Exploring the impact of BBC news Igbo on Revitalisation of Igbo Language

Abstract

Igbo language is endangered. In fact, UNESCO has predicted that the language could be extinct by 2050. Its low public profile made it increasingly unable to meet mass media owners/producers’ and advertisers’ commercial considerations. This limited Igbo language access to the mass media and underscored Fishman’s media fetish. Considering the growing influence of digital media on social realities, this study explores the impact of digital media on the revitalisation of Igbo language, using BBC News Igbo as a case in point. The study adopts the mixed methods approach to collect rich enough data and come up with valid and credible findings. Therefore, data were collected through Web survey, content analysis, and interview. The resultant quantitative and qualitative data were analysed using descriptive statistics, summative approach to content analysis, thematic analysis, and Analysis of Variance, and the findings were triangulated. Findings show that through digitisation and promotion, global access and visibility, domain expansion, social media presence, attitudinal change, revival of interest, restoration of pride, provision of learning resources, encouragement of usage, and improved knowledge, BBC News Igbo has largely enhanced the socio-linguistic values of Igbo language and greatly encouraged acquisition of its skills. Again, findings show that BBC News Igbo has highly enhanced Igbo language prestige among its audience. Furthermore, BBC News Igbo has remarkably encouraged the acquisition of Igbo language skills among its audience. Once more, findings show that the Central and Onicha orthographies are prevalent in BBC News Igbo reports. Additionally, with an analysis of variance of F (3, 99) = 0.21, p = 0.8867), the study finds no statistically significant difference in how the xv BBC News Igbo audiences’ age, gender, and educational status shape their assessment of its potentials to revitalise Igbo language. These findings validate much of the postulates of David Crystal’s Theory of Language Revitalisation, especially the hypothesis that access to electronic technologies enhances the chances of revitalising endangered languages. Although when weighed against Fishman’s Graded Intergenerational Disruption Scale findings from literature and data still marked Igbo language as “endangered,” there is strong evidence that sustained exposure to sundry digital media platforms can halt its vulnerability and even make the language thrive once more. It is, therefore, recommended, among other things, that Igbo linguists, indigenous language media researchers, and Igbo language activists who want to embark on Igbo language revitalisation endeavours should look to the immense opportunities for progress the digital media offers endangered languages.