A big data study of language use and impact in radio broadcasting in China

Ruihua Zhang, Jincheng Zhou, Tao Hai, Shixue Zhang, Marvellous Iwendi, Mohd Asif Shah and Jude Osamor 2023. A big data study of language use and impact in radio broadcasting in China. Journal of Cloud Computing: Advances, Systems and Applications. 12 28. https://doi.org/10.1186/s13677-023-00399-6

TitleA big data study of language use and impact in radio broadcasting in China
TypeJournal article
AuthorsRuihua Zhang, Jincheng Zhou, Tao Hai, Shixue Zhang, Marvellous Iwendi, Mohd Asif Shah and Jude Osamor
Abstract

Broadcasting more educating and language-reviving contents are ways radio stations can help revitalize the use of the English language in the Hunan province of China. The challenges faced in communicating in English in Chinese radio stations are majorly caused by the lack of language professionals and linguists in the broadcast stations. The absence of these professionals is a major constraint to the development of the community. The broadcast media can help manage multilingualism through the introduction of new words which would give little or no room for lexicon dearth but would expand the language lexicon. Using the English language during broadcast reduces language dearth, and helps reach a much larger audience, even those not in China. Programmes anchored in English in places where the language is barely spoken enhances the vocabulary, comprehension and language vitality of the listeners. This study examined the impact of the English language used in radio broadcasting using a descriptive Big Data survey research design. The study’s population comprises of the inhabitants of the Hunan province in China, from which a sample of 50 broadcast staff and 150 regular inhabitants was drawn using a stratified random sampling technique. The instrument of data collection was a structured questionnaire with closed questions and a self-structured interview. The sample employed frequency distribution tables, percentages, and charts in the presentation and analysis of data. The results revealed that majority of the respondents in Hunan listened to radio broadcast indicating that the use of English language can have massive impact on the people. The study also found that majority of the respondents use their indigenous languages in their day-to-day activities as well as their schools with English being used majorly only in schools with only English-speaking students. The study recommends, amongst others, that the Broadcasting Corporation of China (BCC) review their policy on the allocated time of broadcast in English languages, and that more English language experts and linguists should be incorporated into the broadcast system.

Article number28
JournalJournal of Cloud Computing: Advances, Systems and Applications
Journal citation12
ISSN2192-113X
Year2023
PublisherSpringer Nature
Publisher's version
License
CC BY 4.0
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.1186/s13677-023-00399-6
Web address (URL)http://dx.doi.org/10.1186/s13677-023-00399-6
Publication dates
Published03 Mar 2023

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