Role of indigenous languages in market administration: Astudy of selected markets in Oluyole local government, Ibadan, Oyo state

Communication is sacrosanct to the success and sustainability of a society and its various components. This paper examined the role that indigenous languages play in the administration of traditional markets in southwest Nigeria with a focus on selected markets in Oluyole local government in Ibadan, Oyo state. The study is anchored on the Uses and Gratification media theory. The study adopted the descriptive survey research design using a questionnaire as its research instrument. Cluster sampling and convenience sampling were employed to select 312 respondents in five markets which are Oja Ibadan, Mosfala, Afowosopo, Ayegun, and Akorede markets in Oluyole Local Government. Findings from this study reveal that indigenous languages play a positive role in market administration as they are indispensable cultural legacies without which all forms of human interactions can be carried out. It was concluded that the usage of indigenous languages has a role to play in various aspects of market administration in Oluyole local government. This paper therefore recommends that market administrators, traders and other personnel operating in traditional markets should not relent in their employment of indigenous languages in the daily achievement of their various goals within the market.