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Communication and Harmony: Tradomedia and its Effects on Social Change in Developing Nations

Peter, Ada (2008) Communication and Harmony: Tradomedia and its Effects on Social Change in Developing Nations. China Media Research, 4 (4).

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Communication gap has been recognized globally to be one of the major grounds where disharmony sprouts. This further indicates that there are idiosyncratic communication methods particular to each community for effective communication. In other words, culture determines the relationship of what is said to what is meant, for example when “no” means “may be” and “tomorrow” means “never.” It also determines the timing of interpersonal events, the appropriate place and tone for discussion of particular topics, as well as physical distance to be maintained between one speaker and another. In developing nations like Nigeria, rural dwellers mainly use their tradomedia to communicate effectively with one another. They are the people’s media and their orature. The latter is the oral equivalent of their literature, which is not stored anywhere except in their collective memories. It thus becomes necessary for anyone who wants to effectively evoke harmonious participation of the ruralites in any development program to adopt the use of the tradomedia. Studies in the diffusion of innovation and the two-step flow of information have confirmed this. Non- adoption of tradomedia in the implementation of government policies targeted at rural development in the Niger Delta has been chaotic and futile. A rural community, Ibusa in Delta State was studied to investigate the effectiveness of tradomedia messages in provoking the harmonious participation of the indigenes in the government sponsored Poverty Alleviation Program (P.A.P.). This study revealed that tradomedia is more effective than the mass media in provoking audience harmonious participation in Ibusa.

Item Type: Article
Uncontrolled Keywords: Tradomedia, Ruralites, Mass media
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 31 Aug 2017 08:04
Last Modified: 31 Aug 2017 08:04

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