AN APPRAISAL OF TRADITIONAL MEDIA OF COMMUNICATION IN RURAL MOBILIZATION

(A CASE STUDY OF NENWE TOWN)

By

CHUKWUEBUKA CHIKA

Presented To

Department of Accounting

ABSTRACT

Quite recently, questions have been asked by communication scholars and media experts on the appraisal / the importance of traditional tool or artifacts of communication, such as the "town criers use of the gong, drums, gun tots, smoke signals songs, dances and masquerades etc. In rural mobilization, such as the case of Nenwe town.

Moreover, it has equally been asked also, if the traditional media of communication will enhance rural based communication and of mobilization than the modern mass media.

It is on the bases of this question that this research study proposes to highlight the salient objective philosophy of the traditional media as well as identifying the basic traditional communication tool or artifacts / its appraisal as implemented by Nenwe town in achieving effective mobilization of its citizenry.

On the other hand, this research study will also discover the usefulness and limitation of traditional media of communication if any, in mobilization process of the rural citizenry such as Nenwe town.

Finally, this research study will propose the marriage of traditional media of communication and the modern mass media for the purpose of conveying effective rural mobilization communication. It will as well encourage the utilization of other cultural studies toward other Nigerian rural communities and African indigenous communication pattern.

TABLE OF CONTENT

Title page

Approval page

Dedication

Acknowledgment

Abstract

CHAPTER ONE

Introduction

1.1 Background of the study

1.2 Statement of the research problem

1.3 Objectives of the study

1.4 Significance of the study

1.5 Research questions

1.6 Research hypothesis

1.7 Conceptual and operational definition

1.8 Assumption

1.9 Limitation of the study

CHAPTER TWO

Review of the literature

2.1 Sources of literature

2.2 The review

References

CHAPTER THREE

Methodology

3.1 Research method

3.2 Research design

3.3 Research sample

3.4 Measuring instrument

3.5 Data collection

3.6 Data analysis

3.7 Expected results

CHAPTER FOUR

Data analysis

4.1 Data analysis

4.2 Result

4.3 Discussion

CHAPTER FIVE

Summary and recommendations for further study

5.1 Summary

5.2 Recommendation for further study

Bibliography

Appendix

Questionnaire

CHAPTER ONE

INTRODUCTION

Language or communication is life, and life is language or communication, so goes a certain communication axiom, it is on this premise that it is a truism to say that the history of traditional modes of communication is as old as human existence on the planet earth.

From the earliest period of the primitive man, traditional modes of communication has been used to communicate information by the use of

v Smoke signals

v Game

v Hunting

v sound signal

To present day practice of or a media mode of communication, using the

v town - crier

v Gunshots

v Drum beating

v gongs

traditional modes of communication can be defined as the product of the interplay between a traditional community customs and conflict, harmony and strike cultural convergence and divergences, culture specific tangibles and intangibles interpersonal relations, symbols and codes and oral traditions which includes mythology, oral literatures (poetry, story telling, proverbs)

v Masquerades

v Witchcraft

v Rites

v Rituals

v Music

v Dance

v Drama

v Costumes

And similar obstructions and artifacts which encompass a peoples factual, symbolic and cosmological existence from birth to death and even beyond death,

Traditional modes of communication gave way to modern mass media as a result of man's improvement in innovations of science and technology.

However, the mass media today has sub sector (electronic and print media) but the level and rate of development of this sub - sector has led to the need for the revival of the traditional modes of communication

For examples, the mass media in Nigeria today infected with so may problems that have definitely infected its utility as a medium for development of communication these problem includes:

v The mass media in Nigeria today is still much urban phenomenon instead of the known fact that 80% of Nigerian live in the rural area.

v The adverse economic environments which prevent in Nigeria at present are not conducive at all to mass media growth and operation, in the print media sub - sector, for example, the cost of newsprint and other production facilities have, among other thing forced some small - scale publishers of magazine, news papers and books to go off market, while most of the still existing ones have been forced to increase their cover prices for above the reach of many Nigeria.

In the electronic media sub - sector, in addition to the fact that government monopoly of radio / television station, ownership and control have continued to militate against the growth or rapid development of this media industry, this sub sector still has problem of cost and low professionalism to cope with.

It is against this backdrop of problems facing the mass media in Nigeria, that it has become imperative for the revitalization of the traditional modes of communication, which is more penetrative to the rural dwellers and more effective on operational mobilization strategy, as not as stimulation of mass participation of the rural people on concrete development projects.

Invariably, this need for traditional modes of communication reveal in line with the finding of rural socio - economic studies which discloses that "it is only at the village level that members of a rural community are best able to sit together for mutual consultation in search of viable solutions to community problems", as this study intends to find out form the Nenwe people of Aminri local government area, Enugu state, Nigeria.

1.1 BACKGROUND OF THE STUDY

It is an obvious fact that over 80% of Nigerian population reside in the rural area, and because of certain factors such as

v Illiteracy

v Poverty

v Lack of infrastructural development

The rural dwellers are ex - communicated or are made to be inaccessible to government policies and programmes, and are thus denied participation towards the articulation and implementation of these polices and programmes within the rural areas, this is as a result of negligence on the role and effectiveness of traditional modes of communication in mobilizing the rural people for development objectives.

It is based on these fundamental issues that this study will focus at spotlighting the effectiveness of traditional modes of communication in rural mobilization.

1.2 STATEMENT OF RESEARCH PROBLEM

Existing communication problem which have motivated this study will include as itemized below:

v The abject pauperization of the rural dweller have led to theirs communication from government polices and programmes due to their inaccessibility to the mass media

v That mass media in Nigeria have remained an urban phenomenon in spite of the fact that over 80% of the Nigerian population live in the rural areas.

v What similarities and dissimilarities exist between traditional modes of communication and the mass media, and which will serve the purpose of mobilizing the rural people most towards development objective. These are some of the problems this study will look into.

1.3 OBJECTIVE OF THE STUDY

This study will be aimed at discovering the usefulness and limitation, if any of the traditional artifact of the Nenwe town, its effectiveness and appraisal / roles in rural mobilization.

1.4 SIGNIFICANCE OF THE STUDY

This study will be a humble contribution towards the development of traditional modes of communication within the Nenwe town.

It will also serve as a source of encouragement to the marriage of traditional and modern mass modern mass media for the purpose of conveying institution to the traditional rural societies of which Nenwe town belongs to in Nigerian.

The study, as hoped, will also encourage other cultural studies toward African indigenous communication patterns and finally, will guide other who wants to know and understand this system of study.

1.5 RESEARCH QUESTIONS

The following research question and the major concerns of this study:

v What is the efficacy of traditional modes of communication in rural area?

v Will traditional modes of communicating enhance community mobilization in Nenwe?

v Are the traditional modes of communication more credible than the mass media among Nenwe people?

v What are the unique advantages of tradition modes of communication over modern communication?

v Is there any complementary roles played by the traditional mode of communication and the modern mass media?

1.6 RESEARCH HYPOTHESIS

For the purpose of this study, four research hypotheses went formulated, viz:

H1: traditional media of communication are effective in rural area

Ho: traditional media of communication are not effective in the rural areas.

H1: traditional modes of communication can be used to mobilize people

H0: traditional modes of communication cannot be used to mobilize the Nenwe people.

H1: traditional media are credible among Nenwe people

H0: traditional media are not credible among Nenwe people

H1: traditional modes of communication have unique advantages over modern mass communication.

H0: traditional modes of communication have no unique advantages over modern mass communication.

1.7 CONCEPTUAL AND OPERATION DEFINITIONS

Nenwe town

This will refer to the town or population under study

Traditional media of communication

This will refer to channel, method such as symbols and codes, masquerades, music dance, drama, costumes etc.

Mass media

This will mean channels of communication to a large audience such as the radio, television, newspaper and magazines

Culture

This will mean the way of life of a people such as in folk hones, dances, music, wrestling matches, and way of dressing

Communication

This is simply the sharing and dissemination of ideas and meaning

Information

This will mean any mass media content which serves as a guide or can persuades or have motivation under tones

Thereby reducing uncertainty or a number of alternative possibilities. In includes

v News

v Data

v Fact

v Massages opinions

v Comments

1.8 ASSUMPTIONS

It is assumed that the Nenwe town under study will have an appreciable interest and knowledge of their town's traditional modes of communication or artifacts.

It is also assumed that they should be fairly literate to understand the whole essence of this research study.

1.9 LIMITATIONS OF THE STUDY

Due to possible lack of maximum cooperation, thus study might be limited to information; this study might be limited to information collection such as population figures of the town under study.

The low literacy rate of the population under study, the non availability of previous studies on this topic and security of text books are all pat of the limitation of this study as well as possible interpretation of question of questionnaires to be distributed to the sample population.

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