The Effect of Traditional Media and Communication on Rural Development of Nigerian
CHAPTER ONE
OBJECTIVE OF THE STUDY OBJECTIVE
The following research questions guide the objective of the study.
- To determine if traditional media of communication helps in smooth information dissemination in the Iwollo Oghe community.
- To determine if the traditional medium of communication has a positive effect on rural development in the Iwollo Oghe community.
- To determine if the traditional medium of communication is a tool for effective rural development in the Iwollo Oghe community
ER TWO
LITERATURE REVIEW
INTRODUCTION
Our focus in this chapter is to critically examine relevant literature that would assist in explaining the research problem and, furthermore, recognize the efforts of scholars who have previously contributed immensely to similar research. The chapter intends to deepen the understanding of the study and close the perceived gaps. Precisely, the chapter will be considered in three sub-headings:
- Conceptual Framework
- Theoretical Framework
- Empirical Review and
- Chapter summary
Conceptual Framework
Concept of Rural Development
Because development is such a broad notion, it can not be defined in a single way. It does, in fact, include a vast variety of human endeavors. Development, according to Asemah, Edegoh, and Anum (2013, p. 21), is a process of changing attitudes, social structure, and the overall acceleration of economic growth via the elimination of poverty and inequality. They regard development as a gradual process of changing people’s attitudes for the better. It is a continual process of positive transformation that improves their living situations. Development is defined as a process of changing knowledge, attitudes, and behaviors. According to Keghku (2005, p. 53), growth entails change.
Adedokun (2008) defines development as people’s ability to solve problems using their expertise, experience, and resources in order to eradicate poverty, disease, and famine. Rural development strives to discover solutions to enhance rural living with the cooperation of rural residents in order to satisfy the needs of rural regions. According to Anyanwu (1999), rural development is dependent on efficient communication since it facilitates the exchange of ideas and perspectives, as well as the dissemination of good ideas while weeding out bad ones. Development necessitates well-defined plans, methodical planning, and stringent management, all of which necessitate huge resources, intensity, and length, which are uncommon in rural regions.
Concept of Traditional Communication
The term “communication” refers to the source and expansion of imagination in learnable and shareable forms. It is the creation, perception, and comprehension of signals about what is occurring, about to occur, or has already occurred. Traditional, on the other hand, refers to a system that is ancient, nave, archaic, indigenous, and unaltered (Ushe, 2007). Nwosu (1990) defines traditional communication as “the process of distributing information, ideas, and attitudes by specific specialized organizations established for that purpose.” It focuses on the exchange of traditional undertoned information or messages. ”
By traditional forms of communication, we mean the methods Africans interacted with one another, their societal modus operandi, the advantages of their cultural communication, and how the process progressed over time to the present. “Africa’s traditional means of communication create the interplay or synthesis of a community’s traditional traditions or disputes, its harmony and discord, its cultural affinities and inequalities, as well as its culture-specific values and practices,” according to Dede (1997, p.5). These traditional forms mostly comprise mythology, interpersonal relations or interactions, symbols, signs, oral literature, and other oral traditions (which Ugboajah termed “oramedia”).
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of one hundred and twenty five (125) questionnaires were administered to respondents of which one hundred (100) were returned and all were validated. For this study a total of 100 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS:
Introduction
This chapter summarizes the findings into the effect of traditional media and communication on rural development of Nigeria using Iwollo Oghe community in Enugu State as case study. The chapter consists of summary of the study, conclusions, and recommendations.
Summary of the Study
In this study, our focus was to examine the effect of traditional media and communication on rural development of Nigeria using Iwollo Oghe community in Enugu State as case study. The study specifically was aimed at determining if traditional media of communication helps in smooth information dissemination in the Iwollo Oghe community, determining if the traditional medium of communication has a positive effect on rural development in the Iwollo Oghe community and determining if the traditional medium of communication is a tool for effective rural development in the Iwollo Oghe community.
The study adopted the survey research design and randomly enrolled participants in the study. A total of 100 responses were validated from the enrolled participants where all respondents are residents in Iwollo Oghe community in Enugu State.
Conclusions
Based on the findings of this study, the researcher made the following conclusion.
- The traditional medium of communication does help with smooth information dissemination.
- The traditional medium of communication does have a positive effect on rural development.
- The traditional medium of communication is a tool for effective rural development.
Recommendations
In regard to the findings of the study, the researcher recommended that;
- For development to be achieved the mass media must be decentralized by structures and constructions. Instead of concentrating on the urban areas, those in the rural areas should be carried along even with a community radio because they require such services. The villagers should be allowed to contribute to the content of the mass media.
- The traditional media could however be restructured to suit our modern needs. Literate members of the community should be appointed as town criers so that apart from disseminating information from the traditional rulers or kings of the town to the people, they should be placed on salaries and be provided with radio, television and newspaper with which they receive government news and information to disseminate same to the people.
- Private enterprises, individuals and groups should be encouraged to establish and develop community based newspapers, magazines and viewing centers. Such community based press should focus primarily on the local community and not on the state.
- Adult education centres should be encouraged to improve material and human resources in the rural areas.
REFERENCE
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- Ansu-Kyemereh, K. (1998). Perspective of indigenous communication in Africa. Ghana: University of Ghana printing press.
- Anyanwu, C.N. (1999).Introduction to community development. Ibadan: Gabesther educational publishers.
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- Banerjee MB 2015. Traditional vs. social media as a marketing communications tool in FMCG sector in India. Asia Pacific Journal of Research, 1(21): 154-162.
- Bittner, J. R. (1987). Mass communication: An introduction. Ibadan: Heineman Education Books. Blumer, H. (1969) Symbolic interactionism; Perspective and Method. New York: Prentice-hall
