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Full Project – ROLE OF MASS MEDIA AS EFFECTIVE TOOL FOR DEVELOPMENT OF IGBO LANGUAGE

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CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Language is the most important information and communication characteristics of all human beings. Language is power as well as great weapon for cultural preservation. Only humans have spoken and written languages, and language is the key note of culture because without it, culture does not exist. It is the medium of language that conveys the socio-political, economic and religious thoughts from individual to individual, and from generation to generation. The world is an embodiment of languages, and each of these languages is being used to identify one language group or race. The importance of Igbo language in achieving Igbo identity cannot be over emphasized. In several societies of the world, political stability and projecting power beyond boundaries have been influenced and strengthened by the unity of language and culture. A clear instance is the language of the Jews (Hebrew), which has been the secret and root of the existence of the Israelites, their power and influence at home and abroad. In Diaspora, a Jew remains a Jew, by the unity of language and culture which formed their identity. The Igbo can achieve same if they take their language seriously.

Hornby (1999) defines language as “the system of communication in speech and writing that is used by people of a particular country”. Emenanjo (1996: 12) made an essential and more embracing definition of language.

N’ihi na mmadu bu anumanu osuu na anumanu okwuu, o ziputara n’uzo dabaziri amaa na okwu putara asusu n’asusu ndi uwa bukwa okwu ahu gosiri ahu anumanu a na-akpo ire… ma o bu onu, ma o bu olu (Igbo). Ihe ire, onu na olu na-eziputa n’ebe o di ukwu, dikwa ebube, ma e chemie ya, bu na asusu bi ihe e ji ire, onu na olu asu.

In the words of Anidi (2007:197) communication is the process of expression within and between a person, persons, group or groups. Chude (2007:144) opines that communication takes place when information passes from a sender to a receiver and the receiver acts or responds as a result of the information received. Man is a communicating animal or being. He is therefore almost always engaged in one form of communication or the other, in a near state of perpetuity and even in his sleep (Nwosu, 2007:2). Thus, communication is central and critical to all human activities, including social and language development. It is for this reason that Okunna (2002:293). Submits that communication and development are so closely interconnected that there can be no development without communication. This dialectical relationship between communication and development has given rise to a specialized field of communication known as development communication (Nwodu, 2007; Nwosu, 2007).

Development can be broadly conceptualized as the sustained elevation of an entire society and system toward a better or more humane life (Todaro and Smith,2009;20). Okunna (2002:295) rightly sbserves that effective development commincation revolves around the concept of mobilization. Social mobilization entails identifying with, wining the commitment of and pooling together a mass of people to pursue well conceived goals and behavior patterns likely to enhance their wellbeing and/or jettison a particular goal or behaviour pattern considered to be inimical to them (Nwodu, 2007:42). Socal or grassroots mobilization is persuasive in nature. It falls within the ambit of persuasive communication, which serves the primary purpose of softening the ground for effective take off of individual and national development. At best, social mobilization serves as a forerunner or precondition for social change (Nwodu, 2007:42).

Thus, when people are adequately informed about opportunities that abound within and outside their locality, there is need to further persuade them to take practical steps towards harnessing such opportunities to better their lot. The notion of grassroots mobilization therefore operates on the premise that those living at the periphery where poverty, hunger, disease and sundry socio-economic vices are more pronounced need to be sensitized, energized and motivated to participate in development programmes and projects with a view to improving the quality of their lives (Nwodu, 2007:42).

Social or grassroots mobilization is a communication action. Thus, the message code needs to be properly conceived and delivered in order to bring about the desired social change for human, community, rural, urban, state, and national development. The grassroots are the ordinary people (Longman, 2007:707). The grassroots are in both the rural and urban areas, but more in the rural areas of Igbo Language Nigeria afflicted by the vicious cycle of poverty and what Chambers (1983;112) calls the deprivation trap of poverty, physical weakness, vulnerability, powerlessness, and isolation. Since the grassroots are also afflicted by the scourge of illiteracy and ignorance, it stands to reason that the mass media media which people are familiar with and understand should be used in communicating and mobilizing them for development purposes.

Mass media are communication channels which reflect a people’s culture. They were not introduced to the people like the mass media, but are part of the people (Nwabueze, 2007;63: Nwodu and Nwanmuo, 2006;130). Mass media which have also been identified as folkmedia or Oramedia (Ugboajah, 1985) include the town crier, church, village square, market place, Igwe-in-council, dance or music, divination, native language, proverbs, folklores, etc.

Mass media make it possible for messages to be packaged and transferred in locally popular artistic forms. This can be rivaled by any other means of communication with regard to reaching the ruralities. Example exist where song, drama, dance groups and the like are used to promote campaigns against social evils such as child and women trafficking, alcoholism, burden some dowries, discrimination against women, archaic taboos e.t.c. or for encouraging advances in farming, health, nutrition and family welfare, agricultural reforms, national integration and similar goals.

From the foregoing, one can therefore, see that mass media is indisputably a veritable tool for language development.

1.2 Statement of the Problem

The mass media, like everything Western, have dominated the political, socio-cultural and development space of Igboland. But they have not been effective in communicating and mobilizing the grassroots who are mostly rural, poor and illiterate for development. Consequently, there is a pervasive sense and feeling of alienation and marginalization by the grassroots which portends grave danger to Igboland. This is because the logic of national security is even development of both urban and rural areas, moreso as the rural areas are the food basket and resource base of the nation and “poverty anywhere is a danger to prosperity everywhere, and prosperity anywhere must be shared everywhere”.

Thus, the mass media which are rooted in the people’s culture are considered vey effective or more effective in grassroots mobilization for participatory development, especially with the global paradigm shift to bottom-up approach to development and glocalisation (which is contextualizing global events to local situations).

1.3 Objectives of the Study

The study examines role of mass media as effective tool for development of Igbo language

The following are the objectives of this study:

To find out if mass media can be used as an effective tool for language development;
To identify trado-media tools for language development;
To determine if mass media can be strategically used to reach the rural populace;
To ascertain the possible hindrances to effective utilization of mass media; and
To determine the policies/projects that can be implemented to boost the use of trado-media in the Igboland.

1.4 Research Questions

The following are the research question for this study:

Can mass media be used as an effective tool for language development?
What are the trado-media tools for grassroots development in South East?
How can mass media be used strategically to reach the rural populace in the Igboland?
Are there any hindrances to effective utilization of mass media communication?
Are there policies or projects that can be implemented to boost the use of mass media in achieving language development in the South East?

1.5 Research Hypotheses

The following are the hypotheses (stated in their null) for this study

H₀₁: Mass media Media cannot be used for effective grassroots mobilization and development.

H₀₂: There are no particular mass media media tools for grassroots development.

H₀₃: Mass media media cannot be strategically used to reach the rural populace.

H₀₄: There are no significant hindrances to effective utilization of traditional communication media.

H₀₅: There are no particular policies/project to boost the use of traditional communication media

1.6 Significance of the Study

The significance of the study cannot be overemphasized. It is so significant in the following ways: This will enable the agencies concerned with grass root mobilization and development to known how powerful mass media can be as an effective public relations tools that can be used for winning and sustaining the trust, confidence, support and co-operation for any grass root policy, plan or project.

This study will bring to the importance of traditional form of communication as veritable tool that can be used to successfully execute their project and programmes at the grass root level. This knowledge will equally help them (development partners/agencies) to appreciate the importance people attach to their culture and language, especially, the dialect peculiar to a particular area. This will further help them to select the right channel, right people and make adequate budget that will enable whatever programme /project targeted at the rural populace to record immeasurable/unquantifiable success.

The study will enable the rural dwellers to compare and contrast between modern and mass media which is better and more effective in brining development to their areas. Whichever form of communication that has more advantage will inform the rural dwellers; preference and usage. However, the power and imperativeness of mass media would still be established for appreciation by the rural dweller

This study will serve as reference materials for further studies by the researchers and scholar. Incase, there are areas or issues that are perceived not to be treated in detail or comprehensively, the study will help to elicit curiosity, capable of inciting research interest in this area.

1.7 Scope of the Study

The study focuses on three states of Igbo Language Nigeria, namely, Enugu, Anmbra and Ebonyi.

1.8 Limitation of the Study

This study is constrained by the poor and difficult road infrastructure of the Igbo Land region. Also, the field work was carried out during the rainy season which impeded progress. Furthermore, there was the challenge of communication, as some of the respondents could not speak or understand English, necessitating the engagement of local interpreters.

1.9 Study Area

THE South East geopolitical zone, comprising Abia, Anambra, Ebonyi, Enugu and Imo states, is one of the most homogenous and cohesive geopolitical zones in Nigeria. The zone covers the bulk of the Igbo-speaking ethnic territory or Igbo Language, the remainder of which extends westwards into Delta State and southwards into Rivers State. The zone also includes a few non-Igbo speaking communities on the northern and eastern borders. In pre-colonial times, Igbo land maintained a strong organic unity, with strong genetic and cultural linkages among the communities and deep interpenetration of their societies and economies through migration and trade. Under colonial rule and from independence until 1976 the area was administered as part of the Eastern Region, with the creation of a 12 state structure in 1967.

It became a state of its own as the East Central state, but could not attain full operational status until the end of the civil war in 1970. Progressive state creation restructured the area into two, then four, then five states. Through all this, the area and its people have retained a recognizable identity and character within the Nigeria nation state.

By territorial size, the South East zone is by far the smallest in Nigeria, accounting for mere 3.2% of the national space. However, the 2006 census data credited it with 1.7% of the population; given it a population density nearly four times the national average. High population pressure is indeed one of the basic facts of life in the zone. Analysis of migration data shows that the South East is a zone of strong net emigration, with some 15% of persons born in the zone resident outside the zone and only 5% of the residents of the zone coming from outside the zone. The zone contributes significantly to the population of all major cities, industrial and market centres in Nigeria. The number of those migrating abroad is rising, such that the Igbo in Diaspora are becoming a major factor in the politics and economy of the South East zone and Nigeria (AIAE, 2007, NPC, 2006).

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