| Abstract: |
In today's globalised world, developing nations like Nigeria are increasingly facing the ugly consequences of cultural imperialism. In Ebonyi State of South Eastern Nigeria, the manifestation of this problem is the rising danger of Igbo language going into extinction. To arrest the situation, Radio Nigeria- Unity FM and Ebonyi Broadcasting Corporation, Abakaliki came up with programmes and jingles aimed at stimulating cultural renaissance among the youths in Igbo land, particularly, those in Ebonyi State. This study which adopted the survey research method is broadly aimed at an assessment of the impact of the said programmes on the target audience who are residents in Ebonyi State. The findings among others include: that the selected programmes are not motivating the youths in the area to regain interest in the use of Igbo language and that the target youths are actually exposed to the programmes. Consequently, the following recommendations among others were made: that integrated marketing communications approach should be adopted in the campaign for renewed interest in the use of Igbo language, and that the programmes and jingles should be made to be more creative, innovative and dramatic to enable the audience pick interest in them. |
