Abstract
This qualitative research examined the utility of film for political propaganda purposes and behavioral change objectives. It critically assesses how film, as a communication medium, has been optimized in constructing a national rebirth philosophy tagged “New Nigeria” political constructs. The objectives of the study were to demystify the political propaganda strategies adopted by the filmmakers in propagating the “new Nigeria” national philosophy and to unearth the latent and manifest socio-political propaganda themes embedded in the film that reinforce the ‘new Nigeria’ political philosophy.
In ascertaining the potentials of film in projecting propagandists’ ideologies, the film “If I am President” (Bright Obasi, 2018) was thematically deconstructed using the qualitative content analysis research design. The “New Nigeria” political constructs content-analyzed were placed into discourse paradigms, and discussions were attempted using the critical discourse analytical method.
A deconstruction of the latent socio-political themes in the film revealed the filmmakers’ subtle utilisation of mental conditioning, mental provocativeness, ‘scapegoatism’, psycho-emotional articulation, appeal to socio-political action, and entertainment-education political propaganda strategies in projecting the “New Nigeria” national philosophy for social action through behavior change.
The dominant “New Nigeria” political philosophies expressed in the film included, but were not limited to, leanings suggesting national rebirth, nation-building, socio-political egalitarianism, youth activism, digitization of national politics, techno-democracy, zero tolerance for corruption, and tolerance across racial, religious, tribal, ethnic, and political lines. These philosophies are the ideals suggested in the film as cardinal constructs and conditions for the rebirth of a new nation, thus, “New Nigeria”.
References
Agbanu, V. (2014). Propaganda and public opinion: A discourse on political communication and mind management. Rhyce Kerex.
Andrew, D., Murphy, A., Manvell, R., Sklar, R., & Stephenson, R. (2022, February 3). Film. Encyclopedia Britannica. https://www.britannica.com/art/motion-picture
Armstrong, K. L., & Cutting, J. E. (2022). On the physical variables filmmakers use to engage viewers. Psychology of Aesthetics, Creativity, and the Arts. https://doi.org/10.1037/aca0000483
Ary, D., Jacobs, L. C., Sorensen, C., & Walker, D. (2014). Introduction to research in education Belmont (9th ed.). Wadsworth-Cengage.
Ashong, C. (2021). Mainstreaming development communication for national development. The 83rd Inaugural Lecture of the University of Uyo delivered by Professor Ashong Clifford Ashong on 26th August, 2021. University of Uyo Press.
Baran, S. (2004). Introduction to mass communication: Media literacy and culture (Updated media enhanced 3rd Edition). McGraw Hill.
Cutting, J. E. (2021). Three Filmmaking Practices That Guide Our Attention to Popular Cinema. Art & Perception, 10(1), 63–88. https://doi.org/10.1163/22134913-bja10032
Fitzmaurice, K. (2018). Propaganda. Brock Education Journal, 27(2), 63–67. https://doi.org/10.26522/brocked.v27i2.580
Folarin, B. (1998). Theories of mass communication: An introductory text. Stirling-Horden Publishers.
Gerbner, G., Gross, L., Morgan, M., & Signorielli, N. (1980). The “mainstreaming” of America: Violence profile number 11. Journal of Communication, 30(3), 10–29. https://doi.org/10.1111/j.1460-2466.1980.tb01987.x
Gerbner, G., Gross, L., Morgan, M., & Signorielli, N. (1982). Charting the Mainstream: Television’s Contributions to Political Orientations. Journal of Communication, 32(2), 100–127. https://doi.org/10.1111/j.1460-2466.1982.tb00500.x
Gerbner, G., Gross, L., Morgan, M., Signorielli, N., & Shanahan, J. (2002). Growing Up with Television: Cultivation Processes. In J. Bryant, D. Zillmann, & M. Oliver (Eds.), Media Effects: Advances in Theory and Research (3rd ed., pp. 43–69). Routledge.
Heywood, A. (1997). Politics. MacMillian Press Ltd. https://doi.org/10.1007/978-1-349-25543-6
If I Am President. (2022). IMDb. https://www.imdb.com/title/tt9189476/
‘If I am President’ hits cinemas nationwide this weekend. (2018, November 7). Daily Trust. https://dailytrust.com/if-i-am-president-hits-cinemas-nationwide-this-weekend/
Kerlinger, F. (1980). Foundations of behavioural research (3rd ed.). Holt, Rinehart and Winston.
Koppang, H. (2009). Social Influence by Manipulation: A Definition and Case of Propaganda. Middle East Critique, 18(2), 117–143. https://doi.org/10.1080/19436140902989472
Loevinger, L. (1968). The ambiguous mirror: The reflective‐projective theory of broadcasting and mass communications. Journal of Broadcasting, 12(2), 97–116. https://doi.org/10.1080/08838156809386232
Merrill, J., Lee, J., & Friedlander, E. (1997). Modern mass media (2nd ed.). Pearson.
Modebadze, V. (2010). The Term Politics Reconsidered in the Light of Recent Theoretical Developments. IBSU Scientific Journal, 4(1), Article 1.
Mustafa, N., Noureen, A., & Jabeen, S. (2020). The Role of Cinema in Reflection of Political Ideologies. International Review of Social Sciences, 8(7), 10–16.
Nachmias, D., & Nachmias, C. (1976). Content analysis. Edward Arnold.
Nicolas, C. (2017, July 25). Theories of meaning – Semantics. NICOM IPLAN. https://nicomnext.wordpress.com/2017/07/25/theories-of-meaning-semantics/
Nkana, N. (2006). Film and documentary techniques. In D. Wilson (Ed.), Fundamentals of Human Communication. Stirling Horden Publishers.
Nwokedi, M. E. (2018, September 26). Film as a Mass Medium: Audience Perception of Home Video Films as Representation of Realities in Nigeria (Study of Residents in Awka South) [MPRA Paper]. https://mpra.ub.uni-muenchen.de/89256/
Obong, U. A. (2019). Television and Nigerian cultural values: The symbiosis and social impacts. Equatorial Journal of Communication Technology, 2(1), 9-19.
Ojiambo-Hongo, E., Mugubi, J., & Nyaole, R. (2020). The Gender Agenda in Kenyan Children’s Feature Films. Journal of African Theatre, Film and Media Discourse, 1(1), 44–56. https://doi.org/10.33886/kujat.v1i1.125
Osieja, H. (2022). Education for democracy in the 21st Century. Democracyandeducation.Org. https://democracyandeducation.org/
Pautz, M. (2015, March 12). Films can have a major influence on how people view government. USAPP. https://blogs.lse.ac.uk/usappblog/2015/03/12/films-can-have-a-major-influence-on-how-people-view-government/
Philipsen, H., & Vernooij-Dassen, M. (2007). Qualitative research: Useful, indispensable and challenging. In Qualitative research: Practical methods for medical practice (pp. 5–12). Bohn Stafleu van Loghum.
Prasad, D. (2008). Content analysis: A method in social science research. In D. Lal Das & V. Bhaskaran (Eds.), Research methods for social work (pp. 173–193). Rawat.
Rasit, R., Hassan, M., Osman, M., & Ali, M. (2011). Film as a Medium of Communication for Dacwah: Analysis of Religious Elements in Selected Malay Films. Islamiyyat, 33, 67–76.
Rogers, A. (2013). Cinematic appeals: The experience of new movie technologies. Columbia University Press. https://doi.org/10.7312/roge15916
Rose, S., Spinks, N., & Canhoto, A. (2015). Management research: Applying the principles. Routledge. https://doi.org/10.4324/9781315819198
Schoenbrun, J. (2016, November 9). All Movies are Political Movies. We Need to Do Better | Filmmaker Magazine. Filmmaker Magazine. https://filmmakermagazine.com/100531-all-movies-are-political-movies-we-need-to-do-better/
Shanahan, J. (1998). Television and authoritarianism: Exploring the concept of mainstreaming. Political Communication, 15, 483–496. https://doi.org/10.1080/105846098198858
Shanahan, J., & Morgan, M. (1999). Television and its viewers: Cultivation theory and research. Cambridge University Press. https://doi.org/10.1017/CBO9780511488924
Shrum, J., & Bischak, D. (2001). Mainstreaming, resonance, and impersonal impact..: Testing moderators of the cultivation effect for estimates of crime risk. Human Communication Research, 27(2), 187–215. https://doi.org/10.1111/j.1468-2958.2001.tb00780.x
Simons, G. (2019). The Anatomy of a Moral Panic: Western Mainstream Media’s Russia Scapegoat. Changing Societies & Personalities, 3(3), 189–206. https://doi.org/10.15826/csp.2019.3.3.071
Singhal, A., Cody, M., Rogers, E., & Sabido, M. (2003). Entertainment-Education and social change: History, research and practice. Lawrence Erlbaum Associates. https://doi.org/10.4324/9781410609595
Singhal, A., & Rogers, E. (1999). Entertainment-Education: A communication strategy for social change. Lawrence Erlbaum Associates.
Tan, E. S. (2018). A psychology of the film. Palgrave Communications, 4(1), 82. https://doi.org/10.1057/s41599-018-0111-y
Tenorio, E. H. (2011). Critical discourse analysis, an overview. Nordic Journal of English Studies, 10(1), 183–211. https://doi.org/10.35360/njes.247
Thomas, D. J. (2012). Framing the ‘melancomic’: Character, aesthetics and affect in Wes Anderson’s Rushmore. New Review of Film and Television Studies, 10(1), 97–117. https://doi.org/10.1080/17400309.2011.633785
Umar, B. N., & Mathew, J. (2014). Film/video industries as channels of communication and development. New Media & Mass Communication, 21, 16–22.
Van Den Bulck, J. (2003). Is the Mainstreaming Effect of Cultivation an Artifact of Regression to the Mean? Journal of Broadcasting & Electronic Media, 47(2), 289–295. https://doi.org/10.1207/s15506878jobem4702_8
Viertmann, C. (2018). Scapegoating in media coverage: Analysing blame-giving rituals in the public sphere. Public Relations Inquiry, 7(3), 261–278. https://doi.org/10.1177/2046147X18796268
von Bock, H. (2008). Cinema is Always Political, Says Star Director Costa-Gavras. Dw.Com. https://www.dw.com/en/cinema-is-always-political-says-star-director-costa-gavras/a-3099374
Wayne, M. (2001). Political film: The dialectics of Third Cinema. Pluto Press.
Wimmer, M., & Dominick, J. (2011). Mass Media research: An introduction. Wadsworth.
Zhang, Y., & Wildemuth, B. (n.d.). Qualitative analysis of content. n.p.
Zimmer, C., & Leggett, L. (1974). All Films Are Political. SubStance, 3(9), 123. https://doi.org/10.2307/3684517
This work is licensed under a Creative Commons Attribution 4.0 International License.