9 - The Stars Must Shine: Nollywood Talent Scouts’ Influence on Theatre Arts Students’ Body Image in Nigerian Universities
Corresponding Author(s) : Adediran Daniel Ikuomola
Africa Development,
Vol. 43 No. 1 (2018): Africa Development: Special Issue on: (Re)making bodies – The Structures and Dynamics of Aesthetics and Aspirations in an Evolving Africa
Abstract
The influence of the Nigerian film industry, (Nollywood) on youth culture is overwhelming with several talent hunt shows organised to recruit them young at schools, with the promise of making them superstars. This has also impacted on the rate at which students seek admission into universities to study theatre art. This article examines Nollywood talent scouts’ influence on theatre arts students’ body image as well as talent in selected Nigerian universities. Specifically, the study investigates scouts’ intrigues on the dynamics of cosmetic usage, bodily and behavioural adjustments of male and female students. The study shows that theatre art students’ first time contact with Nollywood scouts and talent hunters marks the beginning of their celebrity consciousness and sojourn in the world of bodily enhancements. Students’ narratives shows that scouts and talent hunters’ concerns were initially on their bodily appearance, height, complexion and weight before their talents and abilities. Thus, at the end, different shades of lighter skin, side beards, and bodily uplifts emerged with different attributions corroborating scouts’ narratives. The article concludes that the influence of Nollywood scouts, through talent hunts, creates a diversionary atmosphere for learning, with expensive and vulnerable lifestyles on and off campus.
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- Apuke, O. D., 2018, ‘Why Do Women Bleach? Understanding the Rationale Behind Skin Bleaching and the Influence of Media in Promoting Sking Bleaching: A Narrative Review’, Global Media Journal, Vol. pp. 16, 1-4.
- Attenborough, F., 2011, ‘Complicating the Sexualization Thesis: The Media, Gender and ‘Sci-Candy’, Discourse and Society, Vol. 22, No.6, pp. 659-676.
- Becker, A. E., Burwell, R. A., Herzog, D. B., Hamburg, P., and Gilman, S. E., 2002, ‘Eating Behaviours and Attitudes Following Prolonged Exposure to Television among Ethnic Fijian Adolescent Girls’, British Journal of Psychiatry, Vol. 180, pp. 509–514.
- Britton, A.M., 2012, ‘The Beauty Industry’s Influence on Women in Society’, Honors Theses and Capstones. 86. (https://scholars.unh.edu/honors/86). 12 January 2016.
- Cash, T. F., Dawson, K., Davis, P., and Bowen, M., 1989, ‘Effects of Cosmetics Use on the Physical Attractiveness and Body Image of American College Women’, The Journal of Social Psychology, Vol. 129, No. 3, pp. 349-355.
- Clay, D., Vignoles, V.L., and Dittmar, H. 2005. ‘Body Image and Self-Esteem among Adolescent Girls: Testing the Influence of Socio-cultural Factors’, Journal of Research on Adolescence, Vol. 15, No. 4, pp. 451–477.
- Dailypost., 2016, Nollywood: Young Actors Suffer Unfair Treatment from Producers. (http://www.dailypost.ng/dailystar/2016/05/12/nollywood-young-actors-suffer-unfair-treatment-from-producers-samuel-robinson). 29 May 2016.
- de Sousa, M., 2008,. ‘The Concept of Skin Bleaching in Africa and Its Devastating Health Implications’, Clinics in Dermatology, Vol. 26, pp. 27-29.
- Durosayo, A.L., Ajiboye, S.K. and Oniye, A.O., 2012,. ‘Perception of Skin Bleaching among Female Secondary School Students in Ibadan Metropolis, Nigeria’, Journal of Education and Practice, Vol. 3, pp. 40-46.
- Ebewo, P. J., 2007,. ‘The Emerging Video Film Industry in Nigeria: Challenges and Prospects’, Journal of Film and Video Vol. 59, No.3, pp. 46-57.
- Fouts, G., and Burggraf, K., 2000, ‘Television Situation Comedies: Female Weight, Male Negative Comments and Audience Reactions’, Sex Roles, Vol. 42, pp. 925–935.
- Goffe, L., 2010, ‘Nollywood Goes to America’, New African, Vol. 49, No. 4,pp. 20-21.
- Groesz, L. M., Levine, M. P., and Murnen, S. K., 2002, ‘The Effect of Experimental Presentation of Thin Media Images on Body Satisfaction: A Meta-Analytic Review’, International Journal of Eating Disorders, Vol. 31, pp. 1–16.
- Halliwell, E., and Dittmar, H., 2004, ‘Does Size Matter? The Impact of Model’s Body Size on Advertising Effectiveness and Women’s Body-Focused Anxiety’. Journal of Social and Clinical Psychology, Vol. 23, pp. 105–132.
- Harrison, K., 2001, ‘Ourselves, Our Bodies: Thin-Ideal Media, Self-Discrepancies, and Eating Disorder Symptomatology in Adolescents’ Journal of Social and Clinical Psychology, Vol. 20, pp. 289–323.
- Harter, S., 1999, The Construction of the Self: A Developmental Perspective, New York: Guildford.
- Haynes, J. and Okome, O., 1998, ‘Evolving Popular Media: Nigeria Video Films’, Research in Africa Literatures, Vol.29, No.3, pp. 106-117.
- Ibagere, E., 2015, ‘Globalization and Nollywood: Carving a Niche on the Global Plane’ International Journal of African Society, Cultures and Traditions, Vol. 2, No. 4:pp.1-10.
- Irving, L. M., 1990; ‘Mirror Images: Effects of the Standard of Beauty on the Self- and Body Esteem of Women Exhibiting Varying Levels of Bulimic Symptoms’, Journal of Social and Clinical Psychology, Vol. 9, pp. 230–242.
- Li, E.P.H., Min, H.J., Belk, R.W., Kimura, J. and Bahl, S., 2008, ‘Skin Lightening and Beauty in Four Asian Cultures’, Advances in Consumer Research, Vol. 35, pp. 444-449.
- Moudio, R.,. 2013, Nigeria’s Film Industry: A Potential Gold Mine? (http://www.un.org)./ 01 December 2014.
- Niraland.com., 2015, Nigerian Female Celebrities Accused of Bleaching. (http://www.nairaland.com/2679304/nigerian-female-celebrities-accused-of-bleaching). 15 August 2017.
- Naij.com., 2015, 20 Nigerian Celebrities Who May Be Bleaching. (http://www.naij.com/613795-20nigerian-celebrities-who-may-bleaching-photos.html). 21 January 2016.
- Naij.com., 2016, The Plague of Skin Bleaching in Africa. (http://www.naij.com/738758-research-bleaching-trending-men-women-africa-photos.html). April 2016.
- Obayiuwana, O., 2011, Nollywood Pulls in the Dollars. New African, 510, pp. 80-82.
- Obuekwe, I.F. and Ochei, U.M., 2004, ‘An epidemiological Survey on the Presence of Toxic Chemicals in Soaps and Cosmetics Used by Adolescent Female Students From a Nigerian University; Journal of International Women’s Studies, Vol. 5, pp. 75-86.
- Queen Victoria Women’s Centre Trust., 2008, Young Women’s Body Image and the Digital Age. (http://www.qvwc.org.au). 10 January 2014
- Richins, M. L. 1991, ‘Social Comparison and the Idealized Images of Advertising’, Journal of Consumer Research, Vol. 18, pp. 71–83.
- Silverstein, B., Perdue, L., Peterson, B. and Kelly, E.,1986, ‘The Role of Mass Media in Promoting a Thin Standard of Bodily Attractiveness for Women; Sex Roles, Vol. 14, pp. 519–532.
- Stice, E., and Bearman, S. K., 2001. ‘Body-Image and Eating Disturbances Prospectively Predict Increases in Depressive Symptoms in Adolescent Girls: A Growth Curve Analysis’, Developmental Psychology, Vol. 37, pp. 597–607." Swain, F.O., 2012, ‘Negotiating Beauty Ideals: Perceptions of Beauty among Black Female University Students’ (Thesis), Georgia State University.
- The Nation., 2014,Weeks of Fun in UNIBEN. (http://www.thenation/weeksoffuninuniben). 23 April 2015.
- Thompson, J. K., Heinberg, L. J., Altabe, M., and Tantleff-Dunn, S.,‘1999, Exacting Beauty: Theory, Assessment and Treatment of Body Image Disturbance, Washington, DC: American Psychological Association.
- UNESCO, 2009, Nigeria Surpasses Hollywood as World’s Second Largest Film Producer. – (http://www.un.org/apps//news/story.asp?NewsID=30707&Cr=nigeria&Cr1=). 30 September 2009.
- University of Nigeria, Nsukka., 2016, Brief Profile of Department of Theatre and Film Studies’, (http://www.unn.edu.ng/academics/faculties/arts/theatre-and-film-studies). 20 January 2016.
- Viviangist.com, 2015, 10 Top Celebrities That Bleach. (http:/www.viviangist.com/10-top- celebrities-that-bleach-photos-and-groves). 11 December 2015.
- Wengraf, T., 2004, Qualitative Research Interviewing: Biographic Narrative and Semi Structured Method. London: Sage.
- Woman.ng., 2015, Sexually Harassed in Nollywood. (http:/www.woman.ng/2015/10/angela-philips-on-why-upcomingactresses-get-sexually-harassed). 02 January 2016. Yetunde, M.O., 2010, Use of Skin Lightening Creams. British Medical Journal, 341, c6102. (http://dx.doi.org/10.1136/bmj.c6102). 17 March 2017.
- Yousif, A k., Ahmed, A.A., Idris, A.E., Elmustafa, M.O., and Ahmed, E. H., 2014, ‘The Use of Bleaching Creams among Central Sudan Students’. Pharmacology & Pharmacy, Vol. 5, pp. 532-539."
References
Apuke, O. D., 2018, ‘Why Do Women Bleach? Understanding the Rationale Behind Skin Bleaching and the Influence of Media in Promoting Sking Bleaching: A Narrative Review’, Global Media Journal, Vol. pp. 16, 1-4.
Attenborough, F., 2011, ‘Complicating the Sexualization Thesis: The Media, Gender and ‘Sci-Candy’, Discourse and Society, Vol. 22, No.6, pp. 659-676.
Becker, A. E., Burwell, R. A., Herzog, D. B., Hamburg, P., and Gilman, S. E., 2002, ‘Eating Behaviours and Attitudes Following Prolonged Exposure to Television among Ethnic Fijian Adolescent Girls’, British Journal of Psychiatry, Vol. 180, pp. 509–514.
Britton, A.M., 2012, ‘The Beauty Industry’s Influence on Women in Society’, Honors Theses and Capstones. 86. (https://scholars.unh.edu/honors/86). 12 January 2016.
Cash, T. F., Dawson, K., Davis, P., and Bowen, M., 1989, ‘Effects of Cosmetics Use on the Physical Attractiveness and Body Image of American College Women’, The Journal of Social Psychology, Vol. 129, No. 3, pp. 349-355.
Clay, D., Vignoles, V.L., and Dittmar, H. 2005. ‘Body Image and Self-Esteem among Adolescent Girls: Testing the Influence of Socio-cultural Factors’, Journal of Research on Adolescence, Vol. 15, No. 4, pp. 451–477.
Dailypost., 2016, Nollywood: Young Actors Suffer Unfair Treatment from Producers. (http://www.dailypost.ng/dailystar/2016/05/12/nollywood-young-actors-suffer-unfair-treatment-from-producers-samuel-robinson). 29 May 2016.
de Sousa, M., 2008,. ‘The Concept of Skin Bleaching in Africa and Its Devastating Health Implications’, Clinics in Dermatology, Vol. 26, pp. 27-29.
Durosayo, A.L., Ajiboye, S.K. and Oniye, A.O., 2012,. ‘Perception of Skin Bleaching among Female Secondary School Students in Ibadan Metropolis, Nigeria’, Journal of Education and Practice, Vol. 3, pp. 40-46.
Ebewo, P. J., 2007,. ‘The Emerging Video Film Industry in Nigeria: Challenges and Prospects’, Journal of Film and Video Vol. 59, No.3, pp. 46-57.
Fouts, G., and Burggraf, K., 2000, ‘Television Situation Comedies: Female Weight, Male Negative Comments and Audience Reactions’, Sex Roles, Vol. 42, pp. 925–935.
Goffe, L., 2010, ‘Nollywood Goes to America’, New African, Vol. 49, No. 4,pp. 20-21.
Groesz, L. M., Levine, M. P., and Murnen, S. K., 2002, ‘The Effect of Experimental Presentation of Thin Media Images on Body Satisfaction: A Meta-Analytic Review’, International Journal of Eating Disorders, Vol. 31, pp. 1–16.
Halliwell, E., and Dittmar, H., 2004, ‘Does Size Matter? The Impact of Model’s Body Size on Advertising Effectiveness and Women’s Body-Focused Anxiety’. Journal of Social and Clinical Psychology, Vol. 23, pp. 105–132.
Harrison, K., 2001, ‘Ourselves, Our Bodies: Thin-Ideal Media, Self-Discrepancies, and Eating Disorder Symptomatology in Adolescents’ Journal of Social and Clinical Psychology, Vol. 20, pp. 289–323.
Harter, S., 1999, The Construction of the Self: A Developmental Perspective, New York: Guildford.
Haynes, J. and Okome, O., 1998, ‘Evolving Popular Media: Nigeria Video Films’, Research in Africa Literatures, Vol.29, No.3, pp. 106-117.
Ibagere, E., 2015, ‘Globalization and Nollywood: Carving a Niche on the Global Plane’ International Journal of African Society, Cultures and Traditions, Vol. 2, No. 4:pp.1-10.
Irving, L. M., 1990; ‘Mirror Images: Effects of the Standard of Beauty on the Self- and Body Esteem of Women Exhibiting Varying Levels of Bulimic Symptoms’, Journal of Social and Clinical Psychology, Vol. 9, pp. 230–242.
Li, E.P.H., Min, H.J., Belk, R.W., Kimura, J. and Bahl, S., 2008, ‘Skin Lightening and Beauty in Four Asian Cultures’, Advances in Consumer Research, Vol. 35, pp. 444-449.
Moudio, R.,. 2013, Nigeria’s Film Industry: A Potential Gold Mine? (http://www.un.org)./ 01 December 2014.
Niraland.com., 2015, Nigerian Female Celebrities Accused of Bleaching. (http://www.nairaland.com/2679304/nigerian-female-celebrities-accused-of-bleaching). 15 August 2017.
Naij.com., 2015, 20 Nigerian Celebrities Who May Be Bleaching. (http://www.naij.com/613795-20nigerian-celebrities-who-may-bleaching-photos.html). 21 January 2016.
Naij.com., 2016, The Plague of Skin Bleaching in Africa. (http://www.naij.com/738758-research-bleaching-trending-men-women-africa-photos.html). April 2016.
Obayiuwana, O., 2011, Nollywood Pulls in the Dollars. New African, 510, pp. 80-82.
Obuekwe, I.F. and Ochei, U.M., 2004, ‘An epidemiological Survey on the Presence of Toxic Chemicals in Soaps and Cosmetics Used by Adolescent Female Students From a Nigerian University; Journal of International Women’s Studies, Vol. 5, pp. 75-86.
Queen Victoria Women’s Centre Trust., 2008, Young Women’s Body Image and the Digital Age. (http://www.qvwc.org.au). 10 January 2014
Richins, M. L. 1991, ‘Social Comparison and the Idealized Images of Advertising’, Journal of Consumer Research, Vol. 18, pp. 71–83.
Silverstein, B., Perdue, L., Peterson, B. and Kelly, E.,1986, ‘The Role of Mass Media in Promoting a Thin Standard of Bodily Attractiveness for Women; Sex Roles, Vol. 14, pp. 519–532.
Stice, E., and Bearman, S. K., 2001. ‘Body-Image and Eating Disturbances Prospectively Predict Increases in Depressive Symptoms in Adolescent Girls: A Growth Curve Analysis’, Developmental Psychology, Vol. 37, pp. 597–607." Swain, F.O., 2012, ‘Negotiating Beauty Ideals: Perceptions of Beauty among Black Female University Students’ (Thesis), Georgia State University.
The Nation., 2014,Weeks of Fun in UNIBEN. (http://www.thenation/weeksoffuninuniben). 23 April 2015.
Thompson, J. K., Heinberg, L. J., Altabe, M., and Tantleff-Dunn, S.,‘1999, Exacting Beauty: Theory, Assessment and Treatment of Body Image Disturbance, Washington, DC: American Psychological Association.
UNESCO, 2009, Nigeria Surpasses Hollywood as World’s Second Largest Film Producer. – (http://www.un.org/apps//news/story.asp?NewsID=30707&Cr=nigeria&Cr1=). 30 September 2009.
University of Nigeria, Nsukka., 2016, Brief Profile of Department of Theatre and Film Studies’, (http://www.unn.edu.ng/academics/faculties/arts/theatre-and-film-studies). 20 January 2016.
Viviangist.com, 2015, 10 Top Celebrities That Bleach. (http:/www.viviangist.com/10-top- celebrities-that-bleach-photos-and-groves). 11 December 2015.
Wengraf, T., 2004, Qualitative Research Interviewing: Biographic Narrative and Semi Structured Method. London: Sage.
Woman.ng., 2015, Sexually Harassed in Nollywood. (http:/www.woman.ng/2015/10/angela-philips-on-why-upcomingactresses-get-sexually-harassed). 02 January 2016. Yetunde, M.O., 2010, Use of Skin Lightening Creams. British Medical Journal, 341, c6102. (http://dx.doi.org/10.1136/bmj.c6102). 17 March 2017.
Yousif, A k., Ahmed, A.A., Idris, A.E., Elmustafa, M.O., and Ahmed, E. H., 2014, ‘The Use of Bleaching Creams among Central Sudan Students’. Pharmacology & Pharmacy, Vol. 5, pp. 532-539."