CHAPTER ONE

GENERAL INTRODUCTION

Introduction

This study investigates the audience reaction to pidgin news on radio in Bamenda, North West Region of Cameroon. The significance of this study lies in its potential to provide insights into the impact of pidgin news on radio audiences in Bamenda, and to contribute to the existing body of knowledge on the role of pidgin language in mass communication. Cameroon, a multilingual country with over 200 languages, has a complex linguistic landscape (Mbah E.M. 2018). Pidgin English, also known as Kamtok, has emerged as a widely spoken language, particularly in urban areas. The use of pidgin English in news broadcasts on radio stations in Bamenda has become increasingly popular, with many listeners tuning in to listen to news presented in this language. Despite the growing importance of pidgin news on radio in Bamenda, there is a lack of research on audience reaction to this type of news. This study aims to fill this knowledge gap by exploring the perceptions and attitudes of radio listeners towards pidgin news on radio in Bamenda. The study is relevant because it seeks to understand the impact of pidgin news on radio audiences in Bamenda, and to identify the factors that influence their reactions. The findings of this study will contribute to a deeper understanding of the complex dynamics of language, culture, and communication in the North West Region of Cameroon. ( Todd L.1982, Schroeder A. 2003)

This chapter provides an overview of the research topic, background, and context, setting the stage for the rest of the study. The next chapter will review the literature on pidgin language, mass communication, and audience research, providing a theoretical framework for the study.

1.1 Background of Study

Cameroon, a multilingual country with over 200 languages, has a complex linguistic landscape ( Ethnologue 2022, Kouega J.P 2007). Pidgin English, also known as Kamtok, has emerged as a widely spoken language, particularly in urban areas. With its origins dating back to the colonial era, Pidgin English has evolved into a vital means of communication among Cameroonians from diverse linguistic backgrounds. Radio, as a medium of mass communication, has played a crucial role in disseminating news and information to the masses in Cameroon. With its wide reach and accessibility, radio has become a popular source of news, entertainment, and education.

With reference to the 1990 law on social communication in Cameroon, also known as Law No. 90/052 of December 19, 1990, relates to freedom of mass communication. This law guarantees the right to freedom of expression and opinion, allowing individuals to hold opinions and express ideas freely without fear of oppression or suppression. The law grants individuals the freedom to seek, receive, and impart information and ideas of all kinds, regardless of frontiers, either orally, in writing, or print, in the form of art, or through any media of their choice.

It led to the liberalization of the mass media sector, allowing for the creation of private radio and television stations, newspapers, and other forms of media. This has resulted in a significant increase in the number of media outlets in Cameroon. While the law guarantees freedom of expression, it also provides for certain restrictions, such as protecting national security, public order, public health, and public morals. The government has the authority to restrict the enjoyment of these rights in certain circumstances.

To operate a mass media organ, individuals or organizations must obtain a license from the Minister in charge of communication, following the payment of required charges, taxes, and stamp duties. The law provides for procedures to be followed in cases of defamation or libel, including the requirement for a rejoinder before proceeding to court. The government has mechanisms in place to regulate the media, including the National Communication Council, which oversees the media sector and ensures compliance with the law.

Overall, the 1990 law on social communication has played a significant role in shaping the media landscape in Cameroon, promoting freedom of expression, and allowing for the growth of private media outlets. However, the law also provides for certain restrictions and regulations to ensure that the media operates within the bounds of national security, public order, and public morals. In Bamenda, the North West Region’s capital, radio stations like Radio Hot Cocoa have become an integral part of the community, providing news, music, and cultural programs to listeners.

Radio Hot Cocoa, in particular, has gained popularity for its pidgin news broadcasts, which cater to the linguistic preferences of its listeners. As a case study, Radio Hot Cocoa offers a unique opportunity to explore audience reactions to pidgin news on radio, shedding light on the complex dynamics of language, culture, and communication in the North West Region of Cameroon.

1.1.1 Historical Context of Pidgin English in Cameroon

 Pidgin English also known as Kamtok in Cameroon dates back to the 19th century, when European traders and colonizers first arrived on the coast of Cameroon (Ardener, 1996). As a result of this contact, a pidgin language emerged as a means of communication between the Europeans and the local population (Todd, 1982). During the German colonial period (1884-1916), over time, Pidgin English became a widely used language for trade and commerce (Chumbow, 1980). The Germans also introduced Christianity, which further spread the use of Pidgin English (Echu, 2003).After World War I ,Cameroon became a mandated territory of the League of Nations, and was administered by Britain and France (Kofele-Kale, 1981). This period saw the introduction of English and French as official languages, but Pidgin English continued to thrive as a lingua franca (Alobwede, 1998).Today, Pidgin English is an integral part of Cameroonian culture and identity, with an estimated 50% of the population speaking it as a first or second language (Echu, 2003).

1.1.2 Cultural Significance of Pidgin English

Pidgin English plays a significant role in Cameroon’s cultural identity, serving as a lingua franca that bridges ethnic and linguistic divides (Todd, 1982). It is widely used in informal settings, such as markets, bars, and social gatherings, and is often preferred over formal languages like English and French (Koenig, 1983). Pidgin English has also become an integral part of Cameroon’s popular culture, featuring prominently in music, film, and literature (Echu, 2003). Many Cameroonian musicians, such as Manu Dibango and Richard Bona, have used Pidgin English in their songs, while writers like Mongo Beti and Ferdinand Oyono have incorporated it into their literary works. Pidgin English serves as a symbol of resistance and identity for many Cameroonians, particularly in the Anglophone regions (Nyamnjoh, 2005).

1.1.3 History of Pidgin English on Radio

Pidgin English has been used on radio in Nigeria for decades, particularly in informal settings and among the youth.

Early beginnings. Pidgin English emerged as a lingua franca in Nigeria during the colonial era, and its use on radio dates back to the early days of broadcasting in the country.

Popularization. In the 1990s and 2000s, Pidgin English gained more prominence on radio, particularly with the rise of private FM stations. Stations like Wazobia FM, which launched in 2007, began broadcasting entirely in Pidgin English, making it a popular medium for communication among diverse groups.

Current state. Today, many radio stations in Nigeria use Pidgin English in their programming, including news, entertainment, and talk shows. This has helped to increase accessibility and engagement, particularly among younger audiences and those who may not speak standard English fluently.

Radio Broadcasting. With the advent of radio broadcasting in West Africa, Pidgin English became a popular medium for reaching a wider audience, particularly in Nigeria.

Wazobia FM. Launched in 2007, Wazobia FM is a notable example of a radio station broadcasting entirely in Pidgin English, targeting a young audience and covering news, entertainment, and culture.

Increased Accessibility. Pidgin English news on radio makes information more accessible to a broader audience, including those who may not speak standard English fluently.

Cultural Relevance. Pidgin English is deeply ingrained in West African culture, and its use on radio helps to connect with listeners in their native language.

1.1.4 Role of Radio in News Dissemination

Radio has played a vital role in news dissemination, particularly in developing countries where access to other forms of media may be limited (Myers, 2013). Radio’s widespread reach and accessibility make it an effective tool for disseminating news and information to diverse audiences (Boulos, 2005). Radio’s role in news dissemination includes. Providing timely and accurate information. Radio stations can quickly disseminate news and updates, helping to keep audiences informed about current  events (Katz, 2013). Reaching remote and marginalized communities. Radio signals can reach remote and marginalized communities, providing them with access to news and information that might otherwise be unavailable (Mody, 2013). Promoting public discourse and debate. Radio talk shows and discussion programs can foster public discourse and debate, helping to promote critical thinking and civic engagement (Napoli, 2011).

1.1.5 Case Study

Radio Hot Cocoa. A Radio Station in Bamenda, Cameroon

Background.Radio Hot Cocoa is a community radio station based in Bamenda, Cameroon. The station was established in 2010 with the aim of providing a platform for local news, information, and entertainment.

Objectives. The station’s objectives are to Provide accurate and timely information to the local community. Promote local culture and talent. Foster community engagement and participation.

Methodology.The station uses a combination of news, music, and interactive programs to achieve its objectives. The station’s programming includes. Local news and current affairs. Music and entertainment programs. Interactive call-in shows and town hall meetings.

Impact. Radio Hot Cocoa has had a significant impact on the local community. The station has Provided a platform for local voices and opinions. Promoted local culture and talent.Fostered community engagement and participation.

Challenges. Despite its successes, Radio Hot Cocoa faces several challenges, including, Limited funding and resources. Competition from other media outlets. Regulatory challenges.

Conclusion. Radio Hot Cocoa is a successful community radio station that has made a significant impact on the local community. The station’s commitment to providing accurate and timely information, promoting local culture and talent, and fostering community engagement and participation has earned it a loyal following.

Source, Radio Hot Cocoa. Bamenda Online. (2020). Radio Hot Cocoa: Promoting culture and community development. (Cameroon Radio Television 2019).  A voice for the community (International Journal of Communication 2018). Community radio in Africa: A case study of Radio Hot Cocoa in Cameroon.

1.2 Statement of the Problem

Despite the growing importance of pidgin news on radio in Cameroon, there is a significant knowledge gap in existing research on audience reaction to pidgin news in the University of Bamenda. Previous studies have focused primarily on the linguistic and cultural aspects of pidgin English, with little attention paid to its impact on radio audiences. This study aims to address the following specific problems: Lack of understanding of how pidgin news on radio influences audience engagement and perception. Limited research on the role of pidgin news on radio in shaping public opinion and influencing social attitudes in the region. Insufficient data on the demographic characteristics of radio listeners who prefer pidgin news on radio. Limited understanding of the factors that influence audience preference for pidgin news on radio in the region. By addressing these gaps in knowledge, this study aims to contribute to a deeper understanding of the complex dynamics of language, culture, and communication in the North West Region of Cameroon

1.3 Research Questions

1.3.1 Main problem

What are the audience perception and reaction to Pidgin news on Radio Hot Cocoa in Bamenda, North West Region of Cameroon?

1.3.2 Specific problem

1. What are the popular Pidgin English news programs that are listened to?
2. What are the audience perception of the credibility and reliability of Pidgin news on radio?
3. To what extent does Pidgin news on Radio influence the audience’s knowledge, attitudes, and behaviors on current events and issues?

1.4 Objectives of Study

1.4.1 Main objective

To examine the audience perception and reaction to Pidgin news on radio.

Specific objective

1. To identify the most popular pidgin English news audience listen to.
2. To examine the audience perception of the credibility and reliability of pidgin news.
3. To identify the extent to which pidgin news can influence the audience knowledge, attitude, behavior on current events