Climate change poses significant challenges to environmental sustainability in Nigeria, threatening livelihoods and economic stability. While government and non-governmental organisations have initiated mitigation efforts, conventional strategies often fail to resonate culturally with grassroots communities. Anchored on Agenda-Setting and Cultural Theory, the study evaluates contribution of indigenous art forms utilised in the Nigerian broadcast as alternative and complementary tools for communicating climate change realities. The study adopts a mixed-method approach using qualitative content analysis and in-depth interview to evaluate selected programmes from Nigerian broadcast stations that incorporate indigenous artistic expressions related to environmental themes. A purposive sample of 20 programmes aired between 2020 and 2024 was analysed to identify patterns in message framing, symbolic representations, and calls to action. In-depth interviews with six broadcasters, climate advocates and cultural environmental communicators were also carried out to provide context, intent, design, and perceived impact of such content. Findings reveal that indigenous art forms adapted to modern broadcast formats not only simplify complex climate information but also engage audiences emotionally and symbolically, fostering greater connection to environmental issues than conventional scientific messaging. The study also found that the indigenous art forms bridge knowledge gaps, fosters environmental consciousness, and encourages sustainable livelihood practices. Furthermore, these artistic expressions often serve as communal archives of ecological wisdom, warning systems, and advocacy tools rooted in local cosmologies and sustainability ethics. The study concludes that integration of indigenous artistic expressions into climate communication efforts enhances awareness, education, local relevance, cultural ownership, behavioural change and participation in climate action.

Authors:
James Ashiekpe, University of Jos, Nigeria
Daniel Ngusha Chile, Rev. Fr. Moses Orshio Adasu University, Nigeria

About the Presenter(s)
Dr Daniel Ngusha Chile, Associate Professor at Rev Fr Moses Orshio Adasu University, specialises in strategic communication. His interests span media, PR, and corporate messaging. He is currently working on The Art of Strategic Communication.

Connect on Linkedin
https://www.linkedin.com/in/daniel-chile-7118932a

Connect on ResearchGate
https://www.researchgate.net/profile/Daniel-Chile

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