Conceptual Review

Conceptual Review

  The Concept of Traditional of Communication

          In every rural society, there has existed a unique way of communication and a means through which people disseminate and received information. This unique system of communication forms what is known as the traditional mode of communication. Folk media could be personal, interpersonal or group system of communication. It may come in form of storytelling, singing, drama narrow casting or group discussion. According to Anaeto and Anaeto (2010), “the traditional media are indigenous channels of communication developed and used by the local people to meet tier needs for information, education and entertainment”. They observed that trado-media are vehicle the common people employed for the delivery of their messages through the use of oral languages and cultural contexts which the community members can easily understand and identify.

          Ezekiel (1991), defines traditional system of communication as “the product of inter-play between customs and conflicts, harmony and strives, cultural conveyances divergences, cultural specific, tangible, interpersonal relationship which includes, mythology, oral literature, masquerade, witchcraft, rites, rituals, music, drama, dance, custom etc.

          Wilson (1990), observed that traditional system is the pe-industrial communication techniques that served  and continue to serve the communication needs in time past and in the present. He argues that, the system is dynamic, multi-media, multi-channel system, which is authoritative, credible definition, time-honoured, transactional, customary and ubiquitous as well as integrative, low cost, non-alienating, adaptive and popular.

          Amadi (1997), sees traditional media as a “whole corpus made up of variegated signification system that comprises the mythical, the dance, and ceremonies, the iconic, the symbolic, the code, the sonic, the convention, the index, the extramundane concepts as soul, divination, magic charming, totems and so forth.

          Ansu- Kyeremeh (1998), posits that, traditional communication is:

Any form of endogenous communication system, which by virtue of its origin forms an integration into a specific culture, serves as a channel for messages in a way that require the utilization of the values, symbols, institutions and ethos of the host culture through its unique qualities and attributes.

   Wilson (1987), point out that traditional media are:

Those media which have defied all efforts by western media to cannibalize them and perhaps supplant them, the continuous process of information dissemination, entertainment and education used in societies which have not been seriously dislocated by western culture or other external influence.

          Boafa (2006) notes that traditional media provide horizontal communication approaches to stimulate discussion and analysis of issues as well as sensitizing and mobilizing communities for development. Since, folk media are endogenous, culturally bound and people oriented, they are easier to be used in mobilization or campaign. This is because the people are involved in the information making processes.

          Zimbardo and Ebbissen (1969), highlight that attitude change is more persistent overtime, if the receiver actively participates in, rather than passively receives the communication. Gladson (2008), adds that “Folk media are vehicle for conveyance of moral values, norms and beliefs”.

          Traditional media are not merely a form of expression but are ways of expressing knowledge in a manner which is acceptable and functional. The poorest man in the land has access to his culture, expressed either in the story, poem, play, songs, proverb, custom, rural rites or a variety of other ways are characteristics of trado-media.

          Inline with this assertion, Wilson (1990), states that traditional communication is complex in nature in the sense that it is not only one system but also a network of media systems, which operate at various levels of African society. William and Udo (2010), note that indigenous media are an admixture of social conventions and practices and have become sharpened and blended into veritable communication modes and systems which have almost become standard practice for society.

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