Kannywood: A Cultural Tapestry and Linguistic Nexus in Northern Nigeria and Beyond

Abstract

This study investigates Kannywood, the Hausa-language film industry in Northern Nigeria, as a potent tool for linguistic and cultural diversification, grounded in the framework of Cultural Identity Theory and Social Semiotics. Kannywood plays a pivotal role in preserving and promoting cultural traditions, values, and the Hausa language, while simultaneously facilitating intercultural dialogue and fostering a pan-African sense of identity. Through compelling narratives and depictions of ancient traditions and folklore, Kannywood films bridge generational divides, reinforce cultural knowledge, and inspire pride in local heritage. Furthermore, the industry contributes to the revitalization of the Hausa language, counteracting linguistic homogenization in an increasingly globalized media landscape. Beyond Nigeria, Kannywood's reach extends into the African diaspora, establishing cultural connections and fostering unity among Africans from diverse linguistic and cultural backgrounds. This study utilizes a mixed-methods approach, combining content analysis of selected Kannywood films and interviews with key stakeholders in the industry, including filmmakers, cultural experts, and audiences. The findings highlight the impact of Kannywood on cultural and linguistic preservation and offer recommendations for strengthening its potential, such as strategic investments, professional development, government support, and collaboration with academic institutions.