Journal of Development Communication And Applied Theatre

In today's digital era, the widespread impact of social media has profoundly altered the way people communicate, entertain, and engage with audiences. Nevertheless, the level of effectiveness with which social media stimulates engagement in theatrical and film events, specifically within Nigeria's rapidly growing film industry (Nollywood), has not been thoroughly examined. This study aims to investigate the diverse effects of social media on audience engagement and participation in theatre and film events within Nigeria's vibrant cultural scene. Given Nollywood's increasing global prominence, it is crucial to investigate how social media influences audience experiences. The study adopted Uses and Gratification theory. This study employed the survey approach of the quantitative research methodology by creating a multi-variety questionnaire to answer the research questions and satisfy the set objectives. This study focused on social media users as the target population, recognizing the significant role social media plays in shaping audience engagement and participation in theatrical and film events in Nigeria's Nollywood industry. The population of interest comprised individuals who utilize social media platforms and have an interest in theatre and film events in Nigeria. By targeting social media users, this study aimed to investigate the diverse effects of social media on audience engagement and participation in Nigeria's vibrant cultural scene. This study utilized a quantitative research methodology, employing a survey approach to collect data from both primary and secondary sources. A questionnaire was designed to gather information, with questions formulated to align with the research objectives. This survey design enabled the collection of data to address the research questions and achieve the study's goals. Findings of this research show that social media is a very important source of information for people who are interested in theatre and film events in Nigeria. The study, nevertheless, advised artists and producers to continue to utilize the social media as a means to market their work and engage with their fans.

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