THE INFLUENCE OF SOCIAL MEDIA ON AUDIENCE PARTICIPATION AND ENGAGEMENT IN NIGERIA'S THEATRE AND FILM EVENTS

Abstract

In today's digital era, social media has significantly transformed how people communicate, entertain, and engage with audiences. However, the effectiveness of social media in stimulating engagement in theatrical and film events, particularly within Nigeria's rapidly growing film industry (Nollywood), has not been extensively explored. This study aims to investigate the diverse effects of social media on audience engagement and participation in theatre and film events within Nigeria. Given Nollywood's increasing global prominence, understanding how social media influences audience experiences is essential. The study adopted the Uses and Gratification theory and employed a quantitative research methodology through a survey approach. A diverse questionnaire was designed to address the research questions and meet the established objectives. The population for this study consisted of social media users, specifically those engaged with theatre and film content in Nigeria. Participants were selected through a non-probability sampling method, targeting users within relevant social media platforms such as Facebook, twitter; to ensure the sample reflected the audience demographic. Data were gathered from both primary sources and secondary sources. The findings indicate that social media serves as a vital source of information for individuals interested in theatre and film events in Nigeria. The study concludes by recommending that artists and producers continue to leverage social media as a marketing tool and a means to engage with their audiences effectively