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ERIC Number: ED437673
Record Type: Non-Journal
Publication Date: 1999-Nov
Pages: 12
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
Development Communication and the New Millennium: Which Way for Africa?
Moemeka, Andrew A.
Since development communication began in Africa in the 1950s, it has been based on the erroneous belief, first, that development meant westernization and, later, that it meant modernization. This led to two working assumptions: that money and educated (qualified) personnel were all that was needed to create development; and that all efforts should be concentrated on the rural areas. Because development has been misinterpreted to mean modernization, all efforts have been geared towards education for certification, urbanization, personal wealth accumulation, building of skyscrapers, and fruitless efforts at living like people in the Western world. In the next millennium, development communication efforts should be directed more towards enlightening the elite segment of the African population. A key factor in social development and change is education for practical and restrictive purposes--as a means of development, improving the welfare of all. It is generally acquired through open discussions between leaders and the people, community brainstorming, town meetings, purposive inservice training, seminars, workshops, and field experiences made possible through development communication, particularly through development oriented news and information from the media of mass communication. But mass media efforts must be supplemented with interpersonal communication to assure success. (NKA)
Publication Type: Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Africa