TRADITIONALS MEDIA OF COMMUNICATION AS TOOLS FOR EFFECTIVE RURAL DEVELOPMENT
ABSTRACT
The study is a critical examination of the role of mass media in Traditional media of communication as tools for effective rural development. Notwithstanding the various modern means of communication such as RADIO, INTERNET, TELEVISION, NEWSPAPERS, MAGAZINES, etc. The rural means of communication is still the epitome for rural development. These traditional medium of communication includes the following Ekwe, Ikoro, Smoke signals, Open market, Age groups, palm fronds, The town crier oja etc.However, both primary and secondary data will be used in gathering information for the study. The secondary data will come as a review of documented materials, while the primary data will be obtained with the help of questionnaire and oral interview, and will be administered to the ruralites with the help of the researcher, who will help the uneducated ones to fill in the boxes by explaining the questions to them. A total of 382 questionnaires will be distributed precisely to the residents of Iwollo Oghe community. The data collected will be tabulated and analyzed using percentages. The three hypotheses formulated will be tested using chi-Square method respectively- The findings of the study will show among others that the traditional medium of communication is a tool for an effective rural development. The study will also recommend that the modern media should be used in conjunction with the traditional media of communication which people are familiar with; this will make for participatory communication to enhance national development.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Communication is a variety of behaviours, processes and Technologies by which meaning is transmitted or derived from information. The team is used to describe diverse activities. Communication is at the core of our humanness. How we communicate with each other shapes our lives and our world. Human beings rely on their communicative skills as they confront events that challenge their flexibility, integrity, expressiveness, and critical thinking skills. Communication involves different forms which includes the intrapersonal, interpersonal, group, public, mass communication etc all these are different ways/means through which we interact, associate, communicate, relate, share ideas, views, opinion, information, norms and values with ourselves and others. Communication is regarded as the life blood of human existence which rapidly enhances unity that leads to the development of our society at large.
Communication both modern and Traditional means has promoted peaceful co-existence, understanding and self-awareness among human beings. Both modern and traditional means of communication have certain common elements that together help define the communication process. These elements includes the following people. In communication there must be individuals who are involved in the dissemination of the message and at the same time receiving the message inorder to make it lively and effective. In communication things are done simultaneously (sending and receiving] if we were just receivers, we would be no more than receptacles for signals from others, never having an opportunity to let anyone know how we were being affected, if we were just senders, we would simply emit signals without ever stopping to consider whom, if anyone is being affected. But, if we were able to achieve our goals of communicating it simply signifies that there is an effective communication between the sender and the receiver at the same level.
Messages- in communication, the message is the communication itself. A message is the content of a communicative act. Everything one does with his/her body, or with other medium such as what we talk about, the words we use to express the thoughts and feelings, the sounds you make, your gestures, our facial expressions and perhaps even our touch or smell all communicate information, this is to tell you how effective communication can be, it involves our every second activity/actions. There is no communication without a message being passed across. Channels- In communication, these channels means the medium/means through which the communication is being passed/disseminated. We are regarded to be multi channels communicators. We have different channels through which we communicate both in the urban and rural areas (settings) which helps to proffer a better result of what is being sent.
Noise – in the context of communication, noise is anything that interferes with or distorts our ability to send or receive messages. Noise could be semantic factors such as uncertainty about what another person’s words are supposed to mean. Context – Communication always takes place IN some context or setting. Every communication starts from somewhere, there must be a setting that helps to make it real and natural and even acceptable. Feedback - In communication, whenever we interact, communicate with one or more persons, we receive information in return. In communication we have positive feed back and negative feedback. Positive feed back which could come from the heterogeneous audience or rural dwellers as the case may be enhances whatever behaviour is in progress. It encourages us to continue with our information/attitude. In contrast, negative feedback extinguishes a behaviour; it serves as corrective rather than a reinforcing behaviours.
Effect – In communication, as people communicate, they are changed in some way by the interaction, which in turn influences what follows. These effects could be as a result of exchange of influence. Communication always has some effect on you and on the person or people with whom you are interacting with. An effect can be emotional, physical, cognitive or any combination of the three. Without all of these elements communication can never be complete and its effectiveness is withdrawn. Communication has variety functions in our lives based on our daily activities, communication helps us to create an understanding and insight. It allows us to understand ourselves and others at the same time. Creating an insight into ourselves and others. This is because when you get to know another person you get to know yourself , you learn how others affect you. Communication also helps us to create a meaningful relationships between ourselves and others, the level of communication between us and others determines the level of our relationship with them. Just as we need water, food and shelter, when we do not communicate we become disoriented and maladjusted, and our life itself may be placed in Jeopardy. Communication also helps to influence and to persuade others, making the people around us to be able to do things the way we do, believe in what we do, Exchange the same culture with us. And whenever people are being influenced by our idea and belief it means that our goals has been achieve.
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