![]() She has an MA which focused on artist-brand collaborations, and spends her spare time poring over dystopian literature. BBC Pidgin is one of 12 new language services being launched by the BBC World Service in Africa and Asia, part of a 289 million expansion (372 million) announced last year. The British Broadcasting Corporation on Monday launched BBC Pidgin, the first African digital service as part of the biggest expansion of the World Service since the 1940s. Mira Kopolovic is a behavioural analyst at Canvas8, which specialises in behavioural insights and consumer research. With West African Pidgin speakers historically stereotyped as uneducated, the innovation highlights how the broadcaster is proactively tackling a damaging stigma, while showing it’s a brand that can recognise and respond to the demands of the people who use it. On a global scale, people are expressing their desire for broader representation on the language front 55% of Latinas opting for influencers who make bilingual content, while Indians are calling for internet services in their native languages. BBC has launched a digital service in Pidgin English, catering to people in West Africa who speak the unofficial language. “Being digital only and using the languages we are now going into enables us to offer important news and current affairs to audiences we may not have reached before.”Īs brands make claims around championing inclusivity and diversity, the language they choose speaks volumes. “We have always wanted to be able to offer relevant content to a younger audience and to an audience that is under-represented in the media landscape across Africa,” says Miriam Quansah, BBC’s digital lead for Africa. In response, BBC Pidgin will offer local and international news content in the language, in an effort to modernise the BBC’s offerings in West Africa and make them more accessible. Wazobia FM has been broadcasting entirely in Pidgin to Nigeria’s 75 million Pidgin-speakers for almost a decade, a fact certainly not lost on the BBC World Service in its biggest African market. But as an unofficial language that’s mainly used orally, rather than in written form, very little news content is available in Pidgin. In Nigeria, around 75 million people speak West African Pidgin - a language that merges English with local dialects and street slang. We explore the insights behind the broadcaster’s new platform, and what it says about how people expect the politics of language to be handled. As minorities come to demand better representation, inclusivity is extending to the language in which brands communicate, not just the content itself. ![]() I just thought it was comedic but then I realised that it was an actual language. The BBC has launched BBC Pidgin, which offers media coverage in the West African Pidgin dialect, rather than standard English. Until a few years ago I thought that pidgin English was a meme because there are various Twitter accounts like Manchester United in Pidgin which is Man Utd news but in pidgin English. Why is the BBC catering to a West African dialect?ĭISRUPTORS: The ideas changing industries
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