The Role of Language Framing in Communicating Financial Inclusion: A Discourse Analysis Study of Northern Nigeria

Abstract

This paper addresses how language is framed in the promotion of financial inclusion in Northern Nigeria, which is a multilingual society with low levels of digital literacy, religious sensitivities, and historical marginalization. Studies on financial inclusion in Nigeria have been limited to access, technology, and economic outcomes, while few have paid attention to the communicative processes that drive acceptance and rejection. The study examines the impact of linguistic strategies on cognitive, emotional, and behavioral reactions to digital financial services through a framing theory and Critical Discourse Analysis (CDA) lens. Media reportage, institutional policy documents, and semi-structured interviews with community members, policymakers, and financial service providers are analyzed using Fairclough's three-dimensional CDA approach from 2012 to 2024. Results indicate that financial inclusion is often presented in terms of empowerment, modernization, and national development, using technocratic and persuasive language, while reactions of the communities highlight issues of mistrust, the fear of surveillance, and perceived religious and cultural incompatibilities. The study concludes that culturally sensitive and trust-based communication is a key element for inclusive financial participation. The results indicate that localized and culturally-sensitive, linguistically inclusive communication approaches are needed to foster financial inclusion and build public trust in the Northern Nigeria context.