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- 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 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
- Description:
- This paper makes a case for the utilization of traditional systems of communication in the development process. The paper underscores the usefulness of traditional systems of communication by noting that they are instrumental in the mobilization of people at the grassroot level for community development and national consciousness; the enlightenment of people in cultural, political, health, and other programmes leading toward self-actualization; public entertainment through arts, cultural festivals, musicals and dramatic performances; and intracultural, intercultural and other communication purposes leading to group and national cohesiveness. Contending that the traditional newsman is the only credible source of information for the rural areas, the author urges that his (the traditional newsman's) mobility and hardware be improved to facilitate his work.
- Date Issued:
- 1987-01-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review
- Description:
- The article defines technology as a communication process, reviews the problems of communication technology, transfer in the African continent, and makes a case for definition of development communication. It insists that in media technology transfer, the emphasis should be on their cultural implications and relationships to traditional modes of communications. Mass media should be seen as technology context, a situation that allows for greater participation of the ruralites in various African villages, which makes for quicker and better acceptance of change. The article critically examines different technology transfer models and recommends a horizontal, humanistic or holistic model of communication for rural development.
- Date Issued:
- 1986-06-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review