Integrity Journal of Arts and Humanities

The study entitled “The Role of Nollywood in the Promotion of Traditional Religious Heritage in the Akwa-Cross Region” examines the changing narratives in Nigeria’s film industry in the portrayal of tangible and intangible religious heritage with the Akwa-Cross bloc as a context. The paper identifies that over the years, traditional religious heritage has been greatly misrepresented, leading to some tangible heritage suffering extinction. However, with the changing trends in the Yoruba and Igbo blocs and more studies into the topic, new movies are produced to offer a balanced projection of traditional religious heritage. The study thus assesses whether the same energy is replicated within the Akwa-Cross bloc using the descriptive design, the theoretical framework of Agenda-setting Theory, Cultivation Theory and “meta-view” analysis of movies such as Mutanda, Inyang Itiaba and Eka Abasi, Ironbar and Ofong Enyin Usung. The study indicates that the role of Nollywood in the promotion of traditional religious heritage hinges on researching traditional religious worldviews during script writing; projecting the religious heritage using visuals, dialogue and monologue; producing high cinematographic content; premiering and exhibiting movies that promote Efik-Ibibio religious heritage. The paper concludes that Akwa-Cross movies should be more of a repository for Efik-Ibibio religious heritage and a channel of educating viewers in the global space. The study recommends that the Association of Nigeria Movie Directors and Producers (ANMD and AMP) in Akwa Ibom and Cross River States should synergise with the Ministries of Culture and Tourism and collaborate with Multichoice, Netflix and Amazon Prime to produce blockbusters that offer balanced beauty of the tangible and intangible religious heritage of the Efik-Ibibio people.