EFFECTIVENESS OF INDIGENOUS LANGUAGE IN COMMUNICATING FLOOD PREVENTION MESSAGES IN AWKA NORTH LOCAL GOVERNMENT AREA, ANAMBRA STATE

Abstract

Flooding remains one of the most recurrent and devastating natural disasters in Nigeria, particularly in Anambra State, where communities in Awka North Local Government Area are highly vulnerable. Despite various campaigns, preventive practices remain weak, raising questions about the effectiveness of communication strategies. This study examined the effectiveness of indigenous language in communicating flood prevention messages in Awka North. Anchored on the Diffusion of Innovations Theory and Cultural Relevance Theory, the study employed a survey design with a sample of 383 residents selected through multistage sampling. Data were collected using a structured questionnaire and analysed with descriptive statistics. Findings revealed that although residents had received flood prevention messages in Igbo, most of them reported that they rarely encountered such messages, indicating limited exposure. Comprehension levels were high. The finding also revealed that residents are motivated to take preventive action by Igbo messages. The study identifies lack of standard Igbo terms for technical concepts as the major barrier in communicating flood prevention messages in indigenous Language. The study concludes that indigenous language significantly enhances comprehension and motivates behavioural change in flood prevention but remains underutilised in formal communication efforts. It recommends institutionalising Igbo in disaster communication, developing standardised technical terms, prioritising community-based channels, and expanding indigenous language use in mass media.