The Role of Communication on Community Development
Chapter One
Objectives of the Study
As highlighted in the foregoing sections, communication can be a key tool that can enhance community participation in decision-making concerning their own wellbeing. This study therefore focuses on the following objectives;
- To identify how communication influences project sustenance using Ibeshe community in Nigeria as a case study.
- To identify the communication channel used by development agencies and government during projects implementation in the Ibeshe community.
- To identify how communication can promote projects to help bring change in the lives of the people of Ibeshe community.
CHAPTER TWO
LITERATURE REVIEW
Introduction
This chapter reviewed work on existing body of knowledge and recorded works produced by researchers and scholars relevant to the current study; role of communication in sustaining development projects. The first section will discuss the concept of communication and look at development communication, the history and concept. The linkages between communication and community participation will also be deliberated. The second section will concentrate on the nature and concept of sustenance which will include definitions. Additionally, the relationship between communication and project sustenance will be focused on with examples. The conceptual framework of the study will also be discussed in the final section of this chapter.
The Concept of Communication Defined
Communication as a discipline has attracted several definitions by different scholars in the field. Clevenger (1959) posited communication to be “any dynamic information sharing process”. Mefalopulos (2008) also viewed communication as the transmitting of information and messages, whilst Bertalanffy (1968) argued that communication often concerns the flow of information within a system. Bertalanffy’s (1968) definition was supported by O’Reilly and Pondy (1979) who defined communication as the sharing of information between two or more individuals or groups to reach a common understanding. Warnock (2007) introduced a new dimension by viewing communication as the ability to give information, to make one’s voice heard and to participate in discussion and debate. Keyton (2011) also viewed communication as the process of transmitting information and common understanding from one person to another.
For many people the term communication is traditionally associated with either boosting an institutional profile or facilitating information flows within an organization. Mefalopulos (2008) categorized communication by focusing on its purpose and main functions in development organizations. From Table 2.1, Mefalopulos identified four types of communication which included corporate, internal, advocacy and development communication. Corporate communication is the type of communication which informs audiences about the mission and activities of an organisation through the use of the media. Internal communication is the sharing of information among staff in an organisation or institution to ensure all staffs are aware of issues pertaining to the institution. Advocacy communication is the type that helps to bring change to the lives of people using the available and the right medium. It is usually achieved through the involvement of chiefs, religious leaders and Community
Based Organisation (CBO’s). Development communication focuses on bringing change to people by involving the relevant stakeholders.
Theories of Communication
The study of communication has led to the formulation of many theories: structural and functional theories believe that social structures are real and function in ways that can be observed objectively; cognitive and behavioural theories tend to focus on psychology of individuals; interactionist theories view social life as a process of interaction; interpretive theories uncover the ways people actually understand their own experience; and critical theories are concerned with the conflict of interests in society and the way communication perpetuates domination of one group over another (Kalyani, 2003). The earliest theories were those propounded by Western theorists Siebert, Paterson and Schramm in their book Four Theories of the Press (1956). These theories include Two Step Flow Theory, Uses and Gratification Theory, Diffusion of innovations theory and Development Communication Theory.
Proponents of the two step flow theory; Lazarsfeld, Berelson and Goudet propounded that ideas often flowed from the radio and newspapers to opinion leaders and from them to the less active sections of society. Uses and Gratification Theory was propounded by Katz in 1970 (Servaes, 1999) and this theory was concerned with how people use media for gratification of their needs (McQuail, 2005). Diffusion of innovations theory was pioneered in 1943 by Bryce Ryan and Neil Gross of Iowa State University. This theory traces the process by which a new idea or practice is communicated through certain channels over time among members of a social system. The theory again describes the factors that influence people’s thoughts and actions and the process of adopting a new technology or idea (Baran and Davis 2000).
Critics of the diffusion model argued that the theory is a vertical or one-way perspective on communication, and that development will accelerate mainly through active involvement in the process of the communication itself (Servaes and Malikhao, 1998). Research has led to the conclusion that more is learned from interpersonal contacts and from communication techniques that are based on them. On the lowest level, before people can discuss and resolve problems, they must be informed of the facts (Servaes and Malikhao, 1998). With this assertion, a new theory of communication was introduced; development communication theory. The theory states that “there is no development without communication” (Mefalopulos, 2003). This theory was the basis of this study.
Development Communication Theory
This study focused on Development Communication Theory (also referred to as Communication for Devlopment (ComDev) and will be used interchangeably in this study). The underlying principle of development communication as argued by (Mefalopulos, 2003) was that there can be no development without communication. This theory has been developed in many perspectives and scholars and practitioners differ in the wording they use to define it, but their intent is constant. It is the role of ComDev in empowerment processes that helps distinguish it from other forms of communication. The term “development communication” was coined in 1972 by Nora C. Quebral, an academic and a pioneering figure in the discipline of ComDev in Asia.
She is often referred to as the “Mother of Development Communication” and gave birth not only to an academic discipline but to a new crop of scholars in the field as well; notable among them include Felix Librero, Antonio Moran and Alexander Flor, (Garcia, 2007). Quebral (1972) defined the field as: “…the art and science of human communication linked to a society’s planned transformation from a state of poverty to one dynamic socio-economic growth that makes for greater equality and the larger unfolding of individual potential” (Deane, 2004).
CHAPTER THREE
RESEARCH METHODOLOGY
Introduction
This chapter explains the methodology for the study as it gives an overview of the procedures that were used and the reasons for using such procedures. The research aims and objectives guided many of the significant choices through the duration of the research project (Partington, 2002; Saunders et al, 2000). This chapter therefore explains the processes that were used to collect, analyse and present data on the role communication plays in sustaining development projects in the Ibeshe community, Nigeria. Areas discussed include research design, data type and source, sampling technique, unit of analysis, selection of study areas, determination of the sample size, data collection instruments and processing tools, analysis and presentation of data, and the research process.
Research Type
The methodological approach chosen for any piece of research is designed to provide proper data to answer the research questions and to attain the research objectives. The research is an exploratory type which investigates a phenomenon in which the researcher has little knowledge about. Exploratory research is usually undertaken when the research issue is badly understood. Cooper and Schindler (2003) argued that when the area of investigation is new or unclear, or if the research variables cannot be clearly defined, the researcher needs to follow an exploratory design in order to serve the purpose of the study and learn something new about the phenomenon.
The study adopted a case study approach since it seemed more appropriate as this helps to understand complex issues through analysis of a number of events or conditions and their relationships. Case study is a strategy that explores in-depth a program, an event, a process or one or more individuals (Creswell, 2003).
As indicated by David and Sutton (2004) and Asamoah (2010), the case study approach is an explanatory method which makes it easy to answer the ‘what’, ‘why’, ‘when’ and ‘how’ questions associated with the research. Yin, suggested in his book on case study research, that such an approach is particularly appropriate when research questions are asking ‘how’ or ‘why’ a phenomenon occurs (Yin, 2003).
This research therefore focused on development projects and how the role of communication can ensure their sustenance. Ibeshe community was used as a case to investigate why some development projects are not sustained after their implementation. This stemmed from the fact that there are many implemented projects in this Municipality which are either in deplorable state or abandoned. The role communication can play to complement other factors to sustain these projects are therefore investigated.
Data Type and Source
The study used both primary and secondary sources of data in order to establish facts and to make the work more empirical. Rich and Ginsburg (1999) argued that “no research approach is complete and flawless; quantitative and qualitative methods have different strength and limitations” hence the need for using a combination of qualitative and quantitative methods in this study to avoid the limitations of one method. Tashakkori and Teddlie (1998) also stressed that this type of approach produces better outcomes in terms of quality and scope.
Primary Source
The primary data was gathered through structured questionnaires, interview schedules and interview guide. The questionnaires were issued to the selected institutions but in some instances it tended to be interview guide as some respondents from the institutions were willing to respond to the questions in the presence of the researcher. This approach provided more in-depth discussions with the respondents. Institutions and NGOs involved in development projects were the intended respondents for the institutional questionnaires; however, at the end of the research the planning unit of the Municipal Assembly, the District Water and Sanitation Team (DWST), the Community Development, Northern Electricity Department (NED) of the Volta River Authority (VRA) and World Vision International, Nigeria were interviewed because of the role they play in bringing development such as potable water and electricity to people in the rural communities.
The other categories of primary respondents included a sample of household heads as well as some selected opinion leaders in four (4) selected communities in the Municipality. These communities were selected based on some criteria which will be discussed in detail in the sampling technique. The communities are Bayeku, Ikorodu, Imota and Egbin. The data was collected in line with issues relating to how communication can influence the sustenance of development projects as well as how these projects have brought changes to the people in these communities through communication.
CHAPTER FOUR
ANALYSIS OF FINDINGS AND DISCUSSIONS
Introduction
This chapter presents the analysis of findings and discussions base on the data collected from the field on the role communication plays in sustaining development projects. The socio-economic and demographic characteristics of household are discussed as well as development projects that were identified in the survey. Also the use of communication in involving people in these projects is analysed to determine how the involvement level helps to sustain these projects so as to answer the research question of how communication influences a project’s sustenance.
CHAPTER FIVE
SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION
Introduction
The findings obtained from the field data on the role communication plays in sustaining development projects in the Ibeshe community was presented and analysed in the previous chapter (Chapter Four). This chapter, which happens to be the final chapter of the study, concludes by providing a summary of the major findings from the study. This is done in relation to the concepts identified from literature reviewed in Chapter Two, as it provided an understanding of the role communication plays in sustaining development projects in the Municipality. Recommendations and possible areas for further research are also outlined in this chapter.
Summary of Findings
The purpose of this research was to explore the role communication plays in sustaining development projects in the Ibeshe community. Qualitative and quantitative research methods, including document reviews, semi-structured interviews, questionnaires, participant observation, and a focus group were used to collect data pertaining to the specific research objectives: to identify how communication influences project sustainability; to identify the communication channel used by development agencies and government during projects implementation and to identify how communication helps in bringing change to the lives of people in the Ibeshe community. In achieving these objectives, two projects were considered. These projects were rural electrification and rural water supply. The findings are therefore summarized in fulfillment of the objectives.
Recommendation
From the outcome of the survey, it has been established that though implementers communicated to the communities before implementing the projects, there were still problems as to how the communication was carried out and these problems are hindrance to achieving sustainability in development projects. In view of the above findings and taking cognizance of the fact that there need to be holistic approaches to sustain development projects of which communication has a role to play, the following are recommended:
Firstly, project planners should design and adopt appropriate communication model towards sustaining projects for project implementers and communities. This will enable players in this field to have a procedure to follow during implementation of development projects and also know the roles they are supposed to play as far as sustenance of the project is concerned.
Secondly, communities can sustain their projects if they are highly involved in the projects. It is highly recommended that the collaboration and empowerment form of participation is encouraged by development agencies. With these forms of participation communities can come out with what their needs are and because they will initiate it themselves they will be accountable and take responsibility for its sustenance. It is again recommended that communities and for that matter households should cultivate the habit of embarking on self-initiated projects and also set up committee to manage initiated projects. They should be their own agent of change.
Thirdly, project implementers should adopt the social mobilization element of development communication by reaching out to opinion leaders who have the tendency to reach out to a large number of community members to inform them about the projects. This will help all members to become aware of the projects as these leaders have greater influence on the people
Fourthly, institutions such as World Vision Nigeria, The Municipal Assembly and other stakeholders in development planning together with communities must have sustainability strategies on projects they implement. These sustainability strategies must include communication strategies which should indicate how the various stakeholders will be involved in promoting a project’s sustenance and also how the strategies will be communicated to the communities. These strategies should also be made available for all stakeholders to be aware of the roles they will play as far as sustainability of projects are concern.
Finally, it is recommended that appropriate cost sharing and recovery could improve sustenance of electricity and water supply. Communication should be used to raise awareness on the importance of tariff payment and users should be encouraged to set a reasonable tariff that enables them to recover sufficient reserve fund for repairs and maintenance of the projects. The dominant occupation of the selected communities according to the survey is farming. It is therefore recommended that the communal spirits which include ‘nnoboa’ should be encouraged to help raise funds to repair projects when they develop faults. Regulations or subsidies should be put in place for people who cannot afford to pay the set tariff.
Conclusion
The study set out to explore among other things the role communication plays in sustaining development projects in the Ibeshe community. This was against the backdrop that most development projects are not sustained and do not achieve its intended objectives. The study revealed that though project implementers contacted the community before implementing the projects, the components of development communication; social mobilization, advocacy and behaviour change communication were not employed to reach out to the entire community. The electrification project at Bayeku has been destroyed because aside other things that were not put in place, the communities were not involved from the inception to completion of the project.
Again, it has been established that both implementers and communities face lots of problem in sustaining development projects. It is therefore necessary that a communication strategy model be develop and adopted by all stakeholders in the field of development planning to curb the challenges.
In a nut shell, a project’s sustenance depends on many caveats but the study focused on how communication can play a role in sustaining these development projects. Findings from the field survey therefore has suggested that communication plays a very important role so far as the sustenance of development projects are concerned as it helps involve community members to be agent of their own development.
Finally, the theory of development communication that “there is no development without communication” has been proven with the case of Ibeshe community of Nigeria.
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