HONNEUR, OSTENTATION ET VIRALITE : PAROLE JUVENILE ET RECOMPOSITION DES NORMES A KANO

Abstract

This study presents the sociolinguistic and performative dimensions of two viral Hausa expressions: baza capacity (to show off one’s means) and kare mutunci (to protect one’s honor), popularized by micro-influencer Abdul Turaki in the urban context of Kano, Nigeria. Using a qualitative discourse analysis of digital content (videos, comments and posts), this paper demonstrates how these expressions function as linguistic acts with normative power. They not only reflect youth aspirations and frustrations in precarious social conditions but also reshape ethical standards and social recognition mechanisms. By drawing on critical sociolinguistics, pragmatics and African youth language studies, this article reveals how digital discourse can legitimize transgressive behaviour and redefine urban masculinity. The paper calls for educational strategies to re-anchor speech within ethical and community-based frameworks.