Converging the Old and Modern Communication Systems for African Development

The need to convey development messages in Africa makes it necessary to integrate indigenous, traditional and modern systems of communication. The study examines the role of traditional media in message dissemination and development communication, highlight the areas of strength for modern media as opposed to traditional media, and examine the effectiveness in the convergence of the traditional media and the modern media towards achieving development in Africa. The paper argues that neither the structure and function of traditional and modern communication systems can alone yield effective communication and the much-desired societal development in Africa. It further contends that the information needs of the African continent has become too enormous and complex that an integrated approach using both traditional and modern communication systems has become imperative. To this end, the paper recommends that both the traditional media systems and the modern systems of communication should be blended to generate a hybrid communication system that can facilitate effective communication in the African milieu, as well as innovate more practical ways through which the interface of the two media systems can enhance development communication in Africa.