Traditional Communication

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Every human society has developed its indigenous and traditional modes and channels of communication which characterise its existence, organization and development These communication modes and channels form the basis upon which the communities, especially the rural community, progress. Policy makers, planners and administrators, desirous to effect functional economic and social changes, must first identify such community communication modes and channels and utilize them to provide the people with maximum information about such changes.

Communication, the transmission of information from a point called origin or source to another called destination or receiver (or audience), is the blood stream of every community. A community may be explained as a group of people who have lived together long enough to evolve common culture, norms and values. Culture distinguishes one society from another. Culture gives form and meaning to a people's existence. Culture is defined by Onigu and Ogionwo (1981) as 'the complex whole of man's acquisitions of knowledge, morals, beliefs, arts, custom, technology, etc, which are shared and transmitted from generation to generation.'

In this definition, culture includes those things which man has invented and produced and which we can see, feel, or hear, as well as those aspects of man's behaviour which we cannot see, namely, knowledge, beliefs or morals, language, philosophy, attitudes, etc. Communication which is an act, a process of interaction, is carried out primarily through the use of signs (or symbols). Such signs or symbols must arouse the same meaning in the other person (individual or group or people) as it does in one's self. Communication is an aspect of culture, the non-material culture. Indigenous and traditional communication modes and channels, therefore, have a sort of cultural relativity. Such modes and channels are identified, assessed and understood in the context of the particular culture and its value system. The...
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