Cultural Infiltration and Identity Erosion: Effects of Foreign Influences in the Modern Hausa Cinema

The paper has considered the issue of cultural intrusion and identity negotiation in Hausa film also known as Kannywood. It addressed the ways in which Western, Bollywood and Arab-Islamic motifs, aesthetics, and language had permeated the industry in the last decade. According to the results of the analysis of the qualitative content of purposely selected movies (2010-2025) and supported by the interviews with the filmmakers, critics, and cultural experts, the most apparent signs of cultural dilution, which were identified in the study, were the dress code that was being Western inspired, Bollywood-style romance and dance, and Arab-Islamic sound and appearance. All these were being brought to Kannywood through satellite television, social media and cross-border transactions, all of which were components of broader globalization processes. This analysis revealed that globalization had a paradox whereby it enhanced the technical quality, reached a wider audience, but on the flip side, it eroded the Hausa culture values such as modesty, communalism, and linguistic purity. It was interpreted based on Cultural Imperialism and postcolonial theories that explained how global media flows changed local identities leading to cultural hybridity as well as cultural loss apprehensions. The paper ended with recommendations of culturally sensitive film production, improved policy advocacy of indigenous content, media literacy among practitioners, and effective media regulation as measures to retain the Hausa cultural heritage. Lastly, the research worked to add to the discourse on globalization, media, and the future of cultural identity of the African people.