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- Description:
- This paper discusses the kind of mass communication research that is required in Africa. After a thorough review of the controversy between the adherents of the (American) administrative and (European) critical research schools, the author argues that as far as African mass communication research is concerned, the problem is not only that of conceptualization but also that of social research process and administration. The paper registers a general dissatisfaction with African social research based on foreign theoretical and methodological assumptions. It ends with a call for 'back to our roots', having outlined four major research agenda for African mass communication researchers.
- Date Issued:
- 1987-01-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review
- Description:
- The thesis of this article is that the national interests of African states make it imperative for them to carefully evaluate, assess and examine the development of their present media structures and ownership patterns. The article identifies some of the new communication media in the African context and offers a detailed review of the national and international ramifications of their selection and adoption as privately-owned enterprises.
- Date Issued:
- 1988-01-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review
- Description:
- This article sketches a broad overview of the problems and prospects of Africa communication. Beginning with Africa's economic handicaps which limit its potential to fully exploit the new array of modern communication technologies, it argues that it is class politics which excludes the mass of the African people from communication channels that constitutes the major impediment to communication in Africa. The remedy to this problem is, therefore, to be found in a communication strategy that accords due respect to African cultural traditions in which respect for truth, equality, social justice and the supernatural are the cardinal principles.
- Date Issued:
- 1989-01-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review
- Description:
- This article draws attention to the cognitive need of the communication receiver, and to the competence and intellectual skills that ought to be acquired if the target audience in rural development communication is to derive maximum benefit from their positive mental state and readiness for learning. It examines the concept of development in the African context, the cognitive abilities required for reading, listening and responding, and how these relate to development. It suggests instructional goals for curricula aimed at preparing message receivers for effective participation in rural development programmes.
- Date Issued:
- 1986-06-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review
- Description:
- This paper examines the nature and classes of the speech act in traditional African settings against the background of African traditional values and the right to speak. The writer attempts to portray certain aspects that could be viewed as planks to form bases for a classification of a folk system of communication in Africa, which he terms as African rhetorics. The author points out that the objective of the paper is to show how traditional African values are critical in our efforts to understand communication philosophies, ethics, processes, structures and genres in traditional African settings.
- Date Issued:
- 1993-01-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review
- Description:
- This study looks into the concept of democracy as it is understood within the African context and the role which the mass media could play in promoting and sustaining it. It argues that, given Africa's colonial experience and its history of struggle for human dignity and liberation, the appropriate role for the mass media must be to sustain this struggle. Accordingly, their relevance must be seen in relation to the extent to which they promote the developmental and democratic aspirations of the majority of the people. And, as such, training of African media practitioners must be predicated on the necessity to give them clear orientation for the achievement of these goals. Finally, the professional status of journalists and of the journalism profession must be acknowledged by political authorities and policy makers; journalists must be appropriately renumerated and their profession upgraded within the hierarchy of national priorities.
- Date Issued:
- 1988-01-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review
- Description:
- This article is a response to the quest for more relevant strategies for communication training in Africa. It reviews the liberal social theories upon which Third World studies have been anchored and rejects them for having led to the current crisis of theory in communication training. Opting for a Marxian political economy approach, it suggests, inter alia, the study of imperialism in all its manifestations as a way of understanding the current reality in Africa; the need to relate theory and practice (through field work) in communication training; and the incorporation of sufficient social science theories and applications thereof into communication syllabi of African training institutions.
- Date Issued:
- 1990-01-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review
- Description:
- This paper makes a case for the study of organizational communication as essential to development communication. It briefly traces the history of development communication and how mass media became synonymous with development communication. The assumptions underlying mass media's pre-eminence is revisited in order to make a case for organizational communication in an African environment. In the later sections, it describes a model for the study of development systems and organizational communication components.
- Date Issued:
- 1995-01-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review
- Description:
- Paulo Freire's ideas on the contents, methods and purposes of education are relevant in any serious consideration of the African development dilemma. Not only because he worked in and experimented with African societies, but also because of the universal flavour of his pedagogy, Paulo Freire brings some refreshing insights into strategies for responsible development through culturally-sensitive direct and mass-mediated education.
- Date Issued:
- 1996-01-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review
- Description:
- This article is a systematic assessment of how nine key concepts in social marketing can help us in drawing up effective rural development campaigns in Africa. The focus is on how to use these concepts in formulating a strategy for communicating agricultural innovations in African rural settings. The article recognises the fact that there is no single overall reliable method for communicating with farmers everywhere but believes that the social marketing principles can be more successful with the farmer in most rural situations.
- Date Issued:
- 1986-06-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review