Title: Application Of Communication Strategies In Cultural Preservation In Rivers State
Authors: Choice Hyacient Iboroma
Christopher Justice Njoku PhD
Onyinkepreye Brisibe PhD
Volume: 10
Issue: 3
Pages: 59-68
Publication Date: 2026/03/28
Abstract:
The study investigated the application of communication strategies used in the preservation of cultural heritage in Rivers State. The objectives of the study were to: finds out the communication strategy used in the preservation of cultural heritage in Rivers State; evaluates the effectiveness of the communication strategies in preserving Rivers State's cultural heritage. The study was based on Cultural Studies and Social Identity Theories. It adopted a survey research design with a total of 8,122,472 residents of Rivers State. The study employed Taro Yamane's sample size determination formula to arrive at 400 selected respondents using stratified random and purposive sampling techniques. It used a questionnaire and Weighted Mean Score on a 4-point Likert scale as the instrument of data collection and data analysis. The results of the study reviewed that language identity, cultural festivals/events and cultural education were the major strategies used in the preservation of cultural heritage in Rivers State; use of communication strategies for preserving the cultural heritage in Rivers State is effective since the strategies raise awareness. The study recommended that: The government and organisations should help communities develop and implement frameworks to assess the social, economic and environmental effects of tourism and adjust strategies accordingly, and local artisans and craftspeople should be adequately supported through the provision of training, resources and market opportunities that help to preserve traditional crafts and promote economic development.