EMMANUEL MUTISYA NGUI
SCHOOL OF JOURNALISM, UNIVERSITY OF NAIROBI
SUPERVISOR: DR GEORGE GATHIGI
How is communication being used to respond to various sectoral needs?
26 What Mass Communication Can Do, and what It can ‘Help’ to Do, in National Development- Wilbur Schramm/1964
36 Excerpt from: Communication: Forgotten Tool of National Development. Luis Ramiro Beltran/ 1967
54 Development Communication in Agricultural Context- Nora C. Quebral/1971
59 Excepts from: Traditional Urban Media Model: Stocktaking for African
Norah C. came up with the thinking behind the application of communications in the agricultural industry during the times when the modernization theory of development was still in use. As per the modernization hypothesis, present day social orders are progressively gainful, are better taught, and the poor get more welfare.
Over time, some fields of agriculture such as organic farming have evolved as a result of the implications that come with modern technology hence the impact of communications in agricultural development is seen vividly.
This too has its own negative implications as may be seen in what happened after we left our traditional organic farming to adopting chemical farming, which landed us into extreme environmental trouble. Communication for agricultural development is hereby clearly perceived to have direct implications on large, passive audiences and is used to bridge the gap between technology and agriculturalists.
It is used to diffuse information from the more elite members of the society about new technological advancements in agriculture as well as highlight dangers that come with it such as the impact caused by chemicals used in farms and the resulting damage they have on the soil, to mention but just a few examples..
Communication plays a vital role in raising agriculturalists’ expectations in the events of new discoveries, unifying diverse groups and persuading people to shed traditional attitudes, learn new skills, and adopt emerging technological innovations.
Development communication experiments were located between postcolonial and underdevelopment theories, and as such, to understand its origins, a study must focus on the earliest non-commissioned and community-originated experiments, as this study purports to do.
Norah C. 1971 introduces us to certain truth such as the time when technology sprung up and saw the birth of radio broadcasting while the society was not advanced enough to accept the application of the benefits that were presented by radio as a new channel of communication. Therefore, communication prepares researchers and other practitioners involved in agriculture to adjust to certain predictions on technological and social changes which create an environment for them to maximize profits.
The position of communication in development today is therefore seen as a conventional one especially with the introduction of digital media which is rapidly replacing the traditional media.
As the world continues to narrow down into one unified global village, agriculture practitioners are embracing the new media platforms to connect and sell their goods and merchandise with much convenience in a much more networked society.
Effective communication hereby comes out as a vital tool to the food and agricultural enterprises and cooperative societies. The integral role of information and human communication facilitates research processes and helps in identifying key marketing strategies and angels for every sector of agriculture-related activity linked at both local and global levels