Be it in developed or developing countries, communication without related and relatable language is meaningless in times of conflict or crisis. Since time immemorial, communication has been an essential tool in times of epidemics and pandemics. Where it is difficult to communicate properly, containing the trends of identified diseases has usually been difficult. No one imagines that the world will experience another pandemic named COVID 19, which has been part of life after years of reducing its spread.
Similar to other scholars in the Global North who researched the use of various languages during the behavioural change campaign during the pandemics, Dr. Israel Fadipe and Professor Abiodun Salawu, who are staff of the North West University, South Africa, also made efforts to understand how Africans, through Nigerians and South Africans, embraced pandemic campaign messages where their indigenous languages were used.
According to one of their studies, published in the Catalan Journal of Communication & Cultural Studies and available to us, the researchers used a mixed-method design with a triangulation approach to gather data on digital sources, health messages, and the use of African Indigenous language media in digital health messaging.
The researchers note that the COVID-19 pandemic has heightened health awareness, particularly in the digital age. Therefore, there is a need for the examination of COVID-19 digital sources, health message types, and the use of African Indigenous language media in health messages. Results showed that interactive digital sources mostly included preventive messages on social distancing and personal hygiene, but African Indigenous languages were also used to spread fake news.
The study found that WhatsApp, Facebook, and online newspapers were the most used digital sources for accessing COVID-19 messages in Nigeria and South Africa. Health web/blogs, Telegram, and YouTube were the least used. Most respondents were ICT literate, but women (41.2%) were less likely to use ICT than men (50.8%). These online sources allowed respondents to share and receive healthcare solutions using text, sound, and sight.
Researchers found that COVID-19 digital health messages received through digital sources were most received about social distancing, handwashing, and sanitization, while messages about vaccination, sensitization, caution, and face mask use were least received. The use of face masks was a controversial issue, possibly due to restrictions on freedom and misinformation on social media. Young, energetic respondents may prefer stricter health guidelines.
The study reveals that the use of Indigenous languages, music, and storytelling formats in COVID-19 digital health messages has significantly enhanced respondents’ ability to use them. However, the use of Indigenous drama/theatre, traditional Indigenous institutions, and traditional attire were the minor media that enhanced the use of these messages. Most respondents agreed that African Indigenous languages motivated them to use these messages, as they have the power and strength to communicate important health messages effectively.
The nuances of African Indigenous languages can aid in the reception of information that people cannot find in other languages, reflecting in the choice of expressions, sense of identity, and creation and reproduction of meanings. The use of other African Indigenous language media, such as music, storytelling, drama, and traditional dressings, reinforces the supremacy of African Indigenous languages. However, the media researcher cautioned that people still do not believe the messages they hear, which is not a problem of the digital media or mainstream media, but rather a fundamental factor of trust in government.
The study reveals that the use of Indigenous language in COVID-19 messages is the most motivating factor for respondents. Indigenous language, music, storytelling, traditional African institutions, and attires are all used to raise awareness and trust in the pandemic. The use of these languages in digital health information helps African people feel a sense of belonging and engage in activities. The portrayal of African people in health messaging appeals to their sociocultural reality, allowing them to relate to the content and increase their engagement with the message. This approach helps to create a sense of belonging and connection with the pandemic.
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