INFLUENCE OF INDIGENOUS LANGUAGE AND AUTHORITY FIGURES IN BROADCAST OF COVID-19 PANDEMIC MESSAGES AMONG RURAL DWELLERS IN SOUTH EAST NIGERIA

Abstract

This paper examined the influence of the use of indigenous language and authority figures in the broadcast of COVID-19 messages among rural dwellers in South East Nigeria. This is against the backdrop of the failure of rural dwellers to pay attention and understand the COVID-19 pandemic messages which were disseminated in English language, and as such were not complying to the precautionary measures. The research was a descriptive survey. Five objectives guided the study which used the focus group discussion as the medium of data collection. The population was all rural dwellers in the five south-eastern states of Nigeria. The sample was 200 participants randomly selected from the five rural communities near the state capitals (Abakaliki- Nwofe; Awka- Achalla; Enugu- Ugwuaji; Owerri- Nworieubi and Umuahia). The Limited Effects theory formed the theoretical underpinning for the study. Data were analyzed through thematic transcription of the responses of the participants during the focus group discussion. Results obtained show that most rural dwellers do not have access to social media platforms. Also, rural dwellers get their information basically from markets, churches, and towns meetings. It was gathered that use of indigenous language and leaders of thought provided the needed understanding, reach and conviction of the rural dwellers on the reality of the COVID-19 pandemic.  The study concludes therefore that the use of indigenous language and authority figures are useful in helping rural dwellers in the South East zone to understand and comply with the COVID-19 pandemic messages and precautionary measures. Sequel to the findings, the study recommends that the ministries of Information should adopt the use of opinion leaders in disseminating such vital information. Also there is need for all communities to translate vital and sensitive information in local dialects to enable easy understanding and compliance especially by rural dwellers.