The representation of women in Kannywood video films: A study of Dakin Amarya (2013) and Mijin Yarinya (2017)

Abstract

The representation of women in the media, particularly in film, is a growing important topic in the context of gender studies and cultural analysis. Kannywood, the Hausa-language film industry in Northern Nigeria, greatly influences cultural perceptions and societal norms, making it a pertinent subject for exploration. As a result, Kannywood is locked in tense negotiations with various cultural authorities about what is permissible due to the praxis and implications of the Islamic Sharia laws that govern the community.  This study examines the representation of women in Kannywood video films, with a specific focus on Darkin Amarya (2013) and Mijin Yarinya (2017). George Gebner and Larry Ross’ cultivation theory was adopted to interrogate this study. Through a content analysis of these films and interviews with crucial Kannywood industry players and producers, the research aims to unravel how female characters are depicted within the traditional Hausa setting and its implications for gender equality, cultural norms, and societal perceptions of women. By addressing this pivotal issue, this study contributes to a deeper understanding of Kannywood films' role in shaping societal attitudes towards women and advocates for more inclusive and equitable portrayals. It also aims to highlight strategies and measures to be deployed to enhance the representation and empowerment of women in Northern Nigeria.