Traditional Communication Systems Approach: The Paradigm for Development Communication in Africa

Communication is the most indispensable phenomenon in the existence of man. African societies evolved their peculiar traditional communication systems since creation. These communication channels still represent their socio-cultural contexts and are well respected and adored. This paper examines the difficulties associated with governments in Africa and other change agents at locating a suitable paradigm in communicating development ideas to target communities in the continent and the third world. This , paper recognizes that emphasis on information to target social groups on development programmes in the past has failed to motivate communities* participation, which explains why these plans always fail. It recommends that development communication must recognize, accept and adopt traditional communication systems in Africa for change agents to achieve development goals. It has to be through diffusion of innovation. .