Communication has a very important role to play in the development of any society, as a matter of fact, the level to which communication can take the development of any society especially that of the Nigerian society can never be overemphasized. This article will take a look at the role of communication in the development of a society.
What is communication? Communication is a two-way process of reaching mutual understanding, in which participants not only exchange information, news, ideas and feelings but also create and share meaning.
What is development? Development is the systematic use of scientific and technical knowledge to meet specific objectives and requirements. It is the process of economic and social transformation that is based on complex cultural and environmental sectors and their interactions.
What is development communication?
Development communication is concerned with facilitating the process of development through the sharing of development oriented information as well as fostering necessary collaborations to help more people from unacceptable levels of underdevelopment to improved quality of life. It refers to all communication activities that seek to promote the production of food, income and quality social services including education and health as well as cultural values and national identity.
Development communication is intended to sustain the fruit resulted in development effort, whether social or material, the results of past development efforts need to be sustained so that there is no relapse into hitherto undesirable levels. It also aims at ensuring that development activities do nothing that precludes or even undermines the ability of future generations to derive maximum benefits from natural endowments, for the purpose of meeting their own needs. This is technically known as sustainable development.
WHAT IS THE ROLE OF DEVELOPMENT COMMUNICATION IN SUSTAINABLE DEVELOPMENT?
Communication plays a very important role in the development of a society. It performs roles beyond information sharing and the roles of communication in national development are as follows:
- Communication foster meaningful dialogue among the different sectors of the society. It helps in bringing together the different cultural, social, economic, political and religious sectors to achieve a goal. This is very important because with the unity of all the sectors comes sustainable development. The mantra of “unity in diversity” will not work without development communication.
- Development communication encourages the reduction of fatality rates, encourages self-reliance, democratic choice of appropriate technology, stimulates the spirit of cooperation, creativity and innovation and a problem solving approach to life and the improvement of knowledge.
- It plays the role of coordinating ideas at a conceptualization and formulation stage to ensure that the decision of development is democratic and need-oriented.
- Development helps to inform and educate the citizens about development projects that are taking place and also garner support for the project at the implementation stage.
- It helps to evaluate the development projects to ensure that their outcomes match the pre-conceived objectives benefits the target population as intended and that the resources were utilized as budgeted and envisioned.role
Development was formerly used to be described in purely economic terms like GNP and GDP but it has reached the extent that it has been redefined to emphasis human rather than material resources. It is the process of moving the whole social system upward so as to enhance the capacity of each member of the society to realize the inherent potentials and to effectively cope with the changing circumstances of life.
Therefore, communication and development goes hand in hand to stop the social maladies in which wealth may belong to foreigners that are living in Nigeria for a term while the citizens are languishing in poverty, and the situation that wealth will be increasing but not being well circulated among the citizens but are only in the hands of the political leaders.