Media-Driven Intergenerational Dialogue: Analysing The Contributions Of African Independent Television'S Kakaki And Odenigbo To Indigenous Language Preservation Among Youths
OYEDELE, Oluwatobi Ajoke (PhD)
Department of Linguistics and Communication Studies, University of Port Harcourt, Rivers State, Nigeria
EKE, Chigozi (PhD).
Department of Linguistics and Communication Studies, University of Port Harcourt, Rivers State, Nigeria
Keywords: Media-driven Intergenerational Dialogue, AIT, Kakaki, Odenigbo, Indigenous Language, Preservation, Youths
Abstract
This study examined media-driven intergenerational dialogue: analysing the contributions of AIT's Kakaki and Odenigbo to indigenous language preservation among youths. The study anchored on communication accommodation theory. The study adopted an interpretivist research philosophy and employed a qualitative case study research design. The population of the study comprised approximately 1,200 youths aged 15 to 30 years who regularly watch AIT in Port Harcourt, Rivers State, according to audience demographic data provided by AIT (2024), representing a diverse mix of ethnic backgrounds and educational levels. A sample size of 120 participants, representing 10 percent of the total population, was purposively selected based on their regular viewership of Kakaki and Odenigbo and willingness to participate in the study. Purposive sampling was used to identify youths who could provide rich insights into how the programs influence indigenous language attitudes and intergenerational dialogue, while the process involved screening potential participants through a short survey to confirm their viewership and engagement with the programs. Data were collected through semi structured interviews and focus group discussions and the collected data were analysed thematically. The findings revealed that AIT’s Kakaki and Odenigbo significantly influenced youths’ attitudes toward indigenous language use, as participants consistently reported increased pride, confidence, and motivation to engage with their native languages, highlighting that regular exposure to culturally rich media content reshaped perceptions and fostered positive behavioural changes among youths. The study concluded that Kakaki and Odenigbo effectively enhanced youths’ attitudes toward indigenous languages, fostering pride, confidence, and active engagement that support sustained cultural and linguistic identity. The study recommended that AIT and other broadcast media continue to develop and expand indigenous language programs to strengthen youths’ positive attitudes and cultural engagement with native languages