Keyword : Abrahamic Mission, Audience, Religious Intolerance, Nigerian Network of Radio.
Author(s) : Greatandy Victor Iguoba & Onyedikachi Stanley Onovo, PhD
Abstract :
This study applies Habermas’s Communicative Action Theory, which emphasises achieving mutual understanding through dialogue, to examine the influence of the Abrahamic Mission programme of Radio Nigeria Network on religious intolerance in Nigeria. The study investigates how the programme is perceived by its audience, the extent to which it shapes attitudes toward other faiths, and the factors that affect its effectiveness in promoting tolerance. Specifically, it explores the role of content type, narrative strategies, and the endorsement of religious leaders in influencing audience reception and behaviour. The study adopts a quantitative research design, employing a survey method to gather data from the population of Nigeria. Using Taro Yamane’s formula, a sample size of 400 respondents was drawn, and a simple random sampling technique was applied to ensure representativeness. Findings reveal that the Abrahamic Mission programme significantly enhances audience awareness of other religions and promotes harmonious coexistence. Survey results indicate that 64% of respondents agreed or strongly agreed that the programme increased their awareness of religious happenings, and another 64% reported that it influenced their decision to live in harmony with people of other faiths. The programme’s storytelling and relatable content emerged as major drivers of engagement, with 48% affirming that the type of content influenced their interest in accommodating other religions and 36% crediting storytelling specifically. Despite these gains, challenges remain: 56% of respondents disagreed or strongly disagreed that the programme made other religions more desirable than their own, and 40% stated that it does not influence their love for other religions, suggesting that its effects are cognitive rather than emotional. Furthermore, the use of religious leaders and sacred texts was met with mixed responses, with a substantial proportion remaining neutral, indicating that narrative and discussion-oriented strategies are more effective in shaping attitudes. The results emphasise potential as a strategic platform for fostering interfaith dialogue, reducing prejudice, and advancing social integration. By creating a communicative space grounded in Habermas’ theory of communicative action, the Abrahamic Mission demonstrates how media can promote mutual understanding and counteract religious intolerance in pluralistic societies. The study concludes that sustained and continuous media programming, emphasising dialogue, education, and mutual understanding, is essential to mitigating religious intolerance. Accordingly, it recommends the expansion of mass media campaigns aimed at educating individuals with intolerant views, promoting discussion-based engagement, and fostering a culture of peaceful coexistence among Nigeria’s diverse religious communities. This research contributes to media and communication scholarship by highlighting the role of radio programming in shaping social attitudes and offers practical insights for policymakers, religious organisations, and media practitioners seeking to leverage mass media for social cohesion.
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