INFLUENCE OF HAUSA HOME VIDEOS ON THE BEHAVIOR OF YOUTHS: A STUDY OF DUSU COMMUNITY IN BORNO STATE.

ABSTRACT This study investigates the influence of Hausa films on youth behaviour, focusing on the character Abale, a popular gangster figure in Kannywood productions, and his impact on the youths of Dusu community in Hawul Local Government Area of Borno State. Anchored on Cultivation Theory and Social Learning Theory, the research explores how repeated exposure to violent, rebellious, and deviant film characters shapes attitudes, perceptions, and behavioural tendencies among rural youths. The study adopted a mixed-method case study design, integrating quantitative and qualitative approaches. A total of 600 questionnaires were distributed, with 550 properly retrieved and analyzed using descriptive and inferential statistics, while interviews with parents, teachers, and community leaders provided contextual depth. Findings revealed that over 60% of respondents watch Hausa films featuring Abale daily or several times a week, with 73% expressing strong admiration for his courage, confidence, and dressing style. Alarmingly, 52% admitted to imitating aspects of his behaviour, language, or fashion, reflecting the process of media-induced behavioural modeling. The study established that continuous exposure to Abale’s character contributes to the normalization of aggression, disobedience, and gangster-like conduct among Dusu youths. The research concludes that Hausa films, while culturally significant, can inadvertently promote deviant behaviour when violent characters are glamorized without moral consequences. It recommends stronger media literacy education, parental monitoring, and ethical content regulation within Kannywood to mitigate negative influences. Furthermore, filmmakers are encouraged to integrate positive role models and moral counter-narratives that reinforce cultural values, discipline, and social responsibility. This study contributes to the growing body of knowledge on media influence and youth behaviour in Northern Nigeria and highlights the need for a more responsible cinematic culture that promotes peace and moral development.