INDIGENOUS LANGUAGE TELEVISION PROGRAMMES AND PUBLIC OPINION IN OREDO LOCAL GOVERNMENT AREA

ABSTRACT

Indigenous language television 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 indigenous 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 and use and gratification theory. The survey method was adopted in conducting the investigation using questionnaire as the instrument of data collection. A total sample size of 400 questionnaires were distributed across Oredo Local Government Area and 300 were retrieved. Data collected were analysed in tables and the findings gotten, show that indigenous language programmes were significantly available but moderately consumed. The audience learnt enough simple words/phrases from the programmes to engage in simple conversations in indigenous languages. The programmes thus contributed to indigenous language development by contribute to indigenous language development by preserving traditional stories, folklore and teaching local cultural practices the results corroborate the cultural norm theory, suggesting that broadcasting has the potential to bolster indigenous languages by strategically featuring programs in native tongues. The study recommends that government agencies, non-governmental organizations (NGOs), pro-ethnic groups and cultural associations should initiate and sponsor a wide variety of indigenous language programmes to sustain the availability of such programmes in broadcasting in the country.