Global Media, Television, and the Americanization of Young Africans

This chapter examined the perception of young Africans on American values as portrayed in popular entertainment programs. This chapter examined use DSTV as a study example because it is the most popular digital-pay TV with the highest subscription in Africa. Furthermore, the objectives are: (1) To ascertain the major type of western programmes preferred on DSTV among young Africans, (2) To examine the perception of young Africans on whether these TV channels influence the adoption of western values. This research adopted the use of the survey method to achieve the objectives of the study. A value contribution of this chapter is that global television has created multiple media products that have unique elements of American culture, which will distort African values. Also, the influence of American values will have a snowball effect on African youths in different spheres of life.

Potentials of Indigenous Media Campaign Against HIV/AIDS

HIV/AIDS has become a challenge to every society all over the world. The indigenous media could serve as channels through which information dissemination about knowledge; prevention and treatment are used as weapons to curtail its devastating effect. Despite the advancement in media technologies, information about HIV/AIDS is still limited in the rural areas, as they seemed marginalized because of their socio-economic status as well as their literacy level. Therefore, this chapter examines how the grassroot media can be utilized effectively to reach the indigenous people in a way that their cultural values will reflect in all media campaign against HIV/AIDS. It was observed that health messages about HIV/AIDS could be disseminated effectively using the various indigenous media. Health message designers are therefore implored to take advantage of these indigenous media to generate local contents which could consequently be disseminated through the mediums of radio and television for wider reach.

Impact of Indigenous Language Media on Safe Motherhood Practices

This chapter examines the role of indigenous language media and how it has impacted safe motherhood practices in Lagos State. The objectives are to know how the media using indigenous languages have been able to reach more women and inform them on best practices on safe motherhood practices and whether professional health providers communicate in indigenous language to women during ante natal sessions. A questionnaire was administered on pregnant women and nursing mothers at a public general hospital in the state while nurses were interviewed on the use of indigenous language. The research was also carried out in three indigenous radio stations in Lagos. The study found that for Nigeria in general, and Lagos State in particular, to reduce maternal mortality rate and advance in safe motherhood practices, involvement of indigenous language media is imperative in giving women necessary information. The majority of the respondents answered that they would prefer health workers to speak in the local language.

Indigenous Communication and Traditional Health Practices Among the Yoruba During Pregnancy, Child Delivery, and Baby Caring

Communication is a vital aspect of human existence. It pervades man's existence and society, forming an integral part of human life. Communication is the means through which human beings express their feelings. Indigenous communication serves as the traditional means of conveying messages, all social and value exchanges of indigenous practice like the health practices. Traditional health practices include the use of knowledge skills, practices based on indigenous belief, experiences of culture used in maintenance of health-prevention, treatment and diagnosis in traditional health practices. This chapter examines and documents traditional health practices on how Yorùbás care for pregnancy, child delivery, and their babies. Such traditional health practices have existed since before the advent of modern health practices, thereby using indigenous communication for preservation and dissemination of valuable information that is significant for Yorùbá generations.

Exploring the Use of Indigenous Languages in Antenatal Care Sessions Among Mothers in Lagos State

This chapter examines the use of indigenous languages during antenatal care (ANC) sessions among mothers in Lagos state. Authors investigate factors that influence the use of indigenous languages, the most preferred mode of presentation, and how the languages affect reception, participation, and knowledge of mothers on safe motherhood practices. Using in-depth interviews with nurses and observations during the ANC sessions, the study found that indigenous languages engender participation and are effective in building self-esteem, trust, and confidence of mothers. Songs in the indigenous language, particularly Yoruba language, help mothers retain and recall safe motherhood messages easily. Mothers generally demonstrate their understanding during the question and answer sessions, while also serving as agents of information reinforcement among themselves using indigenous languages. In view of the occasional need for interpreters, the study recommends that health workers should be encouraged to take courses in indigenous languages within their region as a second language.

Health Education and Indigenous Language Media

Indigenous language health programmes have potentials to create knowledge, accelerate, and transform Nigeria's health burden narratives as well as create awareness on national health policies, goals, and objectives. This chapter takes the stand that not only is government disinterested in policy implementation, as suggested by the lack of practical synergy between government, policy implementation committee, and media organizations. Exploring the values of indigenous language in development media theory, this chapter sets out to demonstrate merits of media support in health policy execution via dynamics of indigenous language programmes towards achieving sustainable development goals. The chapter therefore recommends that constitutional gap in health provision should be bridged to eliminate the question of accountability at all levels and on the long run decentralize health education; and it will make it much easier for state government to embark on holistic health communication strategies that suits their geopolitical terrain.

The Language Challenge of Diabetes Information and Education in Nigeria's Multi-Lingual Setting

Diabetes is a major health challenge in the world, but it can be effectively managed or controlled through diabetes information and education. However, none has dwelt on the language dynamics of communication interactions despite the fact that Nigeria is a multi-lingual nation. Therefore, the study investigates the language challenges faced by persons living with diabetes (PLWDs) and diabetes educators (DEs) in the course of diabetes education in the urban and semi-urban centres of Nigeria. Qualitative methods used to gather information from 120 diabetes patients selected from three health facilities in Ogun and Lagos states. The findings reveal that most diabetes educators use the English language to educate their patients. Reason being that of ease, unavailability of most diabetes education materials in the local languages and a heterogeneous audience made up of different ethnic groups. It is recommended that diabetes educators use locally prepared pamphlets and materials for inclusiveness and good understanding of their patients.

Corporate Communication, Indigenous Languages, and Community Relations

This conceptual work examines corporate communication as a tool for coordinating universities' internal and external messages in Nigeria. It explores universities' attempts to harness, link-up, and interact with their publics. This chapter presents effective corporate communication as the unifying principle in many institutional decisions. It emphasizes that sometimes, universities' efforts to communicate effectively and profitably with their host communities end up in futility especially where indigenous language is a key environmental factor. University-neighbour relationship globally ought to be symbiotic and mutually-reinforcing. This chapter reviews scholarly commentaries on corporate communication, the relevance of indigenous language to community relations; and highlights in conclusion, the implications for universities in neglecting indigenous language during community engagements. It recommends that universities should motivate their employees to apply indigenous languages in enhancing understanding between the institutions and their host communities.

Handling of Sexually Offensive Expressions on Zimbabwe's Selected Radio Stations

Sexual and reproductive health-related communication in Africa is culturally regulated. This chapter analyses the handling of sexually offensive expressions on Zimbabwe's African language radio stations. The conceptual lens for this study is grounded in the indigenous knowledge systems perspective, which underscores indigenous communication systems as indispensable assets for African cultural communities. The chapter shows that African language radio stations are expedient channels for sexual and reproductive health-related communication in the contemporary society. However, this study shows the widespread use of inconceivable sexually explicit language and ineffective euphemisms in a manner that diminishes the relevance of the radio programmes. Therefore, the chapter maintains that it is imperative to remodel African language radio's language use conventions in programmes that relate to sexual and reproductive health issues in ways that match the cultural traditions of the respective audience.

Indigenous Language Media and Communication for Health Purposes in the Digital Age

All over the world, the issues of health and ill health have generated heightened attention among health professionals and communication experts. This is expected in view of the prevalence of increasingly life-threatening ailments. It is therefore not surprising that matters bordering on health have been elevated to the front burner of policy and decision making both at the national and multinational levels. This chapter, therefore, observes that the reason most health information doesn't get to the intended audiences and produce the desired effect is because they are not communicated in the most intelligible language to the people. Indigenous language media are potential channels through which health information could reach the grassroots where more than 70 percent of the nation's populations are resident. It also perceived that health communication could be made to produce more effect in this digital era as more citizen journalists could be raised to communicate in the indigenous language.