THE USE OF INDIGENOUS LANGUAGE IN BROADCASTING: A STUDY OF SPARKLING FM CALABAR
Abstract
The study on the use of indigenous language in broadcasting: A study of Sparkling FM Calabar, aimed to assess the Efik-speaking listeners' level of satisfaction with the current representation of the Efik language in Sparkling FM's programming. It also sought to examine the Efik-speaking listeners' preferences for different types of Efik language content, such as folk tales, news, music, and cultural programs, investigate the Efik speaking listeners' perceptions of the importance of preserving and promoting the Efik language through radio broadcasting and to examine the impact of the absence of Efik language content, such as news interpretation and cultural programming, on the flow of cultural knowledge and diversity in the 21st century. The study employed a survey research design to enable the collection of primary data from 360 respondents, selected using a simple random sampling technique. The data collected through structured questionnaires were analyzed using simple percentages as a statistical tool The results revealed that the Efik-speaking listeners are moderately satisfied, indicating that the station does not allocate enough airtime to Efik language programming. Efik-speaking listeners desire more Efik language programming, particularly in the form of news, current affairs, and cultural/traditional programs, which they consider to be very important for preserving and promoting the Efik language. The absence of Efik-language content, such as news interpretation and cultural programming, is perceived to significantly hinder the flow of cultural knowledge and diversity. The study recommends that Sparkling FM should increase the amount of airtime dedicated to Efik language programming, incorporate more Efik language news, current affairs, and cultural/traditional programs, and add Efik-language news interpretation and analysts programs, as well as Efik language learning resources and language preservation programs.
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