An Evaluation of Pragmatic Strategies in Nigerian Health Communication: A Study of Public Service Announcements
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Background of the Study
Public service announcements (PSAs) in Nigerian health communication play a crucial role in disseminating important public health information and influencing behavioral change. This study evaluates the pragmatic strategies employed in Nigerian PSAs to determine how language is used to promote health awareness and encourage positive actions. PSAs typically incorporate clear directives, persuasive language, and culturally appropriate politeness markers to ensure that messages are received effectively by diverse audiences (Okeke, 2023). Health communication in Nigeria often faces challenges such as low literacy levels and regional language diversity, making the strategic use of pragmatic devices essential for clarity and comprehension (Afolabi, 2024). By analyzing a corpus of radio and television PSAs, along with digital campaigns, this research examines how health messages are framed, the role of tone and style in persuasive communication, and the impact of these strategies on public response. The study also explores how crisis situations—such as epidemics—affect the choice of pragmatic devices in health messaging, thereby contributing to the optimization of communication strategies in public health contexts (Ibrahim, 2025).
Statement of the Problem
Despite the critical importance of effective health communication, there is limited research on the pragmatic strategies used in Nigerian PSAs. Inconsistencies in language use, such as unclear directives or inappropriate politeness markers, can lead to misinterpretation of health messages (Okeke, 2023). This gap hinders efforts to design PSAs that maximize public understanding and behavioral change. Additionally, regional differences and varying literacy levels complicate the standardization of pragmatic approaches in health messaging. Without systematic analysis, health authorities may struggle to refine their communication strategies during public health crises (Afolabi, 2024). This study aims to address these gaps by evaluating the pragmatic devices in PSAs and recommending improvements for more effective health communication (Ibrahim, 2025).
Objectives of the Study:
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To identify key pragmatic strategies in Nigerian health PSAs.
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To assess their impact on message clarity and public response.
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To recommend improvements for future health communication campaigns.
Research Questions:
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What pragmatic devices are used in Nigerian health PSAs?
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How do these devices affect audience understanding?
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What strategies can enhance the effectiveness of health messaging?
Significance of the Study
This study is significant as it evaluates the pragmatic strategies in Nigerian health communication, providing insights to improve the effectiveness of public service announcements. The findings will benefit health policymakers, communication specialists, and educators by informing the design of clear, persuasive health messages, ultimately contributing to better public health outcomes (Ibrahim, 2025).
Scope and Limitations of the Study:
This study is limited to health PSAs broadcast in Nigeria and does not cover other forms of health communication or international campaigns.
Definitions of Terms:
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Pragmatic Strategies: Techniques used to achieve effective communication in context.
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Public Service Announcements: Official messages aimed at informing the public about health issues.
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Health Communication: The process of conveying health-related information to the public.
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