Modupe Olalere
Africa’s biggest and most potent film industry, Nollywood, has come under increasing fire for using sex appeal as a means of increasing audience turnout. The trend has produced the commercialisation of sex, objectification of women, and a shift of focus from artistic ability to physical beauty. Though this could be beneficial temporarily, one should consider the long-term effects on the legitimacy and artistic worth of the sector.
Nollywood’s journey to fame started in the early 1990s, and since then, movies such as Living in Bondage have captured the hearts of viewers throughout Nigeria and elsewhere.
Initially, the industry was set on producing works that represented Nigeria’s social and cultural realities, and common themes included family, morality, and social justice. But somewhere along the line, something altered, with a more sensationalised type of content and sex appeal as a key marketing technique.
The Objectification of Women and Commodification of Sex in Nollywood
Nollywood is accused of continuing to objectify women sexually in its films and advertising collateral. Filmmakers, studies suggest, use camera angles, clothing, and narratives that highlight women’s sexuality in line with the “male gaze” notion.
Consequently, women’s stories become less important because they are denied all but the shows that men can see. Posters of women in skimpy clothes and suggestive poses, like those in Calabar Girls and other films, help to spread these ideas.
Sex commodification in Nollywood goes beyond representation. Most films use explicit content or suggestive themes as a marketing tool. This is based on the belief that “sex sells,” which has been a common mantra with producers hungry for commercial success. This not only objectifies women but also popularises exploitative culture in the industry. For example, there have been claims of some aspiring actresses being coerced into compromising positions in return for parts, further perpetuating a culture of exploitation.
This emphasis on sex appeal has also affected the kind of stories told in Nollywood. Older themes of family and cultural values are being replaced with more romance and eroticism storylines. While these themes might appeal to some viewers, they can also alienate others who would rather see more variety and depth.
As stated in an interview, actress Nse Ikpe-Etim has voiced her fears regarding the industry’s direction: “I think we are losing the essence of storytelling. We are more focused on the glamour and the spectacle rather than the substance.” Her sentiments reflect a broader concern among industry professionals about the impact of prioritising sex appeal over storytelling.
Consequences and Solutions: Navigating a Path Forward
Physical attractiveness is valued more than acting skills, which significantly affects Nollywood. One of the biggest worries is that artistic ideals are being lost. Because they want their films to look good on the surface, directors often forget about the depth and complexity needed to make good stories. This practice hurts Nollywood’s image as a serious artistic endeavour.
One such effect is the use of actors. Usually, under unstable circumstances, emerging talents are compelled to follow industry standards that prioritise appearance above aptitude. This takes advantage of people and promotes a poisonous atmosphere that discourages actual talent from joining the industry.
There is also the possibility that the audience’s trust will be lost. In spite of the fact that exciting content first draws viewers in, it will eventually irritate them as they become accustomed to narratives that are predictable and superficial. Nollywood’s viability and standing would suffer significantly if it were to lose its trust.
Many viewers in a recent poll voiced dissatisfaction with the dearth of quality material in Nollywood films. “I want to see stories that challenge my mind, not just my eyes,” one participant said. This attitude emphasises Nollywood’s growing need for a more significant narrative.
These problems must be solved in various ways, including through industry rules, programs that help people improve their skills and public education.
Industry regulations: Clear rules about how the material is made can help prevent Nollywood films from being too sexualised. Regulators should enforce standards that encourage ethical behaviour and discourage unethical behaviour. The National Film and Video Censors Board (NFVCB), for example, could do more to ensure that pictures are appropriate and artistically good
Talent Development Programs
Funding training initiatives can help foster acting ability. These projects can improve the general calibre of Nollywood films by emphasising skill development above appearances. Events like the Africa International Film Festival (AFRIFF) include training courses and seminars to improve acting techniques and support artistic quality.
Audience Education
Teaching viewers about the influence of media portrayal can help produce a more discriminating audience. Audiences may help change industry practices by requesting better-quality material and prioritising narrative over sensationalism. Film critics and social media channels can be very important in increasing awareness of and encouraging critical thinking about media intake.
Notwithstanding the difficulties, Nollywood films that have effectively struck a mix of creative value and entertaining appeal abound. Stories and acting in films like Half of a Yellow Sun and Beast of No Nation have drawn praise from all around. These films show that, without depending on sex appeal, Nollywood can create excellent material appealing to local and worldwide viewers.
Director Biyi Bandele spoke about creating Half of a Yellow Sun in an interview with Variety: “We wanted to tell a story that was both deeply personal and universally relatable. The focus was on the characters and their journey, not on sensationalism.” This strategy not only received praise from critics but also connected with viewers.
On March 15, 2023, the Nigerian Film Corporation announced plans to launch fresh initiatives to motivate ethical behaviour and artistic excellence in Nollywood. This action gives hope for when talent and narrative will take the front stage over sex appeal and illustrates that the industry needs restructuring.
For Nollywood, the road ahead is finally one of concerted efforts by consumers, government authorities, and business leaders. By cooperating to maintain ethical standards and creative values, Nollywood will be able to ensure a bright future that honours its rich cultural past and appeals to many people all around.
