Bilingual Broadcasting (Igbo-English Mix) and Its Effects on Audience Comprehension in Enugu State, Nigeria

Bilingual broadcasting, particularly the mixing of Igbo and English in radio and television programming, has become a defining characteristic of broadcast media in Enugu State, Nigeria. Despite its prevalence, the relationship between this linguistic practice and audience comprehension remains empirically underexplored, especially within the specific sociolinguistic context of Southeast Nigeria. This study examined the effects of Igbo-English bilingual broadcasting on audience comprehension among broadcast media consumers in Enugu State. Anchored in Uses and Gratifications Theory and Sociolinguistic Code-Switching Theory, the study adopted a descriptive survey research design. A structured questionnaire was administered to 352 respondents selected through stratified random sampling from Enugu metropolis. Data were analysed using descriptive statistics, Pearson product-moment correlation, and multiple regression analysis via SPSS version 25. Findings revealed a significant positive relationship between Igbo-English bilingual broadcasting and audience comprehension (r = 0.61, p < 0.05). Respondents demonstrated higher comprehension scores for programmes with a balanced Igbo-English mix (M = 3.92, SD = 0.74) compared to predominantly English broadcasts (M = 3.21, SD = 0.81). Regression analysis further showed that the frequency of code-switching, familiarity with bilingual formats, and educational background collectively accounted for 47.3% of variance in comprehension scores (R² = 0.473, F(3, 348) = 104.12, p < 0.001). The study concludes that thoughtfully structured Igbo-English bilingual broadcasting significantly enhances message comprehension among audiences in Enugu State and recommends the adoption of standardised bilingual broadcasting policies by the National Broadcasting Commission and relevant state broadcasting organisations.