Sustaining Communal Media for Development in the Age of Globalization

Abstract

Sequel to the challenges posed by globalization in today’s world with reference to Nigeria, this paper calls critical attention to the need to sustain participatory communication through the communal media for sustainable development. It examines the prospects of deploying communal media which involve participatory communication that emphasizes interpersonal approach, face to face communication, traditional, indigenous media channels and group activities to foster change and development. The paper adopts the Development Media Theory and the Participatory Communication. The Development media theory prescribes the functions of the press in developing nations such as Nigeria, Ghana, Senegal etc. the theory argues that press must provide platforms that can accelerate the development of their respective nations. The participatory Communication theory stresses the importance of cultural identity of local communities and participation at all levels—national, local and individual. The theory asserts that participation is necessary in order to share information, trust, knowledge, commitment and a right attitude to development activities. The paper therefore opines that communal media employs interpersonal means which can influence people, attitudes, behavior by informing and educating them for development purposes. Consequently the paper recommends a change in communication policy making and a re-deployment of interpersonal communal media of communication for sustainable development in today’s global age.