Audience Perception of Igbo Broadcast News Credibility in Enugu-South Local Government Area of Enugu State, Nigeria

Background: This study examined audience perception of the credibility of Igbo broadcast news in Enugu-South Local Government Area, Nigeria. Given that radio remains a crucial source of information for local events, politics, health campaigns, and public announcements, this study is anchored on the Media Credibility Theory and Uses and Gratification Theory. Objective: This study analysed audience perception of Igbo broadcast news credibility in Enugu-South Local Government Area, focusing on factors influencing trust, reliability, and engagement with indigenous-language news content. Method: A descriptive survey design was adopted, and data were collected from a sample of 400 respondents using structured questionnaire. Descriptive statistical tools were employed to analyse the data and present results using frequency tables. Results: The findings reveal that audiences perceive Igbo broadcast news as highly credible, with 87.7% of respondents agreeing that the news provides accurate information and 82.6% affirming presenter professionalism. Presenter competence, linguistic clarity, use of verifiable sources, and cultural alignment were identified as the most significant factors influencing credibility. The study also showed that credibility strongly correlates with audience trust and engagement, as 85.7% of respondents rely on Igbo news for decision-making, and 85.7% reported that credible news influences their opinions. However, challenges such as misinformation (77.6%), inadequate presenter training (82.7%), and competition from online media (81.7%) were identified as major threats to credibility. Unique Contribution: This study makes significant contributions to the body of knowledge on media credibility, indigenous-language broadcasting, and audience engagement within Nigeria. First, it provides empirical evidence that Igbo broadcast news remains a highly trusted and culturally relevant source of information among residents of Enugu-South Local Government Area. Secondly, the research expands the application of the Uses and Gratification Theory by demonstrating that audiences consistently rely on indigenous-language news for functional purposes such as decision-making, opinion formation, and staying informed about community affairs. Conclusion: The study concludes that Igbo broadcast news remains a trusted and culturally significant medium, but its credibility depends on continuous improvement in professionalism, linguistic quality, content accuracy, and cultural sensitivity. Key Recommendation: It recommends enhanced training for broadcasters, stronger editorial policies, increased use of verifiable sources, and strategic integration of traditional and digital media platforms to sustain audience trust and strengthen the role of indigenous-language broadcasting in cultural preservation and public communication.