Akaase, Ter MosesYakubu, Bola Olajide2023-12-142023-12-142008-01-07Agbamu, J. (2006). Essentials of Agricultural Communication in Nigeria. Lagos: Malthouse Press Limited. Okunna, C. (1999). Introduction to Mass Communication (2nd ed). Enugu: New Generation Books. Okunna,' C. (2002). Teaching Mass Communication: A multi- dimensional Approach. Enugu: New Generation Books. McQuail, D. (1987). Mass Communication Theory: An Intro ductioruLondon: Sage Publications. Moemeka, A. (1989). “Perspectives on Development Communication, In Communication Socialis, Vol. EEL Moemeka, A. (2000). Development communication in Action. New York: University Press of America Inc. Mowlana, H, and Wilson, L. (1988). Communication Technology and Development,” in Okumna, C. (1999). Introduction to Mass Communication. Ibid. Rogers, E. (1986) Communication Technology; The New Media in Society. New York: The Tree Press. Rogers, E (1976). “Communication and Development: The passing of Dominant Paradigns” in Rogers, E. (ed) Communication and Development: Critical Perspective. Beverly Hills: Sage Publications. Sambe, J. (2000). Introduction to Mass Communication Practice in Nigeria. Markurdi: Aboki Publishers Ltd. Wilson, D. (1994). “Traditional Communication Systems in Modem Development.” In Boafo, S. (ed) Module on Development■ Communication. Nairobi; ACCE. Xavier Institute (1980). Development from Below. Ranchi: Xavier Institute for Social Service. lhttps://keffi.nsuk.edu.ng/handle/20.500.14448/6606Communication 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. .enArticle