Authors
• Faruk Umar Usman Ph.D.,,,Department of Mass Communication, Bayero University, Kano.
• Nura Abdullahi Ph. D,,Department of Islamic Studies and Shariah, Bayero University, Kano
•
Abstract
This study examines group marriage as a strategic social communication approach for addressing the rising costs of marriage ceremonies and the accompanying socioeconomic barriers facing youth in Islamic and African societies. Using qualitative case analysis, the paper explores two distinct contexts: Saudi Arabia and Kano State, Nigeria. Drawing from documentary evidence, observation, and existing reports, the study situates group marriage within the broader discourse of social mobilization, cultural communication, and faith-based intervention. Findings reveal that organized group weddings— spearheaded by NGOs, religious councils, and state agencies serve not only as cost-reduction mechanisms but also as platforms for promoting moral values, community participation, and collective responsibility. The paper concludes that group marriage represents an innovative communication practice that blends cultural tradition with modern social welfare approaches. It recommends sustained public communication strategies, policy support, and media advocacy to enhance social acceptance and sustainability.
Keywords
Group marriage
social communication
cultural mobilization
community development
Saudi Arabia
Kano-Nigeria.
