ABSTRACT

This study examines the effectiveness of language choice in the media regarding the COVID-19 pandemic in Cameroon, particularly in rural communities. It explores how the language choice for disseminating COVID-19 information in these communities influences the population’s response. The study is guided by the Sapir-Whorf theory, which suggests that individuals’ subconscious agreement with their own language must be considered when conveying information. It utilizes a mixed-methods research approach, with a random selection of 308 participants from the communities of Batcham, Mbangassina, and Mouanko. The findings reveal that the media’s language choice significantly impacts people’s adherence to COVID-19 preventive measures. Consequently, the study recommends the use of indigenous languages for effective communication with people living in rural communities.

Keywords: COVID-19, indigenous languages, media, dissemination, information.

CHAPTER ONE

Introduction

The COVID-19 pandemic originated in Wuhan, China in December 2019 and was officially declared a pandemic in Cameroon on March 11th, 2020 (Ministry of Public Health, 2020). In response, the Ministry of Public Health issued a series of measures to limit the spread of the virus, urging the population to strictly follow WHO-recommended barrier measures such as handwashing, avoiding close contact, avoiding crowded areas, and implementing confinement measures, which included the closure of schools (Ministère de la Santé Publique Cameroun, 2020). By the end of 2020, Cameroon had reported approximately 2,069 confirmed cases and 448 deaths from COVID-19 (United Nations Office for the Coordination of Humanitarian Affairs, 2021).

Despite the government’s efforts to raise awareness about the pandemic, all information is disseminated in English and/or French, neglecting those who rely on their mother tongue or local languages for effective communication and information reception. Effective communication should consider the linguistic diversity of the country.

Linguistic Situation in Cameroon

Cameroon has a rich linguistic background, with approximately 280 languages spoken in the country (Simons, 2021; Sutton, 2013). Some communities are defined and identified by their language, while others share languages across community boundaries. Language experts have recognized the need to develop and utilize these multiple languages for more inclusive and effective communication.

According to Chumbow (2010), only about 20-40% of the African population is educated in official languages. In 2021, the rural population of Cameroon was estimated to be 1.17%, with a total rural population of about 11,339,005 (World Bank, 2022). The literacy rate in Cameroon is nearly 100% at the primary level, while secondary education has a 62% enrollment rate (Bertelsmann Stiftung, 2022), which aligns with the findings of this study.

Language Use in Cameroonian Media

Media plays a crucial role in society, reflecting and bridging the gap between the government and the people (Burke, 1999; Nyamnjoh & Fonchingong, 1996). During the COVID-19 pandemic, the population heavily relies on the media for up-to-date information. Providing accurate information in the appropriate language enables people to acquire knowledge and make informed decisions about their safety.

Unfortunately, most information about the pandemic in Cameroon is disseminated solely in English and French, without sufficient consideration for the use of local or indigenous languages, despite the presence of over 280 such languages in the country (Sutton, 2013).

Effective Communication

Effective communication is vital for information sharing between senders and receivers. The information shared must be received, understood, and elicit the desired outcome. Effective communication involves all stakeholders, including top-down, bottom-up, and horizontal communication among individuals at different levels (Burke, 1999). Without effective communication, there can be a lack of collaboration, misunderstanding, misinterpretation, and underdevelopment.

Communication and COVID-19

The National Development Strategy 2020-2030 aims to provide fair and universal access to healthcare and services, contributing to the development of a healthy and productive population (Dion, 2020). However, real access to healthcare and services requires access to information about them. Access to information and services can only occur when a common language is used between the parties involved. Considering the high illiteracy rates in rural areas, indigenous languages are the appropriate common languages. Community media should be involved in providing information in languages that resonate with the local population (Pradip, 2002).