The study examines the uses and impact of traditional communication as effective tool for creating health awareness in Abak rural region. The study is predicated on the research problem that the Western modern mass media which have dominated the landscape of Abak rural region have not been very effective in mobilising the grassroots who are mostly rural, poor and illiterate for development. Adopting the survey research method using primary and secondary data sources a sample size of 175 drawn from Abak, were selected for the study. Simple percentages, tables, frequencies and charts were used to analyse the data. The findings shows that traditional communication is useful and effective for creating health awareness; traditional communication or media tools exist for creating health awareness; traditional communication media can be strategically used to reach the rural populace; there are significant hindrances to effective utilization of traditional communication media; and there are policies and projects that boost the use and impact of tradition communication. The recommendations are effective needs assessment, effective use of traditional communication media to reach the grassroots given their low literacy level, for adequate awareness, sensitisation and mobilisation for development, proper funding of traditional communication to preserve cultural values and heritage, greater involvement of traditional institutions and persons for effective creating health awareness.
Table of Contents
1 INTRODUCTION
1.2 STATEMENT OF THE PROBLEM
1.3 OBJECTIVES OF THE STUDY
1.4 RESEARCH QUESTIONS
1.5 SIGNIFICANCE OF THE STUDY
2 LITERATURE REVIEW
2.1 WHAT IS TRADITIONAL COMMUNICATION AND ITS MEDIA
2.2 TAXONOMY OF TRADITIONAL MEDIA SYSTEMS
2.3 THE INTERACTIVE POWER OF LOCAL AND TRADITIONAL COMMUNICATION
2.4 THEORETICAL FRAMEWORK
3. RESEARCH METHODOLOGY
4. DATA PRESENTATION AND ANALYSIS
4.1 SUMMARY OF FINDINGS
5. CONCLUSION
6 RECOMMENDATIONS
Research Objectives and Core Themes
This study aims to examine the role and effectiveness of traditional communication methods as tools for enhancing health awareness among the rural population in the Abak region, addressing the limitations of modern mass media in mobilizing these grassroots communities.
- Effectiveness of traditional communication in rural health campaigns.
- Identification of traditional media tools (e.g., town criers, folk media).
- Strategies for integrating traditional media into modern health policy implementation.
- Barriers to the utilization of traditional communication channels.
- The cultural significance of communication in grassroots mobilization.
Excerpt from the Book
2.2 TAXONOMY OF TRADITIONAL MEDIA SYSTEMS
It was in 1981 that Des Wilson working in the Cross River area of Nigeria approached the virgin land of traditional media taxonomy through a systematic study, classification, analysis and understanding of the various media processes and content within the traditional context. The Theatre Workshop experimentation recommended by experts in Botswana in 1979 and studies by Nwunell (1981) have also contributed to our knowledge of the traditional media system.
There are numerous traditional forms of communication in Nigeria's old Calabar province. These are the various forms which the fabled town crier employs in his different communication roles. They can be broadly divided into eleven classes, namely:
(i) Idiophones: These are self-sounding instruments or technical wares which produce sound without the addition or use of an intermediary medium. The sound or message emanates from the materials from which the instruments are made and they could be shaken, scratched, struck, pricked (pulled) or pressed with the feet. In this group we have the gong, woodlock, wooden drum, bell and rattle,
(ii) Membranophones: These are media on which sound is produced through the vibration of membranes. They include all varieties of skin or leather drum. These drums are beaten or struck with well-carved sticks. Among the various Nigerian groups, skin drums of various sizes and shapes abound. Perhaps the most popular, because it is the most exposed and intricate in its craftsmanship, is the Yoruba talking drum, locally called 'dundun'
(iii) Aerophones: These are media which produce sound as a result of the vibration of a column of air. They comprise media of the flute family, whistle reed pipes, horns and trumpets,
(iv) Symbolography: This simply means symbolic writing or representation. Communication takes place when an encoder uses graphic representations to convey a message which is understood within the context of a known social event and an accompanying verbal message. It is a descriptive representational device for conveying meaning.
Summary of Chapters
1 INTRODUCTION: Outlines the significance of traditional media as culturally embedded communication channels that remain essential for reaching rural populations.
2 LITERATURE REVIEW: Explores existing definitions, the taxonomy of traditional media systems, and the theoretical foundation based on Cultural Indicator theory.
3. RESEARCH METHODOLOGY: Details the survey research approach used to collect primary data from 200 respondents in the Abak region.
4. DATA PRESENTATION AND ANALYSIS: Analyzes the survey results, demonstrating that traditional media is widely recognized and considered effective for health awareness.
5. CONCLUSION: Argues that ignoring the cultural frame of reference of the target audience renders development programs futile, emphasizing the necessity of traditional media.
6 RECOMMENDATIONS: Proposes actionable strategies, including better needs assessment, proper funding, and the integration of traditional institutions into health campaigns.
Keywords
Traditional communication, health awareness, rural mobilization, Abak region, folk media, grassroots development, cultural indicators, health campaigns, survey research, social behavior, indigenous knowledge, communication tools, community participation, tradomodern communication, public health.
Frequently Asked Questions
What is the core focus of this research?
The research focuses on evaluating the effectiveness of traditional communication systems as a strategic tool for disseminating health information and mobilizing rural communities in Abak, Nigeria.
Which thematic areas are covered?
The study covers the classification of traditional media, the cultural role of communication, methods of rural health outreach, and the challenges faced when using traditional versus modern media.
What is the primary objective of the study?
The main objective is to identify how traditional media can be effectively used to increase health awareness and to overcome the limitations of modern mass media in the rural Abak region.
Which methodology does the author employ?
The author employs a survey research methodology, utilizing primary data collected via questionnaires from a sample of 175 participants in the Abak region.
What does the main body of the work discuss?
The main body discusses the theoretical framework of culture, provides a detailed taxonomy of traditional media types, and presents statistical analysis of the respondents' knowledge and usage of these media.
What defines the study's key terminology?
The study is characterized by terms such as "tradomedia," "grassroots mobilization," "cultural indicators," and "rural populace," reflecting the specific context of African community-based communication.
How do traditional and modern media differ in their impact on the rural population?
Traditional media are described as being rooted in the culture and daily lives of the people, making them more trusted and accessible, whereas modern media are often perceived as external and less effective at engaging illiterate or impoverished rural groups.
What specific hindrances to traditional communication are highlighted?
The study identifies issues such as message distortion, reliance on untrusted sources, and the challenges associated with outdated delivery methods as significant barriers to effective utilization.
What is the recommended approach for future health programs?
The author strongly recommends a "tradomodern" integration, combining the reach of modern communication with the cultural relevance and interactive nature of traditional media.
- Quote paper
- Edikan Ukpong (Author), 2017, Traditional Communication and Health Awareness in Abak-Akwa Ibom, Nigeria, Munich, GRIN Verlag, https://www.grin.com/document/489776
