ABSTRACT: This research work is based on the importance of indigenous language in broadcasting. This project therefore clamored for the development of indigenous language in the electronic media. Moreover this project has been able to explain how indigenous language is of immense benefit to broadcast media. The researcher has also succeeded in analyzing critically the concept of indigenous language, indigenous communication, types of indigenous communication, history of indigenous communication, theories and mode of indigenous communication and many more. Through all these subject matters, it is hope that improvement would meet indigenous language in Broadcast media. Quantitative research design was used in which cross-sectional survey method was adopted while the data collection instrument was questionnaire. One hundred (100) questionnaires were distributed among the staff of OSBC Radio Ile-Awiye Oke-Baale Osogbo, which aided high rate of return. The findings of the research showed that indigenous language is guide significant in broadcast media. It is obvious from this study that the use of indigenous language in broadcast media has helped the audience to know the different language in the society. It is therefore recommended that in order to improve the level of quality programme in the electronic media, the National Broadcasting Commission (NBC) and (OSBC) management should allow all the present decent programmes that deal with the culture and norms of the people, however this would gain OSBC Radio, Ile-Awiye Oke-Baale more listenership power.
Keywords: Indigenous Language
1.1 Background to the Study
One of the basic factors to consider while setting up radio or television station in Nigeria and everywhere in the world is to determine it purpose, coverage, audience and language. The target audience matters because radio or television cannot exist in vacuum but exist and serve certain categories of audience.
However, the need to preserve Yoruba language, culture, values, norms and traditions gave birth to Orisun 89.5 FM. The radio was named Orisun because it is located in Ile-Ife which is considered to the cradle of the Yoruba race because there is understanding on the urgency for a nation like Yoruba to guarantee the sustenance, preservation and promotion of her culture, particularly as a legacy for the coming generations is the core objective. The radio disseminates news in local language and produces various genres of programmes (drama, discussion, instructional, documentary and current affairs with specific cultural sensitivity to Yoruba nation). The station is also saddled with the role to neutralise the western domination of the Yoruba values and arts while promoting the cultural heritage of the Yoruba race by serving as an agent of socialization and social change.
Ojedele (2013) writes that language is a means of communication via which myriad of message are transmitted day by day. The medium through which language is communicated varies from the spoken word to body language, to the written form e.t.c. while Longman Dictionary of Contemporary English (2010) defines indigenous as any object, behaviour, activities and other ways of life peculiar to a particular area. Thus, indigenous language is local language that people of a specific area speak and have a strongly believe about, they prefer to speak their indigenous language that have deep meaning to them than to accept or to speak any borrowed language. In Southwest Nigeria, Yoruba people speak Yoruba language, in South East, Igbo language dominated, in Northern Nigeria; Hausa language prevailed. Also, Akwa Ibom and Cross River speak Efik, Ibibio and Annag e.t.c
The targeted audience will definitively feel very proud that the media values them by packaging her programmes in local language this in turn show the native people that the message is directed at them therefore make them embrace it. Another importance of using Yoruba language in a radio station like Orisun 89.5 FM is that since almost all the people in Osun state can understand the indigenous language so if the language is used in any programme it will enhance message comprehension especially among the illiterates who does not know beyond their native language.
1.1.2 OSUN STATE BROADCASTING CORPORATION (OSBC): Historical Overview
The journey of Orisun 89.5 FM began on Monday, August 27 1991 when the then Military President of Nigeria, General Ibrahim Badamosi Babangida (Retired) announced the creation of Osun State. To indigenes of the new State who were serving at the Broadcasting Corporation of Oyo State (BCOS), 27th of August 1991 was the outcome of what everyone had expected (OSBC, 2015)
However, it became inexcusable that they had to move to Osun State to establish the State’s owned media outfits. The officers who came to Osun were made of experienced journalists, professional broadcasters, seasoned administrators and tested engineers who could make much out of nothing.
The movement was not too comfortable. Some of the workers attributed the nerve-racking evacuation to the sour relationship which suddenly developed between the governments of Osun and Oyo States at that time. Some blamed the upsetting mass-departure on the variance which developed between the departing workers and the new management of BCOS.
The movement of OSBC officers from Oyo State to Osun State was done in batches. The Management team took the first leap. The aim was to find conducive working atmosphere for the rest to settle and display their inventiveness. That decision was not realistic. Hence, key officers were subjected to traveling from Ibadan (about eighty- two kilometers) to Osogbo on daily basis. (OSBC, 2015).
While feasibility work was taken the desired shape at the Oke Baale area of the capital city of Osun State, OSBC directorate mandated its administration department to resettle engineers and line workers in TRANS HOTEL, Ile-Ife. At Oke Itase, Ile-Ife, OSBC engineers assembled some domestic equipment of the inherited 5 kilowatt transmitters of F.M. Booster Station of the Broadcasting Corporation of Oyo State (BCOS). The skills of engineers who received professional training in pure and applied sciences were combined with that of craftsperson and sub-professionals to apply scientific and engineering skills to technical problems met on ground.
The engineering staffs designed circuits to perform specific tasks such as amplifying electronic signals as well as demodulating radio signals to recover the information needed for an impressive broadcasting station. Through their ingenuity and hard work, Radio Osun commenced transmission at Ile-Ife on the 25 th of November, 1991 following the directive of the then Military Administrator of Osun State, Col. Leo Segun Ajiborisha while Administrative Headquarters remained at Osogbo. The station’s signal on 89.5 Megahertz covered Osun and neighboring States. From the shades of almond trees in the premises of the Broadcasting Corporation of Oyo State, Ile Akede, Orita Basorun, Ibadan to the various lodges in Osun State, the only hankering of OSBC Management and staffs was to carve out a niche for Radio Osun in the Broadcasting industry in Nigeria (OSBC, 2015)
In 2005, OSBC station at Ile-Ife, which was re-christened ORISUN 89.5FM in 2003, came on air . Orisun FM is so named because of its location, Ile-Ife, which is the cradle (the source) of the Yoruba race. It is a specialised 100% Yoruba transmitting station. The entire programme line-up is set out to promote the isms, norms and cultural antecedents of the Yoruba people. Staff transit camp/Television studios
1.2 Statement of the Problem
While planning advertising campaign, one of the strategies is to determine the language and the targeted public because programmes will be encoded in a particular language that the targeted audience understands and that is where the concept of indigenous language comes in
Indigenous language is a native language speaks by a particular people in a particular community, it is very common now that the encoding language for programmes in that area should be the native language because people tend to appreciate their cultural valves at all time which language is one. It is against this background that the study examines the importance of indigenous language in broadcast media using Orisun 89.5 FM as a case study.
1.3 Objectives of the Study
- To examine the extent at which Yoruba language is usage on Orisun 89.5 FM Ile-Ife.
- To examine whether people prefer Orisun 89.5 FM to other local radio stations in Osun state
1.4 Research Questions
- What is the extent of Yoruba language usage in Orisun 89.5 FM Ile-Ife?
- Do people prefer Orisun 89.5 FM to other local radio stations?
1.5 Significance of the Study
It is the belief of the researcher that this study will be useful to large number of individuals and groups such students, scholars, policy makers, advertisers, advertising agencies, broadcast owners and advertising researchers.
Difference companies will find this research very interesting as it will keep them aware on the benefit of using indigenous language in programme and advertising campaign to achieve success.
Media and advertising planners will at the end of this research see the benefit and how people feel about promotional campaign that directed to them by using their native language.
People that will be carrying out research that related to this will find the materials useful as it will provide them a clue to their own research. It forms part of academic materials that students, lecturers, researchers, company can turn to when looking for materials or existing literature on this concept.
1.6 Scope of the Study
This study which focuses on the “importance of Indigenous Language in broadcasting media has been narrowed in scope to Orisun 89.5 FM, Ile-Ife because, the station is the only radio stations in Osun State Perhaps in all southwest that uses only Yoruba language. Other reason for chosen Orisun 89.5 FM is due to its proximity to the researcher.
1.7 Operational Definition of the Terms
Importance: It refers to the contribution or benefits of indigenous language in Orisun FM.
Indigenous: Indigenous is a natural and existence of a nature things that is the decedent of natural or something that is native.
Indigenous Language: It refers to a language of particular native or people that is accepted as language of communication especially within their cycle.
Broadcasting Media: These are means of disseminating information to the large and wide heterogeneous audience such as Orisun 89.5 FM.
IMPORTANCE OF INDIGENOUS LANGUAGE IN BROADCASTING
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