International Journal of Sub-Saharan African Research (IJSSAR)

Background: The dominance of English and globalised media has increasingly threatened indigenous oral traditions, particularly among urban residents and younger generations. This decline raises concerns about the possible erosion of the Igbo language and its rich oral heritage if deliberate preservation efforts are not undertaken.
Objective: This study examined the forms of folklore used in Igbo radio programmes, audience perceptions of such content, and its role in promoting Igbo cultural identity.
Method: A descriptive survey design was adopted. A sample of 400 Igbo radio listeners in Enugu North LGA was selected using a multistage sampling technique. Data were collected through a structured questionnaire (reliability coefficient = 0.95) and analysed using descriptive statistics. Results: Findings show that various folklore forms-proverbs, folktales, idioms, traditional songs, myths, and riddles are actively used in Igbo radio programmes in Enugu - Proverbs (55%) and folktales (28%) were the most dominant. Audience perception was highly positive, with 91% indicating that folklore enhances programme engagement, 85% affirming it strengthens cultural connection, and 89% acknowledging its role in promoting understanding of traditional values and ethics.
Conclusion: Folklore-based radio programming significantly promotes Igbo cultural identity by enhancing engagement and reinforcing cultural values, making it an effective tool for cultural preservation and transmission.
Unique Contribution: The study highlights the role of indigenous radio broadcasting in sustaining and transmitting Igbo cultural identity across generations. Recommendation: Radio stations and content producers should consistently integrate folklore elements to enhance audience engagement and ensure the preservation of Igbo cultural heritage.