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Abstract This article discusses the significance of Indian films in revealing a relatively ignored aspect of the transnational flow of culture. The intra-Third World circulation of Indian film offers Hausa viewers a way of imaginatively engaging with forms of tradition different from their own at the same time as conceiving of a modernity that comes without the political and ideological significance of that of the West. After discussing reasons for the popularity of Indian films in a Hausa context, it accounts for this imaginative investment of viewers by looking at narrative as a mode of social enquiry. Hausa youth explore the limits of accepted Hausa attitudes to love and sexuality through the narratives of Indian film and Hausa love stories ( soyayya ). This exploration has occasioned intense public debate, as soyayya authors are accused of corrupting Hausa youth by borrowing foreign modes of love and sexual relations. The article argues that this controversy indexes wider concerns about the shape and direction of contemporary Nigerian culture. Analysing soyayya books and Indian films gives insight into the local reworking and indigenising of transnational media flows that take place within and between Third World countries, disrupting the dichotomies between West and non-West, coloniser and colonised, modernity and tradition, in order to see how media create parallel modernities. Through spectacle and fantasy, romance and sexuality, Indian films provide arenas for considering what it means to be modern and what may be the place of Hausa society within that modernity. For northern Nigerians, who respond to a number of different centres, whether politically to the Nigerian state, religiously to the Middle East and North Africa, economically to the West, or culturally to the cinematic dominance of India, Indian films are just one part of the heterogeneity of everyday life. They provide a parallel modernity, a way of imaginatively engaging with the changing social basis of contemporary life that is an alternative to the pervasive influence of a secular West.
Brian Larkin (1997) studied this question.