Development communication has three approaches or parading which are:

Development communication has three approaches or parading which are:

a.                 Modernization paradigm

b.                 Diffusion of innovation paradigm and

c.                  Participatory communication paradigm.

          But in this work, two paradigm is important and will be used, which is modernization paradigm and participatory communication paradigm.

                                       

2.1.1    Modernization Paradigm

          The modernization paradigm views development from the economic and materialistic point. It believes also that development is an irreversible evolutionary process whereby the target of every developing nation is to be like the western world of modern society. All society would, passing through similar stages, evolve to common point.

          The modern society, in other to be a modern society, the attitude of “backward” people their traditionalism bad taste, superstition,  fatalism, etc which are obstacle to the traditional society should be removed” Asadu, (cites servaes, 1995). To the proponents of this approach, the cultures of the developing countries are what inhibit development and unless they change and accept knowledge and technology of the North, there will be no development.

          Asadu, (cites servaes, 1995). These developmental obstacles can be removed through:

1.                    Demonstration: This is a situation where the developing world tries to “catch up” with the more developed by adopting more advanced methods and techniques.

2.                    Fusion: Which is the combination and integration of distinct modern methods

3.                    Compression: This is where the developing nation attempt to accomplishing the task of development in less time than it took the developed world.

4.                    Prevention: That is by learning from  the errors made by the developed countries

5.                    Adoption of modern practices to the local environment and culture: Development to this approach, means the transfer of technology and ideas. Communication researchers and scholars alike came up with the idea of that communication can help transform the society. It was this period that a political scientist, Daniel Lerner in his seminal work the passing of traditional society. (1958). Proposed that contact with the media create opportunity for “empathy” which helped western men acquire skills that spell modernity.

          Expanding Lerner’s views, a communication scholar Asadu (cites Schramm, 1964). Was more particular about how the communication can help the third world countries develop.

Features of Modernization Paradigm:

1.                 It sees audience as passive recipients of media message who only act when they are told to do so Bullet theory is its foundation.

2.                 It does not require immediate feedback.

3.                 It causes dependency of the developing world on the developed world.

4.                 Its messages are usually designed by experts to achieve a particular objective.

5.                 It does not require interaction between the people and the development agents.

2.1.2    Participatory Communication Paradigm

          This paradigm to  development was born out of the struggle by Latin Americans scholars who insisted that the problems of under development in third world countries was created not by the endogenous factors in these countries but the international economic and political order, which subjugated the south to the domination of the advanced capital state of the north. Asadu, (cites Inagak, 2007). These scholars believe that the people should be integrated or encouraged to take part in the developmental process of their place rather than copy from the “developed” north.

          Asadu, (cites Bondenave, 2006). Participatory communication is that type of communication in which all the interlocutors are free and have equal access to the means to experience collective action, aimed at promoting their interest, solving their problem and transforming their society, is the means end. Participatory communication paradigm is special because of its recognition to local cultures, media, wisdom and people. Appraising this approach Asadu, (cites Metalopulos & Kamlongera, 2004) Remarked that the involvement of the people in the communication design reveals the peoples priorities and aspirations. This reduces the possibility of using inappropriate communication approaches, idioms, Medias and channels. The followings makes development an all-inclusive venture where the poor and the rich, the well placed and the marginalized are given equal opportunity.

          This paradigm involves the use of communication strategies and techniques to mobilize the people towards the realization of the developmental needs it also provides a meeting point for the dialogue on the best way. Achieve self-determination.

2.2            Conceptual Review

          This section clarifies the concepts of radio communication in Bayelsa and also the access to information among rural dwellers. The following will be defined

i.        Communication

ii.       Radio

iii.      Rural Development

iv.      Development

v.       Access to Information

2.2.1    Concept of Communication

          The term communication comes from a Latin Word “Communicado” means “to share” living organisms send and share messages with each other. Every organism under the sum has one form of interaction or the other with other things round this interaction, which underline the ingredients of day-to-day existence, is communication. Ndimele, O.M & Innocent, K.H (2006).

          According Ndimele, O.M (2005) reports that communication is the transmission and reception of information (a message) between a source and a receiver using a signaling system. In linguistic context, source and receiver and interpreted in human terms, the system involved is language and the notion of response of the message becomes of crucial importance.

          From the definitions above, communication is a process that involves the sharing of information, ideas, emotion, feelings and understandings between two entities. Communication is a two way process. When the message get to the receiver, the receiver responds and the response is communicated as a feedback to the source. In which the source becomes the receiver while becomes the source.

          Communication is effective when there is sharing of meaning between the source an the receiver and communication is ineffective when there is no sharing of meaning between the source and the receiver. Communication takes place only when the message gets to the reliever as intended by the source. When the meaning is not understood by the receiver the same way the sender intended, communication has not taken place.

2.2.2  The Role of Communication in the Society

          Right from creation, communication has been identified as essential instrument for organizing a people into a formidable and cohesive work force. Ndimele, O.M (2005). He further illustrated this with the Bible Story of the Tower of Babel where the earth was of one language and the people agreed to build a city and a tower to reach heaven. According to him communication is a powerful force in unifying a people and in involving the individual in the national political system, economic and development programmes in their area. To attempt to build a tower unto heaven, this according to him, shows the magnitude of men’s solidarity, their commitment in terms of improving their well-being and upon all the power of a commonly shared means of communication in nation building.

          Communication is instrumental for mobilizing the people and that has helped to promote proper coordination. Communication plays a vital role in our society and it is through an effective, communication, knowledge about successful experiment is shared.

2.2.3   Mass Communication

          Mass communication is the process of creating shared meaning between the mass media and their audiences. Stanley, J.B (2003). Also Ndimele, O.M (2005). Quoted Dominick the term “Mass Communication” as the process by a complex organization with the aid one or more machines produces and transmits public messages that are directed at large heterogeneous, and scattered audience.

          According to Ndimele (2005), mass communication often involves simultaneous contact between one sender and many receivers, allowing an immediate -and extensive influence and immediate response by many at a time. He also stated that the source or sender of the message in mass communication situation is group of persons who usually act within predetermined functions in set up. The receivers of mass communication are large sometimes about several millions of people.

2.2.4    Mass Media

          The Mass media fully saturate our everyday lives that we are often unconscious of their presence, not to mention their influence. Media inform us, entertain us, delight us, annoy us, they move our emotions challenge our intellects, insult our intelligence. Media reduce us to mere commodities for sale to the highest bidder. Media help define us, they shape our realities. Stanley J. Baran (2003). It is obvious that the mass media play a lot of roles 1i the society, both positive and negative roles. From what follows I want to examine the functional roles of the mass media.

2.2.5   The Functional Roles of the Mass Media

          Mass media functions are classified into manifest and latent the manifest function of the mass media include provision of information, education and entertainment. These functions are obvious and are conversant with the society. The other functions of the media are socialization, mobilization, transmission of culture, ‘conferring of status on individuals etc. they are refer to ad the tent function of the mass media. Ndemele, O.M (2006). Further classified the functions of the mass media as follows:

Newsgathering and Information Dissemination

          The mass media as its role acquaint the audience with some important recent events and to enrich their store of knowledge regarding the events in the society in which they live. Newsgathering and information dissemination basically refer to surveillance of the environment. Which mean keeping close watch or guard over someone or something?

The media provide information to the people and to keep a close watch on the activities of individuals and government. It is the basic duty of the media to alert the society and create awareness through the provision of information concerning events and happenings. The media through the provision of information forewarn the people and prepare them to face any eventualities.

Education

          The mass media teach and instruct by impacting knowledge with a view to broadening the mental horizon of the individual and the larger society. The mass media teach skills acquisition, character formation and development of the intellect.

          The mass media can offer education in two ways. First, information provided by the mass media can educate the audience. This may be accidental and can fall under informal education. The media can also be used as a matter of deliberate policy to teach. For instance, we have a “School of the Air” programme, where students tune in at certain times of the day to receive their lectures from the teacher. Also is the use of the mass media for correspondence courses. In this way, the media help in education through being used as supplement to formal education system either by enriching the normal programme or by carrying the appreciable burden of teaching as exemplified in the Open University Scheme. The mass media also provide vocational training tip. Another example of using the mass media primarily for education is through books. Books are media mass communication.

          The transmission of people’s cultural heritage is part and parcel of the educational function of the mass media. Through the mass media, it is possible to transmit a people’s beliefs, traditional values and social norms from generation to generation.

Interpretation and Correlation

          Another important function of the mass media is to interpret or analyze the events that the audience is already acquainted with. Interpretation goes beyond information. It entails explanation, so that the public is told what to do, how to do it and the implication of s particular line of action. Editorials, news commentaries and features are some of the ways the mass media interpret and analyze events in the society.

Persuasion

          The mass media can convince and convent the public through critical reasoning and logical argument to abandon an old system and to embrace a new course of action. The media function as adequate forces of motivation and mobilization for groups in society. For instance, it is on record that the early nationalists depended heavily on the early press to motivate the people and to mobilize them to fight for independence. The early press gingered political consciousness in the people, leading to political agitation for freedom from the colonial masters.

          Again the media can be used as a potent force to seek the integration and reintegration of a people with chequered history. In every society, people are divided along certain lines, which can be cultural, political, social, economic or even religious. Such differences are bound to breed division, mistrust, friction, hostility and misunderstanding among the people. The mass media are therefore used to ensure the integration of the various segments of a society.

Selling/Advertising

          The one function of the media that contributes to rapid economic development Id advertising and advertising helps the media to be in business. Advertising described as the backbone of the media because without it the media will fold up. This is because the returns on investment will not be able to offset operational costs, not to talk of making profit. Manufacturer, importers, distributors etc, need advertising in order to draw the attention c the consumers to their goods, products or services. Whereas the mass media need the fund from advertising to be in business, business need advertising to be in existence.

          Advertising is a powerful tool in the quest for national development; it generally facilitates the creation of awareness leads to competition, higher product standards, lower costs and economic large scale. These in turn lead to economic and national Development.

Entertainment and Recreation

          The television is credited with providing the greatest entertainment for the advance. Entertainment attracts the largest possible reading, listening and viewing audience. Entertainment be found in factual or fictional stores on such things as love and crime, humour, conflict, human interest stories etc. these are found most’ in television and films. Entertainment can also be found in sports and light music (for the electronic media), comics, horoscopes, games, advice, humour and gossips (for the print media). Materials designed for entertainment can as well be informative, educative or even play serious social/cultural roles.

2.2.6  Radio

          Radio is a wireless transmission because there are no wires connecting a radio set to the station. The radio medium is advantageous to other media. The radio is not limited by poverty because of its relative cheapness of receiving a set. The radio is seen as the rural medium.

          According to Ndimele, O.M (2006). Programme on radio can be packaged in the local languages, thereby breaking the barrier of illiteracy. Radio programmes are supplemental, one can listen to the radio while doing other things. Radio programmes are also selective. They aim at particular listeners or audience. This is done through tailoring the format, style, language and presentation of programmes to suit particular listeners.

          Radio can be operated on Am (Amplitude Modulation) an FM (Frequency Modulation). AM waves travels in zig-zag format which enables them travel through mountains and valleys, traveling longer distances. FM waves travel straight line and are stronger. They have lighter frequency and are not affected by atmospheric

conditions.

2.2.7  Rural Development

          Rural Development (RD) is a programme of development engineering, which has since after the Second World War appeared prominent on the development a gender of most developing nations, the programmes have not being very encouraging and impressive, going by the results on ground. Infact, rural poverty, squalor and decay have continued to devastate most developing countries. Rural Development has been described by scholars and development administrators, as the catalyst and most pragmatic means of providing social facilities and services to the people in rural areas. It can be undertaken by governments, nongovernmental organizations or international agencies, private or public, e.g Food and Agricultural Organization (FAQ), UNDP, etc.

          Rural development has been described as “a process of planned change for which one approach or the other is adopted fort improvement and/or transformation of the lot of rural populace” or “a process of socio-economic change, involving the transformation of agrarian society in order to reach a common set of develo,1nent goals based on the capacities and needs of the people”. This means not only giving agriculture a central place in the process considering the fact that most rural areas are agrarian-oriented, but also employing employment, descent housing, education, electricity, water, health centers etc, for the people its major target must include to tackle rural poverty by economically empowering the people. According to Olisa and Obiukwu as quoted by Sam B. Kiagbor in his lesson note “Rural Development is conceived as being concerned with the improvement as well as, the transformation of social, mental, economic, institutional resources so as to enhance their capabilities to cope with their daily task of life and demands of modern times”.

          The Nigeria Rural Development has been considered as national imperative by successive governments for some reasons;

i.        Over 80% of the population lives in the rural areas

ii.       The wide development gap between urban and rural area.

iii.      The development problems in the urban areas, particularly poverty.

iv.      To ensure even development of country.

          A onetime military president of Nigeria, Ibrahim Babangida, in his 1987 Budget speech gave a summary of the objectives of Rural Development as follows:

1.       To improve the quality of life of rural people

2.       To link communities to Local Governments, Local       Governments to states   and states to the nation.

3.       To embark on education and manpower development of tine realities.

4.       To achieve socio-cultural and political mobilization of rural people for the           prosecution of rural programmes in the areas of road, health, housing     water, industrial and agricultural development.

         

          It is clear that Nigeria’s Rural Development policies have more often been incorporated in its National Development Plans. These are notable Rural Development strategies adopted by the governments among others, Rivers Basin and rural Development Authorities, Integrated Rural Development Programmes, DFRRI, MAMSE people Bank, Community.

          Four Models of Rural development were articulated by Akinbode (1986). According to him these models have been applied by many countries in order to secure the objectives of rural development they are as follows:

1.       Urban Development Model: This involves the concentration of development projects in urban areas believing that with time, development will trickle down to the rural areas. This model has not proved effective; rather, it has amplified rural-urban migration.

2.       The Sectoral or Agricultural Development Model: In this model there is         emphasis on developing the agricultural sector, which will generate capital    for the development of the industrial sector.

3.       Industrial Development Model: Advocates of this model posit that the   establishment of industries and industrial estates will stimulate the    development of the rural areas. Although, the model has been confronted with so many practical difficulties. In first place government is slow at establishing industries in the rural areas, while private investors are reluctant to invest in the rural areas due to lack of infrastructure such as good roads,. Improved public transportation, electrification, water and security.

4.       Integrated Rural Development Model: This involves the simultaneous   development of all the sectors of t rural economy. Although the model is       comprehensive in approach, most developing countries have rather paid lip- services to it in terms of implementation, perhaps, due to financial     constraints.

2.2.8  Basic Need Approach to Development

          The basic need approach came out of many years’ debate and experimentation by the International Labour Organization’s 4orld employment Conference in 1976. This is based on the fact that people need food, shelter, water and medical services, among others, to service.

          One of the characteristics of the Basic Need Approach to development calls for participatory development, which involves the people especially the poor who are the ultimate beneficiaries of development policies, programmes and projects. It also involves the identification of obstacles to development by the people and addressing them accordingly. In which case poverty as great obstacle to development of the people must be identified and eliminated or reduced to the barest minimum. The approach also stresses self-reliance. The participation of people is mandatory and essential for the definition and harmonization of concrete need.

The Basic Human Needs

          The following is a catalogue of basic human need as presented by Carl-Hill for true development to take place in any given society, these needs must be identified and met.

1.       Health Need: Without a minimum level of good health condition one cannot           biologically survive. Primary Health Care is therefore sine-quanon.

2.       Education Need: The essence of humanity is knowledge, so that without          learning, there is no real human existence.

3.       Employment: Man is defined by what he does, hence the essential nature of     man depends upon the characteristics of his employment and the quality of     his working life.

4.       Creative Need: Man must be creative and imaginative to improve the      quality of his living, that of the society and generation unborn.

5.       Income and Economic Security Need: Man must have steady and realistic           income/substantial saving and economic security as pre-requisite for        satisfying material needs so that livelihood depends on one’s personal income situation.

6.       Need for Justice: Justice should not be perverted, but must be administered      to safeguard life and property, guarantee equity and fraternity and create a just and egalitarian society.

7.       Social Participation Need: People should have unfettered freedom to      interact and establish social organization within the limit of the law.