Communication Research and Development Policy: Agenda Dynamics in an African Setting

Abstract

It is essential to implement an overarching conceptual framework if the purposes of research and development in African communication are to be realized. communication research which adapts the framework of agenda dynamics to the African context can be pivotal in shaping the development strategies of the continent in a manner consistent with the identified goals. Agenda dynamics is an integrative model focusing on the internal dynamics of several different agendas as well as on the relationships among and external influences on them. In adapting the agenda-dynamics model to the African context it is necessary to identify the 6 agendas whose operation and interaction virtually define development communications: the small group or interpersonal agenda; the traditional media agenda; the urban media agenda; the opinion agendas of the urban elite and non-elite; and the public policy agenda. A focus on such agendas reinforces the significance of research fact finding and planning as forerunners of any long-range development activity. Other advantages of adapting this framework are identified. (authors modified)