Publicizing a University Department to African Audiences Using Pidgin English: A Digital Media Ecosystem Approach

This paper presents the design, rationale, and outcomes of a digital media ecosystem developed to promote the Department of Media and Communication at Swansea University to prospective African students, with particular focus on Nigeria. The project leverages African Pidgin English as both a communication tool and a cultural bridge, deploying content across YouTube, Instagram, Facebook, and a WordPress blog. Grounded in the Uses and Gratifications Theory and Media Richness Theory, the study examines how linguistically inclusive digital content can challenge colonial biases against Pidgin English while simultaneously enhancing international student recruitment. The methodology combined qualitative secondary research on university social media strategies with primary content creation in Nigerian Pidgin English. Results demonstrate that Pidgin-language digital content generates authentic cultural resonance, improves accessibility for non-standard English speakers, and positions Swansea University as an inclusive global institution. The paper concludes that higher education institutions can effectively leverage marginalised lingua francas as strategic tools for international engagement, and recommends further empirical study into the measurable impact of Pidgin English content on application rates.