An investigation of indigenous language use in political campaigns in Oron Local Government Area, Akwa Ibom State.
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Background of the Study:
Political campaigns are arenas for public persuasion, where language plays a strategic role. In Oron Local Government Area, Akwa Ibom State, the deliberate use of indigenous languages during political campaigns helps politicians connect with local cultural identities. Politicians who incorporate indigenous rhetoric often build stronger trust and rapport with their constituents (Etim, 2023; Aniekan, 2024). This approach not only makes political messages more accessible but also reinforces cultural pride. However, challenges such as misinterpretation and selective messaging may arise. Understanding how indigenous language use influences voter behavior and campaign effectiveness is crucial in a multicultural setting (Ibrahim, 2023).
Statement of the Problem:
While indigenous language use in political campaigns is seen as a tool for enhancing voter engagement, limited empirical research exists on its impact in Oron. The absence of systematic studies on its effectiveness, along with issues of misinterpretation and inconsistent usage, necessitates a detailed investigation (Aniekan, 2023).
Objectives of the Study:
- To assess the extent of indigenous language use in political campaigns.
- To evaluate the impact of indigenous language rhetoric on voter engagement.
- To identify challenges and propose strategies for effective language integration in political campaigns.
Research Questions:
- How is indigenous language used in political campaigns in Oron?
- What impact does indigenous language use have on voter engagement and participation?
- What challenges are associated with employing indigenous language in political discourse?
Research Hypotheses:
- Indigenous language use in political campaigns positively influences voter engagement.
- Politicians using indigenous language rhetoric gain higher levels of voter trust.
- Addressing language-related challenges enhances the effectiveness of political communication.
Significance of the Study:
This study elucidates the role of indigenous language in political communication. Its findings will inform political strategists and policymakers on integrating indigenous language to foster inclusive and effective electoral processes, thereby enhancing voter engagement and community representation.
Scope and Limitations of the Study:
This study is confined to investigating indigenous language use in political campaigns within Oron Local Government Area, Akwa Ibom State. It focuses on campaign strategies, voter engagement, and associated challenges, with limitations including variability in campaign messaging and exclusion of broader national political influences.
Definitions of Terms:
- Indigenous Language: The native language spoken by the local community.
- Political Campaign: Organized efforts by candidates or parties to influence public opinion and secure electoral victory.
- Voter Engagement: The active participation and involvement of voters in the political process.
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