Construction of Nigerian Brand Abroad by Nollywood Movies

Nollywood’s evolution from a localised grassroots video industry into a global cinematic powerhouse has fundamentally transformed how Nigeria is perceived on the international stage. This study examined the construction of the Nigerian brand abroad through Nollywood films distributed on Netflix, focusing on how digital narratives shape national identity among diaspora and non-Nigerian audiences. Historically, Nollywood relied on relatable low-budget storytelling, but its integration into global streaming platforms has ushered in a “new Nollywood” characterised by high production values, polished urban aesthetics, and algorithmic visibility. Methodologically, the study adopted the library research method involving critical synthesis of existing literature, scholarly journals, and digital archives to evaluate the intersection of streaming technology and nation-branding. The research was anchored on Media System Dependency Theory, which posits that as audiences increasingly rely on Netflix for cultural connection and orientation, the platform’s influence on perceptions of Nigerian identity intensifies. Findings revealed that while Netflix functions as a high-tech megaphone countering negative international stereotypes associated with instability, it simultaneously creates a “politics of visibility” where aspirational modernity is prioritised over rural realities and linguistic diversity. The study further established that the Nigerian brand has become a hybrid construct co-created through the interaction of filmmaker agency, platform algorithms, and participatory critique by a digitally literate diaspora. Consequently, although global visibility enhances Nigeria’s soft power, it also risks homogenising the country’s diverse cultural heritage. The study concluded that for Nollywood to remain a sustainable vehicle for positive national branding, filmmakers and policymakers must balance global marketability with social responsibility and authentic cultural representation.

Keywords: Algorithmic Visibility, Diaspora, Nation-Branding, Netflix, Nollywood.