We are in the world but not of the world: An investigation into the popularity of christian videos among born-again christians in nigeria

Abstract

This paper investigates the popularity of Christian videos among born-again Christians in Enugu, Nigeria. This study is anchored on the theoretical foundations of reception analysis. Following a qualitative research design, the research adopted a three-stage research method, namely, qualitative content analysis, focus group interviews, and in-depth individual interviews. The study found that because Christian videos are primarily embedded in the scriptures aimed at addressing various aspects of their lived experiences, their viewers see their portrayals as a true definition of reality. For this reason, the study established that Christian video consumers watch these videos in the hope of being strengthened, encouraged, challenged, and guided in their faith. From the study, Christian videos perform a political work in that it serves as an alternative domain of resistance against the hegemonic discourses advanced in secular Nollywood videos.