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ABSTRACT
Languages plays a crucial role in shaping the effectiveness and impact of media programmes. In a linguistically diverse city like Benin City, where multiple languages are spoken, the choice of language in media programming can significantly influence how residents perceive and engage with the content. Vbosunu is a prominent media programme in Benin City that utilises various languages including English, making it an interesting case study to understand the significance of language choice. The significance of language choice in media programme cannot be overstated, particularly in linguistically diverse regions such as Benin City. Data is got from interviews and questionnaire administered to residents of Benin City, specifically selected from Ring road, New Benin market, Ekehuan road, Third junction, Uselu shell because the programme is mostly carried out in that location. Understanding the impact of language choice on audience perception and engagement is vital for media practitioners to effectively cater to target audience. This study will contribute to the existing knowledge on media programming and provide valuable insights for media professionals, content creators and policymakers seeking to enhance media inclusivity and the linguistic patterns used in cultural representation in the programme Vbosunu.
