Audience Perception of the Influence of African Communication Channel : Current School News

Audience Perception of the Influence of African Communication Channel in Dissemination of Development Messages to Rural Residents

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Audience Perception of the  Influence of African Communication Channel in Dissemination of Development Messages to Rural Residents.



The study investigated audience perception of the influence of African communication channels in the dissemination of development messages to rural residents: a study of the Ihiala community.

Adopting a survey research design, a sample size of 399   derived from a population of 188,060, a structured questionnaire used as an instrument for data collection, and a simple percentage for data analysis, the finding of the study showed that rural dwellers in the Ihiala community make use of traditional media in the dissemination information to the audience.

The study also showed that this channel of communication is effective in conveying information to the masses and as such is utilized in disseminating developmental information to the community dwellers.

It is based on this, that the study recommended that traditional media should be adopted for conveying information to the rural dwellers in their local language and should be used for should be developed and viewed as an adequate channel of communication by the government and all for passing basic information to rural dwellers.


The role of traditional media communication has been very significant in rural development since the turn of this century, and with the advent of new media, the forms and ways of communication have become more specialized.

Every human society has developed its traditional modes and channels of communication which characterize its existence, organization, and development. These communication modes and channels form the basis upon which the communities, especially the rural community, progress (Orewere,1991).

Communication, that is, the transmission of information from a point called origin or source to another called destination or receiver (audience), is the life wire of every society.

No wonder people continue to marvel at the continued relevance of the African indigenous media; otherwise, known as African traditional folk media, in the contemporary world despite the manifestation of Marshall McLuhan’s theory of Global Village in the contemporary world.

To the rural people, the mass media proved only to be glamorous, impersonal, and unbelievable in comparison with the familiar performance of traditional artists whom the villagers could see and hear and even touch emotionally.

Obviously, the traditional media is the right choice of media to carry messages to the rural community for the purpose, and process of change and development (Stichele, 2000). It is also viewed that dialogue is the essence of any work in communication for development.

As a matter of fact, traditional media have a remarkable impact on rural areas because of their acceptable idioms, functional significance, and entertainment component. It can overcome language difficulty, speech, words, and other barriers of communication like interest, understanding, interpretation, attitude, and perception.

Folk media are the most important vehicle of social change. It is used for educational purposes and as a tool to reform society. It helps to convey educational messages through entertainment, costume, music, dance, etc.


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