Termm Paper: DISCUSS THE ROLE OF TRADITIONAL MEDIA/MODE IN MEANING SHARING AND UNDERSTANDING.

2014 2nd semester GST 123 TERM PAPER - Citizenship and Peace Studies.

TOPIC 11: discuss the role of traditional media/mode in meaning sharing and understanding.

Abstract 

Effective communication requires basic components inter-working perfectly for meaning sharing and understanding in communications. it is therefore apparent to discuss the role of traditional media/mode in meaning sharing and understanding. other media may be employed however, but the overriding role of traditional media/mode in meaning sharing and understanding can and would never be replaced or significantly compromised.

The individual sending the message must present the message clearly and in detail, and radiate integrity and authenticity. The person receiving the message must decide to listen, ask questions for clarity, and trust the presenter. The delivery method chosen must suit the circumstances and the needs of both the sender and the receiver. The content of the message has to resonate and connect, on some level, with the already-held beliefs of the receiver. these poses some significant problems in the face of meaning sharing and understanding. Several communication modes may however be employed in order to arrive at this objective. One of such being traditional media or mode of communication and the other, modern. This paper discusses the possibilities enshrined in traditional media/mode in meaning sharing and understanding, stating specific case studies as to how this is possible in real life scenarios.   

Introduction 

Traditional or folk modes of communication are as old as man. It is indisputable fact that local or primitive communities had their traditional patterns of communication which were peculiar to their environment and situations. "discuss the role of traditional media/mode in meaning sharing and understanding". The desire to exchange message and share common ideas must have propelled our fore fathers to introduce diverse media through which they could express different feelings and also communicate certain situations.

The early man’s first means of communication were system of distinct sounds or calls and each calls signaled specific circumstances such as ‘food and danger ’.Thus, from these incoherent sounds, African societies consciously improved on them and developed coherent ways of sharing messages so unique in each respective society (Mcluhan, 1965:1).

Communication scholars have used a wide variety of terms to refer to traditional modes of communication. Wilson (1981) and Nwuneli (1981) in Nkala (1990:60) call it ‘Folk Media and delineate four media spectra in a communication continuum (in Nigeria) namely: Folk, elite, popular, and mass, with Folk Media being central to all others. Ugboajah (1985:7) coins it ‘Oramedia’, while Omu in Adesanya (1995:50) refers it to as. . . . 

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