CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND
OF THE STUDY
Communication
is also the transmission of experience from one person to another, from one
person to a group of people or from a group of people to another group of
people. Communication is pervasive. It is an index of existence and regarded as
lively. Okunma (1996) sees communication as a complex process of sharing
information or a message which requires certain basic components. It is
essential to conclude that communication is pervasive and a fundamental way by
which human beings interact through language and other symbolic means.
Communication sustains, lubricates and dominates every facet of human
existence.
Communication
is pervasive, ubiquitous and takes place everywhere, every time n and every
day. Man existence can be traced to communication. Communication started
between the first man and his Creator. Biblical account noted that God
established communication with the first man, Adam. Since the creation of first
Man, communication has come to stay as Adam communicated with his family and
the animal folks. It is vital to conclude that communication is the basis of
human and animal existence and interaction.
This
paper examines the interrelatedness of language and communication, how language
can aid and how misuse of language obstructs communication as well as tips for
communicators on effective use of language.
Effective
communication require concerted effort on the part of message encoder, the
appropriate choice of words, correct contextual application and simplicity
Communication is traced to a Latin word “communis” meaning to share and that it
is the activity of conveying information through the exchange of thoughts,
messages, or information, as by speech, visuals, signals, writing or behavior.
The
existence of Pidgin English began as a result of the colonial masters coming
into Africa. Well respected philosophers noted that there is no language that
is an island meaning that language can also develop through a pre-existed one
(Akinfeleye, 2008). The existence of Pidgin English was through the English language.
The use of Pidgin English began in the colonial era, when it was necessary for
Africans to understand the language of the white man in order to be able to fit
in the happenings of the society. At that period, if an African man gets to be
able to understand the language of the white man, he is placed on a big
position ahead other fellow Africans (Ihemere, 2006). As a result, a lot of
African’s endeavor to try to fit in with the English language and during the
process of change developed the Pidgin English.
The
term Pidgin English refers to a language that is developed in the situation
where the speakers of another language have to communicate but do not have a
common language to share with another (Ndolo, 2005).
Pidgin
English is a mixture of English and local languages which enables individuals
who do not share a mutual language to communicate (Akinfeleye, 2008) Stated
that the Nigerian Pidgin English accommodates fun and creativity, therefore, it
has been able to fill significant actual space of communication in Nigeria.
All
these must have been considered by Ihemere (2006) stating that the Pidgin
English flourishes better being an inter-ethnic medium of communication. It is
identified as being important to be adopted at some state or private broadcasting
stations to give daily news in it and generally believed to be a very useful
broadcasting language in the country. At recent times, job opportunities arise
for those that are well spoken and fluent in the Pidgin English language. For
instance there are job opportunities within the movies industry, newspapers
published in Nigerian Pidgin, magazines and radio programs that are presented
on Nigerian Pidgin entertainment.
Generally,
the Nigerian Pidgin is proposed as being a replacement to standard English
broadcasting in Nigeria such that the uneducated people are able to survive the
society, knowing very well that the language appeals to wider audience from all
parts of the societies in the country (Deuber, 2005). Therefore, since
communication stands as a major life wire of all societies, at all sphere of
the societal, cultural, industrial, educational, and all the levels needs
information to optimally function in the society (Akinfeleye, 2008).
A Pidgin is therefore regarded as a
‘reduced’ variety of a ‘normal’ language. It is used to refer to a language
which develops in a situation where speakers of different languages and
socio-cultural origins have a need to interact but do not share a mutual
language. Once a pidgin has emerged, it is generally learned as a second
language and used for communication among people who speak differently.
Nigerian Pidgin in this case is a situation where normal language pattern is
altered, but generally recognized to convey specific meaning. The language does
not only evolve but also has its origin from a mixture of other indigenous
languages spoken in Nigeria. Experiences have shown that among the residents of
Benin-City for which this work was conceived, Nigerian Pidgin English has
gained a wider audience in all sectors of the economy, especially in
advertisements.
Therefore, advertisement is a
communicative process that informs and influences the audience. This reveals
advertisements as a vital marketing tool as well as a powerful communication
force. It is further revealed as an action of calling the attention of people
to something, especially by rapid announcement, usually in succession known as
advertising campaign. What is more, it is a message designed to make known what
we have to buy or sell, by using various channels of communication – radio,
television, newspaper, magazines, posters, billboards and the internet. In view
of the above-mentioned, the various aims of advertisement can only be realized
through effective communication (Dada, 2013).
It is a communication tool for
marketing, public relations, and promotional management, as well as social and
political mobilization. It is the primary source of revenue for the mass media
in a free market economy. It has not only become an integral part of man’s social,
political, and economic life, but has also grown both as a business activity
and as a profession. Therefore, this study focuses on audience perception of
Pidgin English usage in broadcast media.
1.2 STATEMENT
OF THE PROBLEM
It is clear that with the level of
illiteracy and knowledge-gap between the literates and the illiterates in the
country, there seem to be an ignorant discrimination in the rate at which
information, especially advertisements, is disseminated, at the time it is, its
accuracy and the populace in the country that it reaches. There is however, the
general perception that majority of the Nigerian populace, especially those in
the rural areas are not carried along on issues of national interest due to
their inability to understand what is being broadcast or advertised on
television and radio.
Consequently,
there has been a lot of misinterpretations and misconceptions of advertisement
messages by a good number of residents in Ikeja LGA due to the elitist language
used in disseminating these massages. They seldom understand broadcast
advertisements made in Standard English language and as such, try to ignore
these market information not made in Nigerian Pidgin English and develop a
negative opinion or attitude towards the products or services as well as the
communicated messages itself. These problems make it glaring that there is a
need to carry out a study on audience perception of Pidgin English usage in
broadcast media.
1.3 OBJECTIVES
OF THE STUDY
The general objective of this study is to carry out
a study on audience perception of Pidgin English usage in
broadcast media. The specific objectives include the following:
1.
To
investigate
if there is prevalence of Pidgin English in radio programs.
2.
To
ascertain if radio audience prefers messages disseminated in Pidgin English
better as aired in the radio program.
3. To
find out the likely problems posed by use of Pidgin English in radio program.
4. To
examine the opinion of audience on the effectiveness of the use of Pidgin English in radio
program.
5. To
determine whether
there is correlation between meaning listeners attach to what they hear and
disseminated.
1.4 RESEARCH
QUESTIONS
The relevant
research questions related to this study include the following:
1.
Is there prevalence of Pidgin English in
radio programs?
2. Doradio audience prefer messages disseminated in Pidgin
English better as aired in the radio program?
3. What arethe likely problems
posed by use of Pidgin English in radio program?
4. What is the opinion of audience
on the effectiveness of the
use of Pidgin English in radio program?
5. Is there correlation between meaning listeners attach to
what they hear and disseminated?
1.5 SIGNIFICANCE OF THE STUDY
In terms of theoretical impact, this
research could increase and add to the existing volume of literature available
on the study of Nigerian Pidgin English and advertising. This could in turn
lead to further investigations, thereby expanding existing depth of knowledge
and at the same time, exposing certain areas that require further
investigation.
The
study will contribute significantly to huge amount of available literatures on
language and communications. It will provide important understanding of the manner
in which programs are presented and should be presented for the best
understanding of the audience in the radio broadcasting industry. It will help
widen our knowledge to understanding other originated language like the Pidgin
language academically. Not with standing were a person is from, academics
broaden ones knowledge of understanding. The understanding will equip students
of communication in best practice towards understanding the meaning they attach
to particular thing in communication.
This study will enhance the existing
body of literature by contemplating the areas of the literature that have not
yet been examined or considered and incorporating these factors into the
current study. The study will thus form the basis for further studies in the field.
1.6 SCOPE
OF THE STUDY
The scope of this study is restricted toaudience perception of
Pidgin English usage in broadcast media.
A questionnaire was used for the purpose of this study and the sample
population are radio audiences in Ikeja LGA of Lagos state. The researchers
restrict this study to 30 radio audiences in Ikeja LGA of Lagos state because
to the limited resources available and the time constraints.
1.7 LIMITATION
OF THE STUDY
Some of the major
constraints the researchers encountered in putting up this research include
lack of time, lack of willingness to give information by respondent and also
limited resources.
1.8
DEFINITION OF TERMS
Audience Perception: Audience perception, which is the
focal point of this study, is employed to denote the attitude, view, opinion
and assessment of advertisements which they are constantly exposed to through
the major broadcast media outfit operational in the environment of study.
Pidgin English: In the context of this study, Pidgin
English is a non-specific name used to refer to any of the many pidgin
languages derived from mainly from Standard English language and two or more
dominant languages present among the intended users. The researcher chooses to
call Nigerian Pidgin English as NigPE or NPE in the context of this study.
Advertisements: In the framework of this study,
advertisements are the direct messages or sort of notice disseminated by the
broadcast media channels such as radio and television, informing or telling
consumers and potential consumers about the availability of products or
services as well as necessary information needed to purchase or have access to
them. However, it is used interchangeably with the conceptual word
“advertising”.
Broadcast Media: In the context of this research, are
the modern channels of mass communication that disseminates its messages via
electromagnetic waves, through the sky.