i ii Commodification of Culture The Political Economy of the Hausa Popular Cultural Industries Prof. Dr. Abdalla Uba Adamu www.auadamu.com Department of Mass Communication Faculty of Social Sciences National Open University of Nigeria (NOUN) Jabi, Abuja Department of Information and Media Studies Faculty of Communication Bayero University, Kano, Nigeria iii Published by National Institute for Cultural Orientation 24, Kigoma Street. Wuse, Zone 7 Abuja, NIGERIA Email:
[email protected] Website: www.nico.gov.ng First Published 2017 Cover Design: Austine Eberedeni, Head, ICT, NICO All right reserved. This book is copyright and so no part of it may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, electrostatic, magnetic tape, photocopying, recording or otherwise, without the prior written permission of the copyright owners. ISBN 978-078-034-355-1 Reference citation (APA 6th Edition) Adamu, A. U. (2017) Commodification of culture: The political economy of the Hausa popular cultural industries. Abuja, Nigeria: National Institute for Cultural Orientation. iv Table of Contents Introduction ................................................................................................................................................................... 1 The Hausa and Cultural Production ............................................................................................................................... 2 Foundations of the Hausa Video Film ..........................................................................................................................