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LOCALIZING MEDIA CONTENTS
AS A STRATEGY FOR
SUSTAINABLE DEVELOPMENT
by
Emmanuel Olumuji & Helen Bodunde
Department of Communication and General Studies
Federal University of Agriculture, Abeokuta, Ogun State
INTRODUCTION
3
 Information is a crucial ingredient
in any society. No society can
function without information.
 Information flow through the
media can affect people’s idea,
monitor people’s actions and
create change.
STATEMENT OF PROBLEM
English language is the official language in Nigeria.
It looks like virtually everyone can communicate
with the language, however, the fact still remains
that there are many in rural areas who are yet to
gain mastery of the language. This is so because
passing out information that is not clearly
understood would in return make no impact or
meaning to the listening audience. 4
OBJECTIVE
This study seeks to examine the information
gap people face especially when they are not
in tuned with the language of information
dissemination such as sensitisation
programmes by the media is not the language
that is truly understood by all.
5
COMMUNICATION
Communication is the
process of sharing
information, ideas and
attitudes.
Every communication be it
interpersonal, group or
mass is targeted at
influencing the receiver of
the message (Bodunde,
2005)
• Communication is continuous
• It is transactional
7
COMMUNICATION
Source: Foulger, 2004
MASS MEDIA
• Electronic media are mechanically or technically operated devices.
e.g. radio and television.
• Internet
8
• The print media involve the
pressing of ink on paper
e.g. books and print
newspaper
LOCALIZING MEDIA CONTENTS
• Communicating in the indigenous languages present in a
society enhances social cohesion, better understanding and
encourages participation (Salawu, 2009).
• The use of indigenous languages in presenting messages has
proven to be quite effective due to the fact that it reaches
more rural areas and is well understood by the audience
(Manyozo, 2009).
9
Promotion of Indigenous Language in Nigeria
• Civil societies and media practitioner need to key into these
idea to effectively communicate development messages to
the target audience.
• Messages or media content delivered using indigenous
languages get to the people in forms they know and
understand.
• The use of indigenous language and method increase the
credibility and acceptance of the message and their impact on
the people will be more.
10
Localizing Media in Nigeria
• The concept of local media are media channels owned,
controlled and managed by the people, organization or
government in a locality serving primarily the interest of that
area.
• Forms of local media are community newspaper, radio and
viewing centres.
• In most cases they are not established for profit but to give
voice to the poor and rural people in the society
• It promotes dialogue between the people in community and
civil societies and/or the government.
11
COMPUTER-MEDIATED COMMUNICATION (CMC)
CMC is any human communication that occurs through the use of two
or more electronic devices.
The language of the youth is computer language.
CMC is widely discussed in language learning because CMC provides
opportunities for youths who are computer natives to be informed in
their language.
FORMS OF
TECHNOLOGY-
MEDIATED
COMMUNICATION
1. Email
2. Texting
3. Instant
Messaging
4. Social
Networking
5. Tweeting
6. Blogs
7. Video
Conferencing
•Video Conferencing
Development Messages and Computer
• CMC is not just a tool; it is the technology, medium, and
engine of social relations and sustainable development.
• The language of the Internet in becoming an important
literacy in today’s use and there is need to recognize the pros
and cons of its use which is brought about by CMC in
education and our everyday communication.
14
THEORETICAL
FRAMEWORK
Agenda-Setting Theory
• Maxwell McCombs and Donald L. Shaw in 1972/1973 states that the media are
not always successful in telling us what to think, but they are quite successful at
telling us what to think about. An agenda is an issue or subject of discussion
• The theory is geared towards looking at the role played by the media in the use
of indigenous languages and local media for Sustainable Development Goals.15
CONCLUSION
• The paper concludes that the use of indigenous languages in
information dissemination is the key to enhancing
understanding of the message and encouraging participation
in development processes.
• The media still have a huge gap to fill and role to play as
touching the revitalization/development of our indigenous
languages especially those languages in the face of
endangerment
16
RECOMMENDATIONS
• Civil societies and the government should package and produces advocacy
messages in indigenous languages to ensure better understanding and
acceptance of the message.
• SDG stakeholders should adopt the use of local media for information
dissemination, this will encourage more participation for all parties involved in
the development process.
• Civil Societies and Government should bridge the gaps in the implementation
of the SDGs through youth engagement on the Internet. SDG messages should
also be packaged in Internet language and disseminated in computer format.
• The government should give a free hand to the media in carrying out their
duties; this involve abolishing obnoxious laws and unnecessary laws
• The government should view the media as part and parcel of government.
17
SELECTED REFERENCES
18
• Asemah, E. S. and Gambo, S. 2016. Public Perception of the Influence of Online
Newspapers on the Readership of Traditional Newspapers. Lapai Journal of
Languages, Literatures and Communication Studies, 3 (1):1-21.
• McQuail, D. 2005. McQuail’s Mass Communication Theory (5th ed). London: Sage
Publications.
• Nwabueze C. 2005. Mass Media and Community Mobilization for Development: An
Analytical Approach. International Journal of Communication, 1597-4324.
• Olaifa, T. 2016. The Media and the Fight against Trafficking in Person and Child
Labour in Nigeria. Journal of Law, Policy and Globalization 54(1): 81-86.
• Singh, J. K. 2009. Modern Journalism Issues and Trends. New Delhi: A.P.H.
Publishing Company.
T
H
A
N
K
YOU
FOR
LISTENING
19
Question(s), Comment(s) and/or Contribution

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Localizing Media for Sustainable Development

  • 1.
  • 2. LOCALIZING MEDIA CONTENTS AS A STRATEGY FOR SUSTAINABLE DEVELOPMENT by Emmanuel Olumuji & Helen Bodunde Department of Communication and General Studies Federal University of Agriculture, Abeokuta, Ogun State
  • 3. INTRODUCTION 3  Information is a crucial ingredient in any society. No society can function without information.  Information flow through the media can affect people’s idea, monitor people’s actions and create change.
  • 4. STATEMENT OF PROBLEM English language is the official language in Nigeria. It looks like virtually everyone can communicate with the language, however, the fact still remains that there are many in rural areas who are yet to gain mastery of the language. This is so because passing out information that is not clearly understood would in return make no impact or meaning to the listening audience. 4
  • 5. OBJECTIVE This study seeks to examine the information gap people face especially when they are not in tuned with the language of information dissemination such as sensitisation programmes by the media is not the language that is truly understood by all. 5
  • 6. COMMUNICATION Communication is the process of sharing information, ideas and attitudes. Every communication be it interpersonal, group or mass is targeted at influencing the receiver of the message (Bodunde, 2005)
  • 7. • Communication is continuous • It is transactional 7 COMMUNICATION Source: Foulger, 2004
  • 8. MASS MEDIA • Electronic media are mechanically or technically operated devices. e.g. radio and television. • Internet 8 • The print media involve the pressing of ink on paper e.g. books and print newspaper
  • 9. LOCALIZING MEDIA CONTENTS • Communicating in the indigenous languages present in a society enhances social cohesion, better understanding and encourages participation (Salawu, 2009). • The use of indigenous languages in presenting messages has proven to be quite effective due to the fact that it reaches more rural areas and is well understood by the audience (Manyozo, 2009). 9
  • 10. Promotion of Indigenous Language in Nigeria • Civil societies and media practitioner need to key into these idea to effectively communicate development messages to the target audience. • Messages or media content delivered using indigenous languages get to the people in forms they know and understand. • The use of indigenous language and method increase the credibility and acceptance of the message and their impact on the people will be more. 10
  • 11. Localizing Media in Nigeria • The concept of local media are media channels owned, controlled and managed by the people, organization or government in a locality serving primarily the interest of that area. • Forms of local media are community newspaper, radio and viewing centres. • In most cases they are not established for profit but to give voice to the poor and rural people in the society • It promotes dialogue between the people in community and civil societies and/or the government. 11
  • 12. COMPUTER-MEDIATED COMMUNICATION (CMC) CMC is any human communication that occurs through the use of two or more electronic devices. The language of the youth is computer language. CMC is widely discussed in language learning because CMC provides opportunities for youths who are computer natives to be informed in their language.
  • 13. FORMS OF TECHNOLOGY- MEDIATED COMMUNICATION 1. Email 2. Texting 3. Instant Messaging 4. Social Networking 5. Tweeting 6. Blogs 7. Video Conferencing •Video Conferencing
  • 14. Development Messages and Computer • CMC is not just a tool; it is the technology, medium, and engine of social relations and sustainable development. • The language of the Internet in becoming an important literacy in today’s use and there is need to recognize the pros and cons of its use which is brought about by CMC in education and our everyday communication. 14
  • 15. THEORETICAL FRAMEWORK Agenda-Setting Theory • Maxwell McCombs and Donald L. Shaw in 1972/1973 states that the media are not always successful in telling us what to think, but they are quite successful at telling us what to think about. An agenda is an issue or subject of discussion • The theory is geared towards looking at the role played by the media in the use of indigenous languages and local media for Sustainable Development Goals.15
  • 16. CONCLUSION • The paper concludes that the use of indigenous languages in information dissemination is the key to enhancing understanding of the message and encouraging participation in development processes. • The media still have a huge gap to fill and role to play as touching the revitalization/development of our indigenous languages especially those languages in the face of endangerment 16
  • 17. RECOMMENDATIONS • Civil societies and the government should package and produces advocacy messages in indigenous languages to ensure better understanding and acceptance of the message. • SDG stakeholders should adopt the use of local media for information dissemination, this will encourage more participation for all parties involved in the development process. • Civil Societies and Government should bridge the gaps in the implementation of the SDGs through youth engagement on the Internet. SDG messages should also be packaged in Internet language and disseminated in computer format. • The government should give a free hand to the media in carrying out their duties; this involve abolishing obnoxious laws and unnecessary laws • The government should view the media as part and parcel of government. 17
  • 18. SELECTED REFERENCES 18 • Asemah, E. S. and Gambo, S. 2016. Public Perception of the Influence of Online Newspapers on the Readership of Traditional Newspapers. Lapai Journal of Languages, Literatures and Communication Studies, 3 (1):1-21. • McQuail, D. 2005. McQuail’s Mass Communication Theory (5th ed). London: Sage Publications. • Nwabueze C. 2005. Mass Media and Community Mobilization for Development: An Analytical Approach. International Journal of Communication, 1597-4324. • Olaifa, T. 2016. The Media and the Fight against Trafficking in Person and Child Labour in Nigeria. Journal of Law, Policy and Globalization 54(1): 81-86. • Singh, J. K. 2009. Modern Journalism Issues and Trends. New Delhi: A.P.H. Publishing Company.