TRADITIONAL MEDIA OF COMMUNICATION AS TOOLS FOR EFFECTIVE RURAL DEVELOPMENT

CHAPTER ONE

INTRODUCTION

1.1              BACKGROUND OF THE STUDY

Communication is a variety of  behaviours, processes and Technologies by which meaning is transmitted or derived from information. The team is used to describe diverse activities. Communication is at the core of our humanness.  How we communicate with each other shapes our lives and our world. Human beings rely on their communicative skills as they confront events that challenge their flexibility, integrity, expressiveness, and critical thinking skills.

            Communication involves different forms which includes the intrapersonal, interpersonal, group, public, mass communication etc all these are different ways/means through which we interact, associate, communicate, relate, share ideas, views, opinion, information, norms and values with ourselves and others. Communication is regarded as the life blood of human existence which rapidly enhances unity that leads to the development of our society at large.

            Communication both modern and Traditional means has promoted peaceful co-existence, understanding and self-awareness among human beings. Both modern and traditional means of communication have certain common elements that together help define the communication process. These elements includes the following people. In communication there must be individuals who are involved in the dissemination of the message and at the same time receiving the message inorder to make it lively and effective. There is no communication without a message being passed across.

Channels- In communication, these channels means the medium/means through which the communication is being passed/disseminated. We are regarded to be multi channels communicators. We have different channels through which we communicate both in the urban and rural areas (settings) which helps to proffer a better result of what is being sent.

Noise – in the context of communication, noise is anything that interferes with or distorts our ability to send or receive messages. Noise could be semantic factors such as uncertainty about what another person’s words are supposed to mean.

Context – Communication always takes place IN some context or setting. Every communication starts from somewhere, there must be a setting that helps to make it real and natural and even acceptable.

Feedback -     In communication, whenever we interact, communicate with one or more persons, we receive information in return. In communication we have positive feed back and negative feedback.

Positive feedback which could come from the heterogeneous audience or rural dwellers as the case may be enhances whatever behaviour is in progress. It encourages us to continue with our information/attitude. In contrast, negative feedback extinguishes a behaviour; it serves as corrective rather than a reinforcing behaviours.

Effect – In communication, as people communicate, they are changed in some way by the interaction, which in turn influences what follows. These effects could be as a result of exchange of influence. Communication always has some effect on you and on the person or people with whom you are interacting with. An effect can be emotional, physical, cognitive or any combination of the three. Without all of these elements communication can never be complete and its effectiveness is withdrawn.

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