Learning to drink in Nigeria: Tales from Hollywood and Nollywood

Abstract

In Nigeria, there is no concept of ‘counting your units’ nor are there nationally co-ordinated public health campaigns to challenge the normalisation of drinking alcohol ‘to excess’. With little or no regulation of the alcohol industry, transnational drinks companies are free to target students living on University campuses through promotions at sporting and social events. These activities link drinking to attractiveness and fun. Recent figures show that increasing numbers of young Nigerians are drinking large quantities of alcohol and this may have significant health implications. Here we ask, what role might popular media in Nigeria play in normalising drinking to excess?