Academic Journal of Current Research

Broadcasting Indigenous Knowledge In The Digital Age: Navigating Icts, Ai, And Big Data Challenges

Bufumoh, Akpoebi Alex (Ph.D)

Department of Mass Communication, Niger Delta University, Wilberforce Island, Bayelsa State, Nigeria1

Nikade, Akpoabowei Anderson (Ph.D)

Department of Mass Communication, Niger Delta University, Wilberforce Island, Bayelsa State, Nigeria

Eke, Chigozi (Ph.D)

Department of Linguistics and Communication Studies, University of Port Harcourt, Rivers State, Nigeria

Keywords: Broadcasting, Indigenous Knowledge, Digital Age, ICTs, AI, Big Data

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Abstract

This study ascertained broadcasting indigenous knowledge in the digital age: navigating ICTs, AI and big data challenges. The technological meditation theory was anchored in this study. This study adopted an interpretivist research philosophy and employed a qualitative research design. The study population comprised members of indigenous communities in Rivers State, cultural custodians, language preservation practitioners, and community media stakeholders, estimated at 3,500 individuals according to community demographic reports and local administrative records. A sample size of 30 participants was selected, and the study made use a purposive sampling technique, additionally, a snowball sampling process supported the identification of further knowledgeable participants within community networks. Data were collected through e-mail interviews and were analysed using thematic analysis. The study found that ICTs play a significant role in both the transmission and preservation of indigenous knowledge by expanding its reach globally and enabling digital archiving. However, challenges such as cultural misrepresentation and the digital divide highlight the need for culturally sensitive and community-led initiatives to ensure authenticity and control over indigenous knowledge. While ICTs offer opportunities for knowledge dissemination, concerns about ownership and contextual accuracy remain critical. The study concluded that while ICTs offer valuable opportunities for the transmission and preservation of indigenous knowledge, careful attention must be given to issues of cultural misrepresentation and community control to ensure that these technologies are used in a way that respects the authenticity and integrity of indigenous cultures The study recommended that governments and organizations should promote community-based ICT initiatives to empower indigenous people in the preservation and transmission of their knowledge.