THE ROLE OF MASS MEDIA IN THE PRESERVATION OF INDIGENOUS LANGUAGE AND TRADITION A STUDY OF BAUCHI RADIO CO-ORPERATION

Abstract This study examined the role of Bauchi Radio Corporation (BRC) in the preservation of indigenous languages in Bauchi State, Nigeria. The research was driven by the increasing concern over the decline of local languages due to globalization and the dominance of English-language media. The study sought to investigate how BRC’s policies, programming strategies, and audience engagement contribute to promoting and sustaining indigenous languages within its broadcast area. A qualitative research design was adopted, and data were collected through in-depth interviews with five key personnel from the programming, language, and technical departments of the station. The responses were analyzed thematically to identify recurring patterns and insights. The findings revealed that BRC dedicates about 60% of its airtime to indigenous languagesmainly Hausa and Fulfulde with occasional inclusion of minority languages such as Sayawa and Jarawa. The study found that this approach enhances cultural preservation and strengthens community connection. However, challenges such as inadequate funding, shortage of trained language presenters, and insufficient technical resources hinder the corporation’s effectiveness. The study concludes that BRC plays a significant role in promoting indigenous languages in Bauchi State. It recommends increased government funding, regular staff training, collaboration with language institutions, and digitization of indigenous programs to ensure long-term language preservation.