Kannywood Film’s Language Choice Stirs Debate Over Unity, Identity

By: Adamu Aliyu Ngulde, Maiduguri

A hit Kannywood television series has sparked debate in northern Nigeria after millions of viewers watched its portrayal of the Babur-Bura language, raising concerns about unity, identity and cultural sensitivity.

The series, Jamilun Jidda, directed by acclaimed filmmaker Abubakar Bashir Mai Shadda, depicts characters speaking Babur-Bura as “traditional people without religion.” The Babur-Bura are an ethnic community in northeastern Nigeria with their own language, culture and religious practices.

Since its release in cinemas and on YouTube, where episodes have drawn millions of views, critics say the portrayal risks reinforcing stereotypes that could inflame divisions in a region already strained by conflict and displacement.

“Language is deeply tied to identity. Misrepresenting a community’s speech on such a large platform can alienate viewers and even create resentment,” said a lecturer in linguistics at the University of Maiduguri who has researched minority language representation in northern Nigerian media.

Observers say the controversy illustrates the growing influence — and responsibility — of Kannywood, Nigeria’s Hausa-language film industry, which has evolved into a multibillion-naira sector with audiences across West Africa and beyond. With YouTube now extending Kannywood’s reach globally, depictions of language and culture travel far beyond local cinemas.

Cultural experts argue that filmmakers should consult linguists and community representatives before weaving minority languages into scripts, both to ensure accuracy and to avoid mischaracterization. “Films can build bridges, but they can also reinforce harmful perceptions,” the lecturer added.

Mai Shadda, one of the industry’s most popular directors, has not publicly responded to the criticism.

For many viewers in Maiduguri and across Nigeria, the Jamilun Jidda debate is a reminder that Kannywood films are more than entertainment. They are cultural mirrors that reflect — or distort — the identities of diverse communities.

Adamu Aliyu Ngulde is a freelance journalist based in Maiduguri, Nigeria. He can be reached at adamungulde@gmail.com.