Presentation and Analysis of Research Data On Traditional media of communication in Bille community
DATA
PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS
4.0
Introduction
This chapter deals with the presentation
of data, analysis of data and discussion of findings of the study.
4.1 Presentation and Analysis of Research Data
Table 1: Demographic variables of the respondents
Demographic variable Classification Frequency %
Sex Males 209 55
Females 172 45
381 100
Age 18 – 25 81 21
26 – 35 39 10
36 – 55 16042
56 – Above 101 27
381100
Educational Status Primary 10026
Post primary 87 23
Tertiary 359
Illiterate159 42
381 100
Occupation Public/ Civil servant 70 18
Business men/women 124 33
Student 4111
Applicants/Unemployed 14638
381 100
Source of Data: Response to the questionnaire (Research instrument)
4.1 Presentation and Analysis of Research Data
Table 1: Demographic variables of the respondents
Demographic variable Classification Frequency %
Sex Males 209 55
Females 172 45
381 100
Age 18 – 25 81 21
26 – 35 39 10
36 – 55 16042
56 – Above 101 27
381100
Educational Status Primary 10026
Post primary 87 23
Tertiary 359
Illiterate159 42
381 100
Occupation Public/ Civil servant 70 18
Business men/women 124 33
Student 4111
Applicants/Unemployed 14638
381 100
Source of Data: Response to the questionnaire (Research instrument)
Table 2: Traditional media of
communication in Bille community
Traditional media of communication
Total number Respondent`
Respondent’s rating
%
Traditional media of communication
Total number Respondent`
Respondent’s rating
%
Town crier
381
381
100
381
381
100
Age grade
381
381
100
381
381
100
Folk theatre
381
0
0
381
0
0
Women association
381
302
79.3
381
302
79.3
Traditional ruler’s council
381
381
100
381
381
100
Community development committee
381
289
75.9
381
289
75.9
Market places
381
355
93.2
381
355
93.2
Places of worship
381
257
67.4
381
257
67.4
Source of Data: Response to the
questionnaire (Research instrument)
Table 3: Traditional
communication and mobilization for development health programmes and projects..
Options
Respondents
%
Options
Respondents
%
Able to mobilize
279
73.3
279
73.3
Unable to mobilize
95
24.8
95
24.8
Undecided
7
1.9
7
1.9
Total
381
100
381
100
Source of Data: Response
to the questionnaire (Research instrument)
Table 4: Levels of traditional
media of communication for mobilization for development health programmes and
projects.
Options
Respondent
%
Options
Respondent
%
Significant
297
78
297
78
Moderate
57
15
57
15
Insignificant
27
7
27
7
Total
381
100
381
100
Source of Data: Response
to the questionnaire (Research instrument)
Table 5: Most utilized media of traditional communication for Health projects in Bille community.
Traditional Media of communication
Total number of respondent
Respondent
%
Table 5: Most utilized media of traditional communication for Health projects in Bille community.
Traditional Media of communication
Total number of respondent
Respondent
%
Town crier
381
381
100
381
381
100
Age grade
381
339
89
381
339
89
Folk theatre
381
0
0
381
0
0
Women association
381
236
62
381
236
62
Traditional ruler’s council
381
309
81
381
309
81
Community development committee
381
300
78.7
381
300
78.7
Market places
381
0
0
381
0
0
Places of worship
381
17
4.5
381
17
4.5
Source of Data: Response to the
questionnaire (Research instrument)
Table 6: Comparative response to health projects from traditional media and mass media of communication in Bille community.
Options
Respondent
%
Table 6: Comparative response to health projects from traditional media and mass media of communication in Bille community.
Options
Respondent
%
Mass media
95
25
95
25
Traditional media
286
75
286
75
Total
381
100
381
100
Source of Data: Response
to the questionnaire (Research instrument)
Table 7: Traditional/ mass
media coverage on health programmes dissemination in Bille community
Options
Respondents
%
Options
Respondents
%
Convergence
256
67
256
67
Non-Convergence
125
33
125
33
Total
381
100
381
100
Source of Data: Response
to the questionnaire (Research instrument)
Table 8: Evaluation of Government/ development agencies using traditional media of communication in conjunction with mass media for health programmes/projects in Bille community.
Options
Respondents
%
Table 8: Evaluation of Government/ development agencies using traditional media of communication in conjunction with mass media for health programmes/projects in Bille community.
Options
Respondents
%
Significant
54
14
54
14
Moderate
106
29
106
29
Insignificant
221
58
221
58
Total
381
100
381
100
Source of Data: Response
to the questionnaire (Research instrument)
Table 9: Benefits of traditional communication media abovemass media in Bille community
S/N
Responses
Respondent
%
Table 9: Benefits of traditional communication media abovemass media in Bille community
S/N
Responses
Respondent
%
1
Familiar and comfortable with the traditional media than mass media
110
28.9
Familiar and comfortable with the traditional media than mass media
110
28.9
2
The use of the indigenous language
53
13.9
The use of the indigenous language
53
13.9
3
The involvement of local authorities
103
27.1
The involvement of local authorities
103
27.1
4
All content of the traditional media are directed on the people of the community
18
4.7
All content of the traditional media are directed on the people of the community
18
4.7
5
Everyone is carried along and no mediator needed
21
5.5
Everyone is carried along and no mediator needed
21
5.5
6
Perceived credibility in traditional media messages
41
10.8
Perceived credibility in traditional media messages
41
10.8
7
Known sources of traditional media messages
20
5.2
Known sources of traditional media messages
20
5.2
8
Undecided
15
3.9
Undecided
15
3.9
Total
381
100
100
Source of Data: Field
observation and Response to the questionnaire (Research instrument)
Table 10:Problem associated with the use of traditional media of communication for the development of Bille community
S/N
Responses
Respondent
%
Table 10:Problem associated with the use of traditional media of communication for the development of Bille community
S/N
Responses
Respondent
%
1
Government’s assumption that everybody forms broad cast audience
39
10.2
Government’s assumption that everybody forms broad cast audience
39
10.2
2
Inconsistent and bias message dissemination
78
20.5
Inconsistent and bias message dissemination
78
20.5
3
The speed and wide coverage of the mass media that render traditional communication media recessive
43
11.3
The speed and wide coverage of the mass media that render traditional communication media recessive
43
11.3
4
The cumbersomeness of traditional media practice
37
9.7
The cumbersomeness of traditional media practice
37
9.7
5
Lack of respect for the town crier
24
6.3
Lack of respect for the town crier
24
6.3
6
Limited coverage of the traditional media
53
13.9
Limited coverage of the traditional media
53
13.9
7
Lack of salaries for traditional media practitioners
97
25.5
Lack of salaries for traditional media practitioners
97
25.5
8
Undecided
10
2.6
Undecided
10
2.6
Total
381
100
381
100
Source of Data: Response
to the questionnaire (Research instrument)
4.2 DISCUSSION OF FINDINGS
Research Question 1:
modes/media were suggested in item five of
the questionnaire. In table 2, respondent identified Are there significantly
useful traditional modes of communication among Bille people?
To ensure respondents’ appreciation of traditional communication, an array of traditional communication all but one (Folk theatre) of the suggested media as means of message diffusion in Bille community. It was discovered that the Town crier, Community Development Committee (CDC), Traditional Rulers Council, Age Grade Association, Market place Discussion, as well as Worship place and Women group are the modes/media of traditional communication in Bille community. Considering table 1 that consist of the demographic variables of the respondent, Bille community is more inclined to traditional or indigenous communication following a higher population of the old and elderly compared to the young. Table 1 shows the percentage of the age variation as; 27% of the population are 56- Above, 42% are 36-55 years of age, 10 and 21% are for the ages 26-35 and 18-25 respectively. From the above it is obvious that a larger group of the population ofBille community are from ages 36 and above, which can be categorised as more of the old and elderly leaving a fewer population of young people which we may say are more inclined to the western or modern mode of communication. The educational and occupational category also have a role to play in the prevalence of indigenous communicationmode because 42% of the population are illiterate and 58% are distributed among the literate group which are categorised in three educational status with percentages as follows;26% - Primary,23% - post primary and 9% - tertiary. Looking at the above distribution, the presence of more illiterate people in Bille community can only give room for more utilization of the indigenous mode of communication in other to effectively transmit any form of information especially developmental messages and the participation of the majority of the communities’ population. On the educational category, using the studies population: 38% of the population are Unemployed, 33% are business men and women while 18 and 11% are public/civil servants and students respectively. From this figures we can analyse that the number of people that may be exposed to other modes of communication other than the indigenous form of communication, form the fewer part of the population which are the public or civil servants and the students.From the above analysis of the different categories that make up the demographic variables and the responses gathered from item five of the questionnaire, the people of Bille community are more inclined to their indigenous mode of communication as they have identified in table 2. From the above discussion their need for an indigenous mode of communication to transmit whatever form of message becomes a necessity and not just a need to enable effective communication and participation of the people in development programmes and projects.
RESEARCH QUESTION 2:
To ensure respondents’ appreciation of traditional communication, an array of traditional communication all but one (Folk theatre) of the suggested media as means of message diffusion in Bille community. It was discovered that the Town crier, Community Development Committee (CDC), Traditional Rulers Council, Age Grade Association, Market place Discussion, as well as Worship place and Women group are the modes/media of traditional communication in Bille community. Considering table 1 that consist of the demographic variables of the respondent, Bille community is more inclined to traditional or indigenous communication following a higher population of the old and elderly compared to the young. Table 1 shows the percentage of the age variation as; 27% of the population are 56- Above, 42% are 36-55 years of age, 10 and 21% are for the ages 26-35 and 18-25 respectively. From the above it is obvious that a larger group of the population ofBille community are from ages 36 and above, which can be categorised as more of the old and elderly leaving a fewer population of young people which we may say are more inclined to the western or modern mode of communication. The educational and occupational category also have a role to play in the prevalence of indigenous communicationmode because 42% of the population are illiterate and 58% are distributed among the literate group which are categorised in three educational status with percentages as follows;26% - Primary,23% - post primary and 9% - tertiary. Looking at the above distribution, the presence of more illiterate people in Bille community can only give room for more utilization of the indigenous mode of communication in other to effectively transmit any form of information especially developmental messages and the participation of the majority of the communities’ population. On the educational category, using the studies population: 38% of the population are Unemployed, 33% are business men and women while 18 and 11% are public/civil servants and students respectively. From this figures we can analyse that the number of people that may be exposed to other modes of communication other than the indigenous form of communication, form the fewer part of the population which are the public or civil servants and the students.From the above analysis of the different categories that make up the demographic variables and the responses gathered from item five of the questionnaire, the people of Bille community are more inclined to their indigenous mode of communication as they have identified in table 2. From the above discussion their need for an indigenous mode of communication to transmit whatever form of message becomes a necessity and not just a need to enable effective communication and participation of the people in development programmes and projects.
RESEARCH QUESTION 2:
Have development agencies significantly
employed traditional communication to drive development health programmes and
projectsin Bille?
A number of health activities were listed
in item seven of the questionnaire, to enable us know if such activities are
communicated to the people of Bille using the traditional mode of communication
.Responses to the question in table 3 revealed that traditional communication
media are able to mobilize Bille people for health initiatives by 48.3%
difference between the affirmative and negative responses in favour of the
affirmative. Though 1.9% did not indicate their position, this figure is too
insignificant to have any effect on the result.
The impact of traditional media for health message dissemination on the people was presented in table 4. The table reflects 78% of respondents’ espousal of the significant extent to which the traditional media mobilize Bille people for healthdevelopment activities.
From table 5,it can be deduced that the Town crier, Traditional Rulers Council, Community Development Committee, Age Grades, Women Association and place of worship are the particular media of communication employed to encourage health development practices in Billecommunity. The Town crier is seen as the most utilised and effective medium for development message dissemination in the community following the affirmation of all 381 respondents (100%). Next to the Town crier is the Age grade (89%), followed by the Traditional rulers council (81%), Community Development committee (78.7%) and Women Association (62%) while the other modes of communication mention had a very low percentage of respondents acknowledging it.
In relation to the demographic variables in table 1, the above brake down is expected when the majority of the population are elderly and illiterate. The traditional modes of communication mentioned above are the easiest ways of getting to this group of people and to enable effective communication. Developmental communication can only be a success when the recipient of the message understands the message in the same way the sender or source had sent it. From all analysis above we can boldly say that the only way any form of developmental message can be successful in a rural community like Bille is when the source of the message makes use of the traditional modes of communication most familiar and recognised by the people. In this way the message can be passed easily and the possibility of their participation in the developmental activity can be achieved.
RESEARCH QUESTION 3:
The impact of traditional media for health message dissemination on the people was presented in table 4. The table reflects 78% of respondents’ espousal of the significant extent to which the traditional media mobilize Bille people for healthdevelopment activities.
From table 5,it can be deduced that the Town crier, Traditional Rulers Council, Community Development Committee, Age Grades, Women Association and place of worship are the particular media of communication employed to encourage health development practices in Billecommunity. The Town crier is seen as the most utilised and effective medium for development message dissemination in the community following the affirmation of all 381 respondents (100%). Next to the Town crier is the Age grade (89%), followed by the Traditional rulers council (81%), Community Development committee (78.7%) and Women Association (62%) while the other modes of communication mention had a very low percentage of respondents acknowledging it.
In relation to the demographic variables in table 1, the above brake down is expected when the majority of the population are elderly and illiterate. The traditional modes of communication mentioned above are the easiest ways of getting to this group of people and to enable effective communication. Developmental communication can only be a success when the recipient of the message understands the message in the same way the sender or source had sent it. From all analysis above we can boldly say that the only way any form of developmental message can be successful in a rural community like Bille is when the source of the message makes use of the traditional modes of communication most familiar and recognised by the people. In this way the message can be passed easily and the possibility of their participation in the developmental activity can be achieved.
RESEARCH QUESTION 3:
To what extent do the Government and
development agencies make use of Bille Traditional modes of communication in health
programmes and projects? The capacity of the mass media to mobilize the Bille
people for health development projects and programmesstands no comparison with
the traditional media as presented in table 6. The comparative responses of the
respondents were in favour of the traditional media with 75% respondent over
the mass media having 25% respondents.
In view of this, the traditional media have an edge over the mass media and the mass media seem not to pose any threat to the existence and usage of the traditional media in disseminating health projects. From table 6 there is no base of comparison showing the 75% margin from the mass media portraying that Bille people are more inclined to their indigenous media in relation to the mass media. Table 4 buttress the above position, giving the level at which traditional media of communication mobilizes people towards health projects. It had options ranging from significant 78%, Moderate having 15% and insignificant 7%. More respondent attested to the fact that the traditional media of communication significantly mobilizeshealth development projects and programmes in Bille community.
In table 7, it was known to Bille people that government and development agencies use both the traditional and mass media for health message dissemination in the community, by 34% difference between the affirmative and negative responses in support of the affirmative. Regarding the extent to which traditional media of communication are utilised for health development purpose in bille is on a minimal level because government and development agencies do not utilise traditional media in isolation. Table 8 shows that more than half (58%) of respondents declared the level of adoption of the media-mix inconsequential. Traditional media is underutilised following the mix with mass media and hinders the effectiveness of the health development message. A society with more illiterate people would be more inclined to their indigenous mode of communication and the only logically way to effectively communicate with such group of people is by administering the modes of communication they are familiar with.
From our findings, traditional media in Bille community are not used optimally; rather it is seen and used by the government and development agencies as a compliment to the mass media for the development of Bille community.
RESEARCH QUESTION 4:
In view of this, the traditional media have an edge over the mass media and the mass media seem not to pose any threat to the existence and usage of the traditional media in disseminating health projects. From table 6 there is no base of comparison showing the 75% margin from the mass media portraying that Bille people are more inclined to their indigenous media in relation to the mass media. Table 4 buttress the above position, giving the level at which traditional media of communication mobilizes people towards health projects. It had options ranging from significant 78%, Moderate having 15% and insignificant 7%. More respondent attested to the fact that the traditional media of communication significantly mobilizeshealth development projects and programmes in Bille community.
In table 7, it was known to Bille people that government and development agencies use both the traditional and mass media for health message dissemination in the community, by 34% difference between the affirmative and negative responses in support of the affirmative. Regarding the extent to which traditional media of communication are utilised for health development purpose in bille is on a minimal level because government and development agencies do not utilise traditional media in isolation. Table 8 shows that more than half (58%) of respondents declared the level of adoption of the media-mix inconsequential. Traditional media is underutilised following the mix with mass media and hinders the effectiveness of the health development message. A society with more illiterate people would be more inclined to their indigenous mode of communication and the only logically way to effectively communicate with such group of people is by administering the modes of communication they are familiar with.
From our findings, traditional media in Bille community are not used optimally; rather it is seen and used by the government and development agencies as a compliment to the mass media for the development of Bille community.
RESEARCH QUESTION 4:
Are there benefits derived from the use of
the traditional communication modes in the development of Bille kingdom?
Responses to item 14 were analysed in table 9. Respondents gave their view on the benefits of Traditional communication over the mass media. According to the data in table 9,28.9% respondent respond more to traditional media disseminated messages because they are familiar and comfortable with the traditional communication media as their means of communication in Bille community. 27.1% stated the involvement of local authorities as a benefit of traditional communication media over the mass media, while 13.9% attributedthe advantage traditional media has over mass media to the use of the indigenous language. 10.8% perceived credibility in traditional media messages, another benefit attributed by5.2% respondent is the knowledge of the sources of traditional media messages, while 5.5% attested to the fact that everyone is carried along. The contents of traditional media are directed on the people of the community was the response of 4.7% respondent and 3.9% of the respondents were undecided.
The above benefits give credit to the traditional mode of communication of the Bille people and reasons why it should be accorded a pride of place in the communication system of the people. From their above views, it is clear on how much they appreciate and value their indigenous mode of communication. It is only pertinent for anyone who intends to achieve an effective communication with the Bille people to utilise it to enable the achievement of the aim and objectives of the message they are communicating.
RESEARCH QUESTION 5:
Responses to item 14 were analysed in table 9. Respondents gave their view on the benefits of Traditional communication over the mass media. According to the data in table 9,28.9% respondent respond more to traditional media disseminated messages because they are familiar and comfortable with the traditional communication media as their means of communication in Bille community. 27.1% stated the involvement of local authorities as a benefit of traditional communication media over the mass media, while 13.9% attributedthe advantage traditional media has over mass media to the use of the indigenous language. 10.8% perceived credibility in traditional media messages, another benefit attributed by5.2% respondent is the knowledge of the sources of traditional media messages, while 5.5% attested to the fact that everyone is carried along. The contents of traditional media are directed on the people of the community was the response of 4.7% respondent and 3.9% of the respondents were undecided.
The above benefits give credit to the traditional mode of communication of the Bille people and reasons why it should be accorded a pride of place in the communication system of the people. From their above views, it is clear on how much they appreciate and value their indigenous mode of communication. It is only pertinent for anyone who intends to achieve an effective communication with the Bille people to utilise it to enable the achievement of the aim and objectives of the message they are communicating.
RESEARCH QUESTION 5:
Are there constraints militating against
the use of traditional communication modes in the development of the kingdom?
Table 10 revealed that the absence of salaries negatively affect the performance of traditional media practitioners. This happens to be the greatest constraint being the opinion of the highest percentage of respondents (25.5%) in the table. In table 5, it was discovered that the Town crier as one of the most appropriate medium of development message dissemination. In spite of this fact, 6.3% of respondents in table 10 show that the individual Town crier is not respected by members of his community. It is possible to deduce that the absence of salaries is inconsequence of the lack of regard for the Town crier’s position. Since it is not an enviable position and has no monetary benefits attached to it, people tend to look down on them as they carry out their duties. The messages they disseminate may even be ignored but for the fact that sanctions like fines and deprivation from community entitlement among others are attached to his message from the local authorities. If the position of the town crier has some financial benefits attached and seen as a lucrative job, some level of respect would be accorded to him giving him a source of encouragement to do better on his job and many more people would be interested in the job of a town crier.
20.5 % of respondent acknowledged the Inconsistent and bias message dissemination nature of the town crier, 10.2% stated Government’s assumption that every body forms broadcast audience, while the cumbersomeness of traditional media practice was the opinion of 9.7% of respondent. The inconsistent and bias nature of the town crier can be checked by the authorities, especially if there is some form of financial benefit attached to his job. It is also easy for Government and some development agencies to assume that everyone forms part of the broadcast audience because some times proper investigation is not done to know the kind of community they are venturing into and what is obtainable.
Table 10 revealed that the absence of salaries negatively affect the performance of traditional media practitioners. This happens to be the greatest constraint being the opinion of the highest percentage of respondents (25.5%) in the table. In table 5, it was discovered that the Town crier as one of the most appropriate medium of development message dissemination. In spite of this fact, 6.3% of respondents in table 10 show that the individual Town crier is not respected by members of his community. It is possible to deduce that the absence of salaries is inconsequence of the lack of regard for the Town crier’s position. Since it is not an enviable position and has no monetary benefits attached to it, people tend to look down on them as they carry out their duties. The messages they disseminate may even be ignored but for the fact that sanctions like fines and deprivation from community entitlement among others are attached to his message from the local authorities. If the position of the town crier has some financial benefits attached and seen as a lucrative job, some level of respect would be accorded to him giving him a source of encouragement to do better on his job and many more people would be interested in the job of a town crier.
20.5 % of respondent acknowledged the Inconsistent and bias message dissemination nature of the town crier, 10.2% stated Government’s assumption that every body forms broadcast audience, while the cumbersomeness of traditional media practice was the opinion of 9.7% of respondent. The inconsistent and bias nature of the town crier can be checked by the authorities, especially if there is some form of financial benefit attached to his job. It is also easy for Government and some development agencies to assume that everyone forms part of the broadcast audience because some times proper investigation is not done to know the kind of community they are venturing into and what is obtainable.
Traditional communication media as shown
in table 10 is limited in coverage. This is the opinion of 13.9% respondent,
the coverage is obviously limited because there is no automationof the
equipment involved in the communication process. This explainswhy traditional
media practitioners especially the town criers pass through discouraging
energy-sapping processes to disseminate messages. It also lends credence to
Boafo’s (2009) observation that the traditional media of communication are
deficient in information dissemination across wide and geographically disperse
populations. This defect is the hall –mark of the mass media of communication
and the opinion of 11.3% of the respondent. Its application to rural
development by government renders the traditional media recessive. Another
constraint further revealed is the mood of the town crier at a particular time
that may lead to inconsistency in delivering the message and the individual
biases of information purveyors in the traditional communication system that
may also lead to distortion of message contents, giving rise to the
reliability. Finally 2.6% of responded did not respond to this question making
them undecided.
No comments