EFFECTIVE LANGUAGE USE IN NEW MEDIA AS A VIABLE INSTRUMENT FOR CUSHIONING THE IMPACTS OF COVID-19 ON ENTREPRENEURS

Abstract

The already recessed Nigerian economy was further hit by the effects of the social distancing and total lockdown, occasioned by the 2019 Corona virus disease. This caused entrepreneurs especially small and medium enterprises to quit businesses with attendant decelerated economic and social development in Nigeria. Furthermore, the persistent alarm raised by the Nigerian government about the resurgence of more deadly variants of COVID-19 has left discernible minds in the belief that the end is not yet in sight. This calls for developing new strategies that will help entrepreneurs to maintain profits and remain in business. Using library research method, this paper viewed judicious use of English language in the new media as a vibrant means of sustaining small and medium enterprises. It found out that commercializing communication through effective (English) language use in the new media had the capacity of saving costs, increasing profits and enhancing productivity: the ultimate targets of an entrepreneur. The paper, therefore, recommended among others, that entrepreneurs should be taught how to use the English language for effective communication in the new media. This will help them to maximally interact with their customers, advertise and market their goods and services thereby cushioning the impacts of COVID-19 on their businesses.