Audience perception on the contributions of local language broadcasts to the development of indigenous languages in Delta State, Nigeria

Abstract

Local language broadcasting in Nigeria is common and scholars have focused on how they enhance message delivery but not much on how it promotes indigenous languages. This study focused on audience’ consumption of local language programmes, how much it learns about indigenous languages from such programmes and how the programmes contribute to mother-tongue development. The study explored cultural norm theory and adopted survey, while mean scores were used for data analysis. Findings show that local language programmes were significantly available but moderately consumed. The audience learnt enough simple words/expressions from the programmes to engage in simple conversations in local languages. The programmes thus contributed to indigenous language development by teaching people useful words, expression and pronunciations in mother tongues, and encouraged them to teach such languages to their children and friends. The findings support cultural norm theory that broadcasting can promote indigenous languages through selective presentations of programmes in mother tongues. Findings show that vernacular broadcasts are not sustainable because they hardly attract advertisements/sponsorships, and are sometimes poorly produced. The study recommends that government should formulate policies to promote local language broadcasting in Nigeria and join NGOs and pro-ethnic groups to initiate/sponsor vernacular programmes.