perception refers to how viewers interpret, evaluate, and form opinions about media messages based on personal and social factors (Baran & Davis, 2015).
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