No scientific metrics are required to affirm that BBC Hausa radio service is perhaps the most subscribed news outlet among the Hausa of West Africa. Although its broad mission, as part of the main BBC mission is to act in the public interest, serving all audiences through the provision of impartial, high-quality and distinctive output and services which inform, educate and entertain, it became virtually identified with service to Hausa listeners.

When BBC Hausa service was activated on March 13, 1957, it offered the first service in an African language. This was a few years before independence of many African countries from British colonial rule. In its early days BBC rose to prominence in Hausa speaking world due to style of its reporting. Its subsequent franchised re-broadcasting over local news outlets ensured its deeper penetration into almost every community in the West African sub-region.

Even in the halcyon days of the radio as a news medium – compared to the competitive diversity of today in many forms – BBC became a much preferred news medium due to the fact that the radio does not require much education to operate – unlike a newspaper that places premium of education on the reader. Further, the radio is more instantaneous – giving out information almost immediately.

BBC in almost all cases became preferred over the local media for the simple reason that listeners are suspicious of the objectivity of the local media outlets. It is either the local media are regulated by censorship in one form or another, or listeners believed such media is subjected to manipulation to promote the interests of the State. This is why BBC became the main alternative, credible source of information, rather than the State media. Further, BBC became heritage – parents pass on their passion for its objectivity to their children. No other media has this power.

BBC has been playing an active role in educating young people all over the world. For us to truly appreciate this, we need to understand the function of being ‘educated’ as going beyond curricular offering targeted at an evaluation of learning outcomes. For this to work effectively, we need to distinguish between ‘education’ and ‘knowledge’.

Briefly, education is a formalized process of imparting knowledge, often within established institutions and following a structured curriculum. Knowledge, on the other hand, is the broader and more encompassing understanding that can be gained through formal education as well as through various informal means. Education is a way to acquire knowledge, but not all knowledge comes from formal education. Indeed, over-reliance on education gives a false impression of acquiring knowledge. This is because it is often ignored that the process of being educated is to acquire techniques of investigation and verification, rather than accumulation of often useless data that has no link to real-life situations.

Knowledge, therefore, being free-floating and not specifically targeted or directed at a particular demonstrable competency, becomes a superior pathway to acquiring an understanding of the world. This is where BBC as a medium, comes in.

By providing a universal picture of events, processes, information, BBC acts as a massive virtual knowledge base. It provides knowledge that encompasses information, facts, skills, understanding, and wisdom gained through various means. It creates knowledgeable individuals who are not educated. This is a scene repeated throughout West Africa. BBC has been making its young listeners knowledgeable in the following general ways:

By providing objective and reliable information, it empowers listeners to debate and frame their conclusions on various issues

For Hausa audiences, Shirin Safe, on news and current affairs, is the first menu on the BBC knowledge breakfast. It is the strong coffee that blows away the cobwebs of sleep and invigorates the listener with enough knowledge to face the world. Regardless of social status, gender, geographical location, occupational status, Shirin Safe is a universal classroom whose curriculum is acquisition of knowledge of world – fresh at it happens. It is, perhaps, the most listened program in the BBC offerings, if one would have access to the metrics.

The various English language programs, the staple of BBC after all, provide another virtual learning laboratory for young listeners, especially the Hausa. With access to a massive repertoire of reports from all over the world, young listeners have the unique opportunity of partaking events as they happen internationally from a most credible source. Such international sources are, of course, the first choice for news they can trust.

For Hausa listeners, an added bonus to the learning process was the translations. Engaging a high caliber team, BBC editors are able to instantly translate words, concepts and abstractions in their context, without being slowed by the burdensome process of being faithful to translations where such concepts don’t exist in recipient languages. A word or concept translated by the BBC retains its values – regardless of other interpretations or meaning of the word. This not only contributes to the knowledge of the listener but engages the listener to partake easily in the understanding of esoteric concepts – from space flight to Artificial Intelligence. In addition, the vocabulary of the listener is enriched – leading to engaging conversations at the various cafes and motor parks around West Africa in a veritable babel of languages.

And talking of Languages, the focus of BBC on Hausa seemed to have created a stir in Nigeria in the run-up to the 1999 elections. For while Hausa is well-covered by BBC programs, it would appear to be at the neglect of other languages. Long before the age of the internet, conspiracy theories started circulation about internal neocolonialism – even though BBC was not part of any Nigerian government. The accusations against the BBC then focused on the views that it was providing information only to Hausa speakers (and thus, subtle Agenda Setting). It was neglected that Hausa was more diasporic in West Africa as a language than any Nigerian language – and it is this diasporic spread that made it a choice for BBC, not favoritism.

By 2016 the listener demographics had changed drastically such that the BBC decided to reach out what it calls ‘new audiences’ and expand the scope of its indigenous language broadcasting in Nigeria to include Nigerian Pidgin English (2017), Igbo and Yoruba (2018). This gives the BBC a unique and strategic opportunity of bringing the world to local audiences while also telling their story of local audiences to the rest of the world. In this way, local languages are uplifted to reach more audiences. The Hausa language audiences, of course, had been enjoying this since 1957.

The local language services being introduced is therefore designed to be an all-encompassing exercise, ensuring that news is gathered, processed and disseminated in indigenous languages.

Geographical Significance of the Hausa Language

Since we are here to celebrate a further upliftment of the Hausa language through literature, let me now focus on the geographical significance of the Hausa language.

Hausa is one of the major languages in Nigeria and West Africa and is spoken by a significant portion of the population, particularly in the region. In particular, Nigeria is the most populous country in Africa, so the importance of Hausa is heightened due to its prevalence in the country.

The fundamental function of BBC is news. The importance of the Hausa language is multifaceted and depends on various factors such as geographical location, cultural context, and personal or professional interests.

Using a vast network of reporters all over the world, it provide for Hausa listeners unparalleled news coverage of current affairs, politics, daily events, education, economy and sports. For the average Hausa person, this access has the transformative effect of making them knowledgeable about world event in all their ramifications. This is clearly demonstrated at the ‘teburin mai shayi’ (roadside tea café) where debates and counter opinions are freely shared. These could be about the Ukraine war, British soccer teams and their games (in which many Hausa listeners have already formed football club ‘tribe’s that align to one soccer club or other) or ‘dumamar yanayi (climate change). Here are some reasons why the Hausa language can be considered important for BBC to reach out to young people:

Cultural Heritage: The language is a crucial part of the cultural heritage of the Hausa people. It plays a vital role in preserving and passing down traditions, folklore, and historical narratives.

Communication: For individuals living in areas where Hausa is spoken, the language is essential for daily communication. It facilitates social interactions, business transactions, and community engagement.

Unity: In multilingual societies like Nigeria, where multiple languages are spoken, having a common language like Hausa can contribute to national unity by providing a means of communication among people from different linguistic backgrounds.

Trade and Business: In regions where Hausa is widely spoken, knowledge of the language can be advantageous for those involved in trade and business. It facilitates communication with local communities and customers.

Job Opportunities: Proficiency in Hausa may be a valuable skill for individuals working in fields such as education, government, and social services in regions where the language is prevalent.

Literary Tradition: Hausa has a rich literary tradition, including poetry, prose, and oral literature. Understanding the language allows individuals to access and appreciate this literary heritage.

Media Presence: In areas where Hausa is spoken, media outlets, including newspapers, radio, and television, often use the language. Knowledge of Hausa can enhance access to information and entertainment through these channels.

Diaspora Communities: The Hausa language remains significant for Hausa-speaking communities outside of Nigeria. It serves as a means of maintaining cultural ties and identity within diaspora communities.

Thus, the importance of the Hausa language is deeply rooted in its cultural, social, economic, and communicative roles within the communities where it is spoken. Understanding and appreciating Hausa can be beneficial for both individuals within these communities and those seeking to engage with them on various levels. It is for these reasons that the BBC held on to the Hausa language as its outreach to young people.

BBC Hausa plays a further significant role in educating Nigeria’s youth by providing them with access to information, news, and educational content in the Hausa language. Here are some of the ways in which BBC Hausa contributes to the education of Nigerian youth:

Access to News and Current Affairs: BBC Hausa offers comprehensive news coverage, both from Nigeria and around the world. This helps young Nigerians stay informed about current events, politics, and social issues, which is essential for their education and understanding of the world.

BBC Hausa contributes to the education of Nigeria’s youth by providing access to information, diverse content, and educational programming in the Hausa language. It helps young people stay informed, improve their language and communication skills, and gain a broader perspective on the world. Additionally, it inspires and empowers them to take an active role in their education and society.

Social Media

Since opening its Facebook account on April 4, 2009 BBC Hausa has hit the motherlode of Hausa youth engagement. With technology becoming a commodity, and acquisition of at least Android smartphones becoming the new systems of urban cool (even if located in a deeply rural) area, BBC reached out to all generations with a full force. Thus, with the explosion of social media in recent years – and easy access to such platforms by Hausa listeners throughout West Africa and the world – BBC Hausa capitalized on the flexibility of social media platform to maintain its lead over other news channels providing the same service. For the Hausa service, this is evidenced by 4 million likes and 6.7 million follows on Facebook alone in 2023.

The BBC and social media are connected in several ways. The BBC, being a major global media organization, utilizes social media platforms as a means of distributing news and content, engaging with its audience, and staying relevant in the digital age. Here are some aspects of the link between the BBC and social media:

News Distribution: The BBC uses social media platforms such as Twitter, Facebook, Instagram, and others to share breaking news, updates, and headlines. This allows them to reach a wider audience quickly and efficiently.

Audience Engagement: Social media provides a platform for the BBC to interact with its audience. Through comments, likes, shares, and direct messages, the BBC can gauge public opinion, answer questions, and foster a sense of community around its content.

Promotion of Programs: The BBC uses social media to promote its various programs, documentaries, and other content. This helps to attract viewers and generate interest in specific shows or events.

User-Generated Content: Social media platforms allow the BBC to incorporate user-generated content into its reporting. They may use images, videos, and eyewitness accounts shared by users to enhance their news coverage.

Global Reach: Social media provides a global platform for the BBC to reach audiences around the world. This is particularly important for an international broadcaster like the BBC, as it allows them to connect with diverse audiences and share content tailored to different regions.

Real-Time Updates: Social media enables the BBC to provide real-time updates on events, which is crucial in the fast-paced world of news. Platforms like Twitter are especially useful for quick updates and live reporting.

Feedback and Metrics: The BBC can use social media to gather feedback on its content and understand audience preferences. Social media metrics also provide data on the reach and impact of their posts.

The specific strategies and platforms used by the BBC on social media may evolve over time, reflecting changes in technology, audience behavior, and the media landscape. The link between the BBC and social media is part of a broader trend in which traditional media organizations adapt to the digital era by leveraging online platforms for content distribution and audience engagement.

Hikayata – Empowering young Hausa Women

The Hikayata literary competition that forms the backbone of our gathering today is perhaps one of the most significant statements about women empowerment. Targeted at women aged 18 and above, it gives Hausa women an opportunity for fame and progress through their creative prowess. Perhaps we should remind ourselves of the fact that Hausa literature in all its forms is the domain of female imagination.

Hausa women play a significant role in the oral tradition of narrating folktales within the Hausa culture, which is prevalent in parts of West Africa, particularly in Nigeria, Niger, and other neighboring countries. Folktales are a crucial part of Hausa oral literature, serving various purposes, including entertainment, education, moral guidance, and cultural preservation. Through these devices, Hausa women contribute to preservation of collective memory of the Hausa people, far much more than the men. This because the Hausa version of ‘tales by the moonlight’ were often always narrated by a woman.

When Hausa literature transitioned from oral to written, it was a woman who kickstarted a Hausa literary revolution among women. In 1979 the Northern Nigerian Publishing Company (NNPC), Zaria, Nigeria, held a literary competition. The winners were published in 1980. One of them was So Aljannar Duniya by Hafsat AbdulWaheed. It was catalytic. It literally kickstarted the ‘romantic fiction’ genre of Hausa novels. Written by a woman, and telling stories of the heart, it served as a wakeup call to Hausa women concerning the expression of their ethnographic experiences in romantic relationships. More women became empowered and started writing. Within a decade, literary purists had become alarmed at the overwhelming focus of Hausa fiction in romance, labeling the genre Littattafan Soyayya and Kano Market Literature.

Despite the contempt heaped upon Hausa romantic it became an anthem for the creative freedom of Hausa women. When such creativity came under the scrutiny of the State machinery, particularly in Kano, northern Nigeria, the writers moved online to Facebook, WhatsApp and most importantly Wattpad where they generate lively debates about pilot, characterization and messages of their fiction.

With the Hikayata literary competition, initiated since 2016, the BBC is proving once more that Hausa women have what it takes to tell a good story. It is instructive that almost 500 women entered the competition this year, with stories that show greater diversity and social reflection, a definite progression in young Hausa women’s literary progress that reflects their departure from the domestic ecologies explored by their aunts and mothers in the 1980s and 1990s. Without inputting any other meaning, it is also very instructive that all the winners of this year’s competition are named Aisha.

Aisha was a wife of the Prophet Muhammad (PBUH) who demonstrated inquisitiveness, scholarship, intelligence, and helped to spread the message of Islam for 44 years after the death of the Prophet. She is the classical Islamic female role model, and these three winners of Hikayata 2023 have demonstrated the sustainability of their namesake’s attributes.

Thus, in organizing this annual competition, BBC empowered hundreds of Hausa women across the West African subregion to express themselves – an opportunity no other agency has provided them, thus contributing to their education and increasing self-awareness.

Finally, I was here last year when one of the winners was from Niger Republic. The winners this year all seemed to be Nigerians. Although the figures are not publicly available, and I am aware that the judgements on the entries were done without the members of the jury knowing the entrants’ names and countries of origin, one would hope to see more entries from Chad, Congo, Togo, Ghana, Burkina Faso and other countries where Hausa is entrenched as part of social realities of those countries. With BBC news contributing to the education of youth in these centuries, the Hausa language would greatly be empowered with greater encouragement of the participation of women in Hausa literary competitions.

* Professor Abdalla Uba Adamu, a former Vice-Chancellor of the National Open University of Nigeria (NOUN), is a Senior Lecturer in the Department of Information and Media Studies, Faculty of Communication, Bayero University, Kano