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- Description:
- This article looks at two models of communication existing in a Nigerian rural environment: the traditional, largely interpersonal and interactive model, and the modem, mass mediated, impersonal system. Drawing from sociological theories of change, it finds that the traditional and modem (mass) communication systems interact in interesting ways as a new socio-economic system evolves within the traditional structures of village life. In spite of the imposed foreign language (English) which is the dominant transmission language of the modem mass media, there are significant and complementary outcomes of the interaction between the two modes of communication. The article argues, however, that the traditional systems of communication will retain their role in the transmission of knowledge and information, cultivation of beliefs, and other socialization processes for quite some time to come.
- Date Issued:
- 1991-01-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review
- Description:
- This paper examines the present structure and organisation of television in the country and highlights weaknesses which arise from a non-appreciation of the information needs of the people to whom television messages should be directed. It also explores the ways by which existing media facilities (traditional and modern) could be effectively harnessed to run a system that would meaningfully penetrate the rural areas. Highlighting the lack of creativity and initiative among television service policy makers, it proposes some strategies for making television move progressively from the studios to individual households.
- Date Issued:
- 1987-01-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review