EKWE JONAL

Despite the popularity of the skit-industry as Nollywood’s other, the intricacies surrounding its popularity and artistic style are yet to be given detailed attention. This study therefore investigated the emergence and impact of social media-driven comedy skits within Nigeria’s entertainment landscape, referred to in this paper as “Neo-Nollywood.” The study relied on the Diffusion of Innovation Theory to examine how social media platforms like Instagram, Facebook, TikTok, and YouTube have enabled the rising popularity of skit-making, positioning its industry as a vital sub-sector of the traditional Nollywood, which has revolutionized content creation, distribution, and audience engagement. Through qualitative methodology of research which entailed analysis of selected skits and interviews with prominent skit-makers, the research explored thematic content, production processes, audience reception, and social media dynamics. The findings reveal that comedy skits serve not only as entertainment but also as potent tools for social critique, cultural expression, and political satire. The study highlights the strategic use of humor, local languages, and relatable themes that resonate with Nigerian audiences, fostering widespread virality and community participation. It concludes that social media has democratized entertainment production, empowering a new generation of content creators and reshaping Nigeria’s cultural economy. The study underscores the importance of creativity, technological adaptation, and audience interaction in sustaining this burgeoning industry and influencing societal discourse.

Open Full Text (PDF)