**4.1 Social responsibility theory**

1.Media should accept and fulfill certain obligations to society.

This will include the use of rural methods to satisfy the community or society which will include the use of their languages to provide them with first-hand information important to their welfare and wellbeing.

2.These obligations are mainly to be met by setting high or professional standards of 'informativeness', truth, accuracy, objectivity, and balance.

These high standards of 'informativeness' well be to inform people about what is going on around them and out of their environment; truth, balance, objectivity and accuracy is to give them the right information accurately without favoring a party especially since most of the information to be broadcast in the native languages need to be translated.

3.The media as a whole should be pluralistic and reflect the diversity of their society, giving access to various points of view and to rights of reply.

This is done through the use of multilingual broadcasting in this case since the audience in question is diverse. Judging from the purpose of multilingual broadcasting by these radio stations, there is the aspect of inter-activeness between the audience and some of the radio programmes. The possibility of feedback is also available since it is necessary for the running of the radio as well.

4.The media should avoid whatever might lead to crime, violence, or civil disorder or give offense to minority groups.

These radio stations in order to promote unity, peace and love avoid the promotion of war by giving the audience the information they require. This is why multilingual broadcasting is important because the diverse audience is provided with the same information without issues of miscomprehensions especially when it has to do with people sharing the information.

5. Journalists and media professionals should be accountable to society as well as to employers and the market.

In relation to this work, this theory is used to look at the responsibilities of the journalists in the target media houses in informing their multilingual population. We will look at the use of multilingual broadcasting in information dissemination by these radio stations to satisfy their multi pluralistic audience. It is with this in mind that in a diverse environment like Kumbo, the journalists have to satisfy the people by not only giving them information but also, by giving them information in a language they will understand. This language however is none other than their Mother Tongues or native languages.

#### **4.2 Communicative competence theory**

When we look at Bachman and Palmer's goal setting ideology, the use of multilingual broadcasting by these radio stations are to achieve goals related to specific objectives of these radio stations in adopting multilingual broadcasting. Also, assessment which is seen as a means by which language use context is related to other areas of communicative language ability such as topical knowledge and affective schemata is necessary for this work in that even though these radio stations make use of multilingual broadcasting, they translate and sometimes code-switch specific contents which they consider important to their audience such as news and adverts. At the level of planning which deals with deciding on ways to make use of language knowledge and other components found in the process of language use to complete the chosen task successfully, these radio stations use these languages in specific domains of the radio programming which have been seen in the wat the languages are managed.

### **5. Conclusion**

The study was carried out in Kumbo. A triangulation approach was adopted:

(1) At the level of the theoretical framework 2) to collect data by means of multiple instruments, questionnaires, focus group discussions and 'conversational' interviews and 3) the period of time and place estimated for the data collection which was over a period of six weeks and in four different locations.

In the course of the study, it was found that apart from the multilingual nature of the Kumbo community and the need to provide the community with information needed for their well-being, the need to achieve objectives set up at the time of creation and financial assistance for the functioning of the radio stations were other motivations for the adoption of multilingual broadcasting.

Secondly, 8 languages were identified as languages of multilingual broadcasting. To effectively use these languages, they were allocated uses by fitting them in slots. It was also discovered that these languages were used during monolingual and multilingual programs either 'monolingually' or 'multilingually'.

The study confirmed that the effects of multilingualism on the audience is positive and mostly reflects their daily activities. They promote ways of improving farming activities through seminars and workshops which teach the people about new methods of farming and ways of fighting pests.

#### **Acknowledgements**

This work is complete today because of the contributions of many people. Sincere thanks go to my supervisor, Professor Mrs. Evelyn Fogwe Chibaka, for her patience, guidance, ideas and professional contributions to the quality and completion of this work. Special thanks go to the Faculty of Arts in general and the Department of Linguistics (University of Buea) in particular, for giving me the opportunity to study in this institution. I say thank you to Professor Blasius Chiatoh for giving me insights to the formulation of this topic and to all my lecturers who were ready to answer all my questions and for the knowledge shared.

#### **Conflict of interest**

The authors declare no conflict of interest.

*Multilingual Broadcasting Practice by Rural Radios in Kumbo, Cameroon DOI: http://dx.doi.org/10.5772/intechopen.99918*
