Audience Perception of Indigenous Language Broadcasting on Radio Nigeria Enugu and Its Implications for Cultural Sustainability

The progressive marginalisation of indigenous languages in Nigerian broadcasting has raised urgent concerns among cultural scholars and language preservation advocates, particularly regarding the long-term sustainability of Igbo language usage in the face of English dominance in formal communication spaces. This study examined audience perceptions of indigenous language broadcasting on Radio Nigeria Enugu and explored implications for Igbo cultural and linguistic sustainability. The study was grounded in the Cultural Imperialism Theory, which argues that dominant global and national languages progressively erode indigenous languages and cultures through the preferential structuring of media systems. A descriptive survey design was adopted, targeting a population of 1,800 adult listeners drawn from Nsukka and surrounding communities. A sample of 317 respondents was selected through purposive and snowball sampling, and a structured questionnaire supplemented by in-depth interviews was used for data collection. Findings revealed that indigenous language programmes on Radio Nigeria Enugu were generally perceived positively for cultural and emotional resonance, but were considered less prestigious and professionally relevant compared to English programming. Older respondents expressed stronger attachment to indigenous broadcasts while younger respondents preferred code-switching formats that blended English and Igbo. Scheduling of indigenous programmes during non-peak hours was identified as a major barrier to audience reach. The study concluded that Radio Nigeria Enugu's indigenous language broadcasting reaches culturally engaged audiences but lacks the strategic placement and content dynamism needed for broad appeal. It was recommended that the station reschedule indigenous programmes to prime time slots and develop youth-oriented indigenous content to broaden cultural appeal.
Keywords: indigenous language broadcasting, Igbo, cultural sustainability, Radio Nigeria Enugu, cultural imperialism