Abstract
This discourse discusses communication as a potent sociological tool for rural and agricultural development. It demystifies the concepts of communication, rural and agricultural development. It high-lights principles of communication, types of communication, communication barriers and the role of communication in a holistic and sustainable rural and agricultural development in Benue State, Nigeria. The epilogue concludes by noting that as long as there is continued imbalance in the diffusion of agricultural information and wrongful targeting of information, the possibility of harnessing the full potentials of our rural populace towards attaining sustainable and holistic national, rural and agricultural development will remain problematic and in a limbo and another political snafu. It is recommended that segmentation of the target audience based on needs, interested agro-ecological areas should be adopted by senders of agricultural messages; and decentralization of radio, and television broadcasting in local languages should be encouraged and underscored.
Highlights
It is becoming increasingly apparent worldwide that development does not end in economics and that there can be no national development without rural and agricultural development
What communication needs to do in this perspective is to provide an auspicious climate for rural and agricultural development which are sine qua non for a holistic and sustainable national development generally
National development is the mission of all countries the world over and to attain this laudable objective, there is need to start this development at the grassroots by giving agricultural and rural development their rightful place in the scheme of things
Summary
It is becoming increasingly apparent worldwide that development does not end in economics (industry) and that there can be no national development without rural and agricultural development. According to Okonkwor (1987), more attention should be paid to development of endogenous skills and self-reliance Understood this way, development involves more than modernization or urbanization. The cardinal objective of economic development upon which national development is predicated is the improvement of man himself (Okonkwo, 1987) the assumption here is that once you develop human resources, you have succeeded in creating an enabling environment for a holistic national development. To achieve this laudable objective, we must start with sensitization and mobilization of human resources towards acquisition of knowledge, skills and desired attitudinal changes. What communication needs to do in this perspective is to provide an auspicious climate for rural and agricultural development which are sine qua non for a holistic and sustainable national development generally
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