Indirect Subjects: Nollywood's Local Address

Matthew H. Brown examines the content of Nigerian film industry's mostly direct-to-video movies and local practices of production and circulation to show how screen media play spatial roles in global power relations. He argues that Nollywood films invite local spectators to experience liberal capitalism as a form of exploitation but also as a set of expectations about the future, sustaining global power imbalances by isolating ordinary African people from its exclusive privileges.

Format: Hardback
Length: 328 pages
Publication date: 05 November 2021
Publisher: Duke University Press

Matthew H. Brown delves into the captivating world of Nigerian film, exploring its predominantly direct-to-video offerings alongside local production and circulation practices. Through his insightful analysis, he unveils how screen media actively contribute to shaping global power dynamics. By scrutinizing the profound structural and aesthetic bond between Nollywood, the renowned Nigerian film industry, and Nigerian state television, Brown traces how several Nollywood films, akin to both state television programs and colonial cinema productions, invite local spectators to engage with liberal capitalism not merely as a mode of exploitation but also as a set of expectations about the future. This unique approach, coined as "periliberalism," sustains global power imbalances by positioning viewers within the realm of liberalism while simultaneously distancing them from its tangible benefits.

Brown's exploration takes him back to the British Empire's practice of indirect rule, which serves as the root of this hypocrisy. He argues that culture industries like Nollywood can perpetuate capitalism by isolating ordinary African people, whose labor and consumption fuel the system, from its exclusive privileges. This selective isolation creates a divide, perpetuating economic inequality and reinforcing the power structures that have long marginalized communities.

Through his meticulous research, Matthew H. Brown offers a thought-provoking perspective on the complex interplay between screen media, global power relations, and the enduring impact of colonialism. His work sheds light on the ways in which Nollywood films, by embracing and subverting liberal ideals, contribute to the perpetuation of economic and social inequalities in Africa. This book is a valuable addition to the field of media studies, providing a deeper understanding of the role of culture industries in shaping global narratives and the ongoing struggles for social justice.

Weight: 600g
Dimension: 159 x 238 x 26 (mm)
ISBN-13: 9781478013280