Course: MAC 323 Development Communication (2 Credits. Compulsory)
Course Duration: Two hours per week for 15 weeks (30 hours) as taught in the 2011/2012
session.
Lecturer: Oketunmbi, E. O. Ola
M.Ed. Communication and Language Arts (Ibadan);
M.Sc. Mass Communication (Lagos);
B.A. Mass Communication (Nigeria);
Member, Advertising Practitioners’ Council of Nigeria (APCON);
Department of Mass Communication,
Faculty of Communication and Information Sciences,
University of Ilorin,
Ilorin, Nigeria.
E-mail: ebony.ok@gmail.com
oketunmbi.eoo@unilorin.edu.ng
Office Location: Ground Floor, Educational Technology Centre, University of Ilorin, Nigeria.
Consultation Hours: 3-4 pm (Tuesdays and Thursdays).
Course Content
Origins, principles, strategies, and application of Development Communication in the developing
world. Comparative analysis of the strengths and weaknesses of development communication.
Course Description
Development Communication introduces students of mass communication to the theories,
principles, and uses of communication in realizing developmental goals in the society
Course Justification
Development Communication is necessary to guide student through the facts and fallacies of
communicating for development purposes due to the consensus among mass media scholars and
researchers that a deliberate, planned, and integrated approach to the use of mass communication
and other communication media can stimulate desired changes in society. This consensus has led
to the emergence and evolution of the specialized academic field severally known as
Development Communication (DEVCOM), Communication for Development (COMFOD), and
Development Journalism (DEVJON) The selection and use of the mass media, for development
communication activities is inadvertently and often based on the assumption that the mass media
have profound effects on the mass audience. This course is germane because it trains the student
how to harness communication for societal development.
Page 1 of 19
Course Objectives
The primary objective of the course is to explore the theories, principles, and uses of
communication in developmental goals. By the end of the course, the course participants would
be able to:
1. Conceptualize development and development communication;
2. Describe the fundamental theories, principles, and practices of development
communication; and
3. Initiate and plan development communication projects.
Course Requirements
Participants in the course are required to:
1. Attend at least 75% of classes in the course punctually;
2. Participate in course activities regularly;
3. Have a yahoo e-mail account, join and participate in an on-line discussion group
dedicated to the course;
4. Word process all assignments and presentations; and
Methods of Grading
Performance in the course will be graded using the guidelines in the table below.
Criterion
Percentage Score of Total Marks
10
10
10
70
100
Assignments
Participation in on-line discussions
Test
Final examination
Total
Course Delivery Strategies
The face-to-face method of lecture delivery strategy is adopted for the course. The students are
told what to read or do ahead of the next class. There will also be an on-line discussion forum for
students’ participation.
Lecture Contents
Week 1: Introduction and Overview of the Course
Objectives
To introduce the course and critically analyze the concepts of communication, development, and
development communication.
First Hour
Introduction of the Course.
Second Hour
Definitions of Communication and Development.
Page 2 of 19
Study Questions
1. Establish the etymological origin of the concept of communication and cite five of its
definitions.
2. Which of the definitions cited in study question 1 is the most holistic and why?
3. Cite five definitions of the concept of development.
4. Which of the definitions cited in study question 4 is the most holistic and why?
5. Critically analyze eight purported synonyms to development stating the most appropriate
and why.
Reading List
1. Adesanoye, 4, F. A. (1990) “Mass Communication, Mass Incommunication and
Nigeria’s Development” Mass Communication and National Development:
Perspectives on the Communication Environments of Development in Nigeria,
I.E. Nwosu (ed.) Aba: Frontier Publishers Limited, pp 35-52. ISBN 978-200961-X.
2. Anaeto2 4,, S. G. & M. Solo-Anaeto (2010). Development communication: Principles
and practice. Ibadan, Nigeria: Stirling-Horden.
3.
4.
5.
Baran2 4,, S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
2 4,
Baran , S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
McQuail2 4,, D. (2005). McQuail’s mass communication theory (5th ed.).
London, United Kingdom: SAGE.
Moemeka, 4, A.A. (2005) A New Communication for Development Paradigm: Getting
the People Involved. Proceedings at the UNICEF Sponsored ACADA Model
of Communication for Lecturers in Communication Studies and Theatre Arts
Departments in Nigeria Higher Institutions. 3-6th November 2005. Ada, Osun,
Nigeria.
7. Nwosu, I. E. (Ed.) (1990). Mass communication and national development:
perspectives on the communication environments of development in
Nigeria. Aba, Nigeria: Frontier Publishers.
8. Oketunmbi, 4 E. O. O. (2008) The Effectiveness of Abule Oloke Merin Radio Drama
in Promoting Attitudinal Change To HIV/AIDS Among Nigerian University
Students (Unpublished M.Ed Thesis), Faculty of Education, University of Ibadan,
Nigeria.
9. Soola2 4,, E. 0. (Ed.) (2002). Communicating for development purposes. Ibadan,
Nigeria: Kraft Books.
6.
Week 2: Conceptual Framework (Development Communication)
Objectives
To critically examine various definitions of development communication and thereby guide
students towards a holistic and consensual conceptualization of the topic.
Page 3 of 19
First Hour
Definitions of Development Communication.
Second Hour
Definitions of Development Communication.
Study Questions
1. What do you understand by the concept of development communication?
2. Cite five definitions of development communication.
3. Which of the five definitions of development communication cited in study question 2 is
most holistic and why?
4. Which of the five definitions of development communication cited in study question 2 is
most consensual and why?
5. Why is it said that development is a human centered phenomenon?
Reading List
1. Adesanoye, 4, F. A. (1990) “Mass Communication, Mass Incommunication and
Nigeria’s Development” Mass Communication and National Development:
Perspectives on the Communication Environments of Development in Nigeria,
I.E. Nwosu (ed.) Aba: Frontier Publishers Limited, pp 35-52. ISBN 978-200961-X.
2. Anaeto2 4,, S. G. & M. Solo-Anaeto (2010). Development communication: Principles
and practice. Ibadan, Nigeria: Stirling-Horden.
3.
4.
5.
Baran2 4,, S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
2 4,
Baran , S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
McQuail2 4,, D. (2005). McQuail’s mass communication theory (5th ed.).
London, United Kingdom: SAGE.
Moemeka, 4, A.A. (2005) A New Communication for Development Paradigm: Getting
the People Involved. Proceedings at the UNICEF Sponsored ACADA Model
of Communication for Lecturers in Communication Studies and Theatre Arts
Departments in Nigeria Higher Institutions. 3-6th November 2005. Ada, Osun,
Nigeria.
7. Nwosu, I. E. (Ed.) (1990). Mass communication and national development:
perspectives on the communication environments of development in
Nigeria. Aba, Nigeria: Frontier Publishers.
8. Oketunmbi, 4 E. O. O. (2008) The Effectiveness of Abule Oloke Merin Radio Drama
in Promoting Attitudinal Change To HIV/AIDS Among Nigerian University
Students (Unpublished M.Ed Thesis), Faculty of Education, University of Ibadan,
Nigeria.
6.
Page 4 of 19
9.
Soola2
4,
, E. 0. (Ed.) (2002). Communicating for development purposes. Ibadan,
Nigeria:
Kraft Books.
Week 3: Conceptual Framework (Development Paradigms)
Objectives
To identify and discuss the postulations of the various schools of thoughts in development
communication parlance.
First Hour
Meaning of Development Paradigms.
Second Hour
Development Paradigms: The Old School and the New School
Study Questions
1. What is a paradigm?
2. What are development paradigms?
3. List the development paradigms that you know.
4. Critically examine the development paradigms cited in study question 3.
5. Justify the call for a paradigm shift in development communication.
Reading List
1. Adesanoye, 4, F. A. (1990) “Mass Communication, Mass Incommunication and
Nigeria’s Development” Mass Communication and National Development:
Perspectives on the Communication Environments of Development in Nigeria,
I.E. Nwosu (ed.) Aba: Frontier Publishers Limited, pp 35-52. ISBN 978-200961-X.
2 4,
2. Anaeto , S. G. & M. Solo-Anaeto (2010). Development communication: Principles
and practice. Ibadan, Nigeria: Stirling-Horden.
3.
4.
5.
6.
Baran2 4,, S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
2 4,
Baran , S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
McQuail2 4,, D. (2005). McQuail’s mass communication theory (5th ed.).
London, United Kingdom: SAGE.
Moemeka, 4, A.A. (2005) A New Communication for Development Paradigm: Getting
the People Involved. Proceedings at the UNICEF Sponsored ACADA Model
of Communication for Lecturers in Communication Studies and Theatre Arts
Departments in Nigeria Higher Institutions. 3-6th November 2005. Ada, Osun,
Nigeria.
Page 5 of 19
Nwosu, I. E. (Ed.) (1990). Mass communication and national development:
perspectives on the communication environments of development in
Nigeria. Aba, Nigeria: Frontier Publishers.
8. Oketunmbi, 4 E. O. O. (2008) The Effectiveness of Abule Oloke Merin Radio Drama
in Promoting Attitudinal Change To HIV/AIDS Among Nigerian University
Students (Unpublished M.Ed Thesis), Faculty of Education, University of Ibadan,
Nigeria.
9. Soola2 4,, E. O. (ed.) (2002). Communicating for development purposes. Ibadan,
Nigeria: Kraft Books.
7.
Week 4: Theoretical Framework (Hypodermic Needle Theory)
Objectives
To discuss the Hypodermic Needle Theory and justify its relevance to the discourse on
development communication.
First Hour
Background and Postulations of the Hypodermic Needle Theory.
Second Hour
Criticisms of the Hypodermic Needle Theory.
Relevance of the Hypodermic Needle Theory to Development Communication.
Study Questions
1. What is the background to the formulation of the Hypodermic Needle Theory?
2. Discuss the critics’ views of the Hypodermic Needle Theory.
3. What are the core assumptions of the Hypodermic Needle Theory?
4. Do you agree with the assumptions of the Hypodermic Needle Theory and why?
5. Discuss the relevance of the Hypodermic Needle Theory to development communication.
Reading List
1. Adesanoye, 4, F. A. (1990) “Mass Communication, Mass Incommunication and
Nigeria’s Development” Mass Communication and National Development:
Perspectives on the Communication Environments of Development in Nigeria,
I.E. Nwosu (ed.) Aba: Frontier Publishers Limited, pp 35-52. ISBN 978-200961-X.
2. Anaeto2 4,, S. G. & M. Solo-Anaeto (2010). Development communication: Principles
and practice. Ibadan, Nigeria: Stirling-Horden.
3.
4.
Baran2 4,, S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
2 4,
Baran , S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
Page 6 of 19
5.
McQuail2 4,, D. (2005). McQuail’s mass communication theory (5th ed.).
London, United Kingdom: SAGE.
Moemeka, 4, A.A. (2005) A New Communication for Development Paradigm: Getting
the People Involved. Proceedings at the UNICEF Sponsored ACADA Model
of Communication for Lecturers in Communication Studies and Theatre Arts
Departments in Nigeria Higher Institutions. 3-6th November 2005. Ada, Osun,
Nigeria.
7. Nwosu, I. E. (Ed.) (1990). Mass communication and national development:
perspectives on the communication environments of development in
Nigeria. Aba, Nigeria: Frontier Publishers.
8. Oketunmbi, 4 E. O. O. (2008) The Effectiveness of Abule Oloke Merin Radio Drama
in Promoting Attitudinal Change To HIV/AIDS Among Nigerian University
Students (Unpublished M.Ed Thesis), Faculty of Education, University of Ibadan,
Nigeria.
9. Soola2 4,, E. 0. (Ed.) (2002). Communicating for development purposes. Ibadan,
Nigeria: Kraft Books.
6.
Week 5: Theoretical Framework (The Two-Step Flow Theory)
Objectives
To discuss the Two-Step Flow Theory and justify its relevance to the discourse on development
communication.
First Hour
Background and Postulations of the Two-Step Flow Theory.
Second Hour
Criticisms of the Two-Step Flow Theory.
Relevance of the Two-Step Flow Theory to Development Communication.
Study Questions
1. What is the background to the formulation of the Two-Step Flow Theory?
2. Discuss the critics’ views of the Two-Step Flow Theory.
3. What are the core assumptions of the Two-Step Flow Theory?
4. Do you agree with the assumptions of the Two-Step Flow Theory and why?
5. Discuss the relevance of the Two-Step Flow Theory to development communication.
Reading List
1. Adesanoye, 4, F. A. (1990) “Mass Communication, Mass Incommunication and
Nigeria’s Development” Mass Communication and National Development:
Perspectives on the Communication Environments of Development in Nigeria,
I.E. Nwosu (ed.) Aba: Frontier Publishers Limited, pp 35-52. ISBN 978-200961-X.
2 4,
2. Anaeto , S. G. & M. Solo-Anaeto (2010). Development communication: Principles
and practice. Ibadan, Nigeria: Stirling-Horden.
Page 7 of 19
3.
4.
5.
Baran2 4,, S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
2 4,
Baran , S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
McQuail2 4,, D. (2005). McQuail’s mass communication theory (5th ed.).
London, United Kingdom: SAGE.
Moemeka, 4, A.A. (2005) A New Communication for Development Paradigm: Getting
the People Involved. Proceedings at the UNICEF Sponsored ACADA Model
of Communication for Lecturers in Communication Studies and Theatre Arts
Departments in Nigeria Higher Institutions. 3-6th November 2005. Ada, Osun,
Nigeria.
7. Nwosu, I. E. (Ed.) (1990). Mass communication and national development:
perspectives on the communication environments of development in
Nigeria. Aba, Nigeria: Frontier Publishers.
8. Oketunmbi, 4 E. O. O. (2008) The Effectiveness of Abule Oloke Merin Radio Drama
in Promoting Attitudinal Change To HIV/AIDS Among Nigerian University
Students (Unpublished M.Ed Thesis), Faculty of Education, University of Ibadan,
Nigeria.
9. Soola2 4,, E. 0. (Ed.) (2002). Communicating for development purposes. Ibadan,
Nigeria: Kraft Books.
6.
Week 6: Assessment Test I
Objectives
To conduct a three-hour continuous assessment test based on the class discussions, study
questions, and assignments of weeks 1 to 5 and to thereby sensitize students to prepare for the
final examination in the course.
First Hour
Assessment Test I
Second Hour
Assessment Test I
Study Questions
As listed under weeks 1 to 5.
Reading List
As listed under weeks 1 to 5.
Week 7: Theoretical Framework (The Uses and Gratification Theory)
Page 8 of 19
Objectives
To discuss the Uses and Gratification Theory and justify its relevance to the discourse on
development communication.
First Hour
Background and Postulations of the Uses and Gratification Theory.
Second Hour
Criticisms of the Uses and Gratification Theory.
Relevance of the Uses and Gratification Theory to Development Communication.
Study Questions
1. What is the background to the formulation of the Uses and Gratification Theory?
2. Discuss the critics’ views of the Uses and Gratification Theory.
3. What are the core assumptions of the Uses and Gratification Theory?
4. Do you agree with the assumptions of the Uses and Gratification Theory and why?
5. Discuss the relevance of the Uses and Gratification Theory to development
communication.
Reading List
1. Adesanoye, 4, F. A. (1990) “Mass Communication, Mass Incommunication and
Nigeria’s Development” Mass Communication and National Development:
Perspectives on the Communication Environments of Development in Nigeria,
I.E. Nwosu (ed.) Aba: Frontier Publishers Limited, pp 35-52. ISBN 978-200961-X.
2. Anaeto2 4,, S. G. & M. Solo-Anaeto (2010). Development communication: Principles
and practice. Ibadan, Nigeria: Stirling-Horden.
3.
4.
5.
Baran2 4,, S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
2 4,
Baran , S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
McQuail2 4,, D. (2005). McQuail’s mass communication theory (5th ed.).
London, United Kingdom: SAGE.
Moemeka, 4, A.A. (2005) A New Communication for Development Paradigm: Getting
the People Involved. Proceedings at the UNICEF Sponsored ACADA Model
of Communication for Lecturers in Communication Studies and Theatre Arts
Departments in Nigeria Higher Institutions. 3-6th November 2005. Ada, Osun,
Nigeria.
7. Nwosu, I. E. (Ed.) (1990). Mass communication and national development:
perspectives on the communication environments of development in
Nigeria. Aba, Nigeria: Frontier Publishers.
8. Oketunmbi, 4 E. O. O. (2008) The Effectiveness of Abule Oloke Merin Radio Drama
in Promoting Attitudinal Change To HIV/AIDS Among Nigerian University
6.
Page 9 of 19
Students (Unpublished M.Ed Thesis), Faculty of Education, University of Ibadan,
Nigeria.
9. Soola2 4,, E. 0. (Ed.) (2002). Communicating for development purposes. Ibadan,
Nigeria: Kraft Books.
Week 8: Theoretical Framework (The Media Dependency Theory)
Objectives
To discuss the Media Dependency Theory and justify its relevance to the discourse on
development communication.
First Hour
Background and Postulations of the Media Dependency Theory.
Second Hour
Criticisms of the Media Dependency Theory.
Relevance of the Media Dependency Theory to Development Communication.
Study Questions
1. What is the background to the formulation of the Media Dependency Theory?
2. Discuss the critics’ views of the Media Dependency Theory.
3. What are the core assumptions of the Media Dependency Theory?
4. Do you agree with the assumptions of the Media Dependency Theory and why?
5. Discuss the relevance of the Media Dependency Theory to development communication.
Reading List
1. Adesanoye, 4, F. A. (1990) “Mass Communication, Mass Incommunication and
Nigeria’s Development” Mass Communication and National Development:
Perspectives on the Communication Environments of Development in Nigeria,
I.E. Nwosu (ed.) Aba: Frontier Publishers Limited, pp 35-52. ISBN 978-200961-X.
2. Anaeto2 4,, S. G. & M. Solo-Anaeto (2010). Development communication: Principles
and practice. Ibadan, Nigeria: Stirling-Horden.
3.
4.
5.
6.
Baran2 4,, S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
2 4,
Baran , S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
McQuail2 4,, D. (2005). McQuail’s mass communication theory (5th ed.).
London, United Kingdom: SAGE.
Moemeka, 4, A.A. (2005) A New Communication for Development Paradigm: Getting
the People Involved. Proceedings at the UNICEF Sponsored ACADA Model
of Communication for Lecturers in Communication Studies and Theatre Arts
Page 10 of 19
Departments in Nigeria Higher Institutions. 3-6th November 2005. Ada, Osun,
Nigeria.
7. Nwosu, I. E. (Ed.) (1990). Mass communication and national development:
perspectives on the communication environments of development in
Nigeria. Aba, Nigeria: Frontier Publishers.
8. Oketunmbi, 4 E. O. O. (2008) The Effectiveness of Abule Oloke Merin Radio Drama
in Promoting Attitudinal Change To HIV/AIDS Among Nigerian University
Students (Unpublished M.Ed Thesis), Faculty of Education, University of Ibadan,
Nigeria.
9. Soola2 4,, E. 0. (Ed.) (2002). Communicating for development purposes. Ibadan,
Nigeria: Kraft Books.
Week 9: Theoretical Framework (Diffusions of Innovations Theory)
Objectives
To discuss the Diffusions of Innovations Theory and justify its relevance to the discourse on
development communication.
First Hour
Background and Postulations of the Diffusions of Innovations Theory.
Second Hour
Criticisms of the Diffusions of Innovations Theory.
Relevance of the Diffusions of Innovations Theory to Development Communication.
Study Questions
1. What is the background to the formulation of the Diffusions of Innovations Theory?
2. Discuss the critics’ views of the Diffusions of Innovations Theory.
3. What are the core assumptions of the Diffusions of Innovations Theory?
4. Do you agree with the assumptions of the Diffusions of Innovations Theory and why?
5. Discuss the relevance of the Diffusions of Innovations Theory to development
communication.
Reading List
1. Adesanoye, 4, F. A. (1990) “Mass Communication, Mass Incommunication and
Nigeria’s Development” Mass Communication and National Development:
Perspectives on the Communication Environments of Development in Nigeria,
I.E. Nwosu (ed.) Aba: Frontier Publishers Limited, pp 35-52. ISBN 978-200961-X.
2 4,
2. Anaeto , S. G. & M. Solo-Anaeto (2010). Development communication: Principles
and practice. Ibadan, Nigeria: Stirling-Horden.
3.
Baran2 4,, S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
Page 11 of 19
4.
5.
Baran2 4,, S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
McQuail2 4,, D. (2005). McQuail’s mass communication theory (5th ed.).
London, United Kingdom: SAGE.
Moemeka, 4, A.A. (2005) A New Communication for Development Paradigm: Getting
the People Involved. Proceedings at the UNICEF Sponsored ACADA Model
of Communication for Lecturers in Communication Studies and Theatre Arts
Departments in Nigeria Higher Institutions. 3-6th November 2005. Ada, Osun,
Nigeria.
7. Nwosu, I. E. (Ed.) (1990). Mass communication and national development:
perspectives on the communication environments of development in
Nigeria. Aba, Nigeria: Frontier Publishers.
8. Oketunmbi, 4 E. O. O. (2008) The Effectiveness of Abule Oloke Merin Radio Drama
in Promoting Attitudinal Change To HIV/AIDS Among Nigerian University
Students (Unpublished M.Ed Thesis), Faculty of Education, University of Ibadan,
Nigeria.
9. Soola2 4,, E. 0. (Ed.) (2002). Communicating for development purposes. Ibadan,
Nigeria: Kraft Books.
6.
Week 10: Nature and Dimensions of Development
Objectives
To critically analyze the nature and dimensions of development.
First Hour
Nature and Dimensions of Development.
Second Hour
Nature and Dimensions of Development.
Study Questions
1. With a relevant illustration, justify the assertion that “development is a quad one
phenomenon.”
2. React to the notion that “every development is a change, but not every change is
development.”
3. Critically justify the statement that “If humans are removed from its centre, the concept
of development would crumble like a pack of cards.”
4. What are the essential factors that qualify an innovation as development?
5. With relevant diagrams and detailed explanations, establish a clear inter-play between the
concepts of development and humanity.
Reading List
1. Adesanoye, 4, F. A. (1990) “Mass Communication, Mass Incommunication and
Nigeria’s Development” Mass Communication and National Development:
Perspectives on the Communication Environments of Development in Nigeria,
Page 12 of 19
I.E. Nwosu (ed.) Aba: Frontier Publishers Limited, pp 35-52. ISBN 978-200961-X.
2. Anaeto2 4,, S. G. & M. Solo-Anaeto (2010). Development communication: Principles
and practice. Ibadan, Nigeria: Stirling-Horden.
3.
4.
5.
Baran2 4,, S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
2 4,
Baran , S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
McQuail2 4,, D. (2005). McQuail’s mass communication theory (5th ed.).
London, United Kingdom: SAGE.
Moemeka, 4, A.A. (2005) A New Communication for Development Paradigm: Getting
the People Involved. Proceedings at the UNICEF Sponsored ACADA Model
of Communication for Lecturers in Communication Studies and Theatre Arts
Departments in Nigeria Higher Institutions. 3-6th November 2005. Ada, Osun,
Nigeria.
7. Nwosu, I. E. (Ed.) (1990). Mass communication and national development:
perspectives on the communication environments of development in
Nigeria. Aba, Nigeria: Frontier Publishers.
8. Oketunmbi, 4 E. O. O. (2008) The Effectiveness of Abule Oloke Merin Radio Drama
in Promoting Attitudinal Change To HIV/AIDS Among Nigerian University
Students (Unpublished M.Ed Thesis), Faculty of Education, University of Ibadan,
Nigeria.
2 4,
9. Soola
, E. 0. (Ed.) (2002). Communicating for development purposes. Ibadan,
Nigeria: Kraft Books.
6.
Week 11: Media of Development Communication
Objectives
To identify, discuss, and justify the uses of various media in development communication.
First Hour
Meaning and Classes of Media.
Second Hour
Comparisons of Various Media Used in Development Communication.
Study Questions
1. What do you understand by the concept of media?
2. Justify assertion that “a medium is anything and everything that you may use to convey
your message to your target audience.”
3. List ten different media that may be used in development communication.
4. Discuss the comparative advantages and disadvantages of radio and television.
Page 13 of 19
5.
Radio transcends the literacy barrier but newspaper straddles it. Why should any one use
newspapers in development communication?
Reading List
1. Adesanoye, 4, F. A. (1990) “Mass Communication, Mass Incommunication and
Nigeria’s Development” Mass Communication and National Development:
Perspectives on the Communication Environments of Development in Nigeria,
I.E. Nwosu (ed.) Aba: Frontier Publishers Limited, pp 35-52. ISBN 978-200961-X.
2. Anaeto2 4,, S. G. & M. Solo-Anaeto (2010). Development communication: Principles
and practice. Ibadan, Nigeria: Stirling-Horden.
3.
4.
5.
Baran2 4,, S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
2 4,
Baran , S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
McQuail2 4,, D. (2005). McQuail’s mass communication theory (5th ed.).
London, United Kingdom: SAGE.
Moemeka, 4, A.A. (2005) A New Communication for Development Paradigm: Getting
the People Involved. Proceedings at the UNICEF Sponsored ACADA Model
of Communication for Lecturers in Communication Studies and Theatre Arts
Departments in Nigeria Higher Institutions. 3-6th November 2005. Ada, Osun,
Nigeria.
7. Nwosu, I. E. (Ed.) (1990). Mass communication and national development:
perspectives on the communication environments of development in
Nigeria. Aba, Nigeria: Frontier Publishers.
8. Oketunmbi, 4 E. O. O. (2008) The Effectiveness of Abule Oloke Merin Radio Drama
in Promoting Attitudinal Change To HIV/AIDS Among Nigerian University
Students (Unpublished M.Ed Thesis), Faculty of Education, University of Ibadan,
Nigeria.
2 4,
9. Soola
, E. 0. (Ed.) (2002). Communicating for development purposes. Ibadan,
Nigeria: Kraft Books.
6.
Week 12: Process of Development Communication (Knowing the Audience)
Objectives
To establish the necessity of conducting and applying audience research in order to succeed in
any development communication initiative and to identify and discuss major steps in the
planning and execution of development communication.
First Hour
Audience Research in and its Rationale in Development Communication.
Steps in Audience Research in Development Communication.
Page 14 of 19
Second Hour
Major Steps in the Process of Development Communication.
Study Questions
1. What is research?
2. What is audience research in development communication?
3. Identify the major steps in audience research in Development Communication.
4. Why should development communication planners invest time and money in audience
research?
5. Identify and explain the major steps in the planning and implementation of development
communication initiatives.
Reading List
1. Adesanoye, 4, F. A. (1990) “Mass Communication, Mass Incommunication and
Nigeria’s Development” Mass Communication and National Development:
Perspectives on the Communication Environments of Development in Nigeria,
I.E. Nwosu (ed.) Aba: Frontier Publishers Limited, pp 35-52. ISBN 978-200961-X.
2. Anaeto2 4,, S. G. & M. Solo-Anaeto (2010). Development communication: Principles
and practice. Ibadan, Nigeria: Stirling-Horden.
3.
4.
5.
Baran2 4,, S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
2 4,
Baran , S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
McQuail2 4,, D. (2005). McQuail’s mass communication theory (5th ed.).
London, United Kingdom: SAGE.
Moemeka, 4, A.A. (2005) A New Communication for Development Paradigm: Getting
the People Involved. Proceedings at the UNICEF Sponsored ACADA Model
of Communication for Lecturers in Communication Studies and Theatre Arts
Departments in Nigeria Higher Institutions. 3-6th November 2005. Ada, Osun,
Nigeria.
7. Nwosu, I. E. (Ed.) (1990). Mass communication and national development:
perspectives on the communication environments of development in
Nigeria. Aba, Nigeria: Frontier Publishers.
8. Oketunmbi, 4 E. O. O. (2008) The Effectiveness of Abule Oloke Merin Radio Drama
in Promoting Attitudinal Change To HIV/AIDS Among Nigerian University
Students (Unpublished M.Ed Thesis), Faculty of Education, University of Ibadan,
Nigeria.
2 4,
9. Soola
, E. 0. (Ed.) (2002). Communicating for development purposes. Ibadan,
Nigeria: Kraft Books.
6.
Week 13: Assessment Test II
Page 15 of 19
Objectives
To conduct a three-hour continuous assessment test based on the class discussions, study
questions, and assignments of weeks 7 to 12 and to thereby sensitize students to prepare for the
final examination in the course.
First Hour
Assessment Test II
Second Hour
Assessment Test II
Study Questions
As listed under weeks 7 to 12.
Reading List
As listed under weeks 7 to 12.
Week 14: Process of Development Communication (The “P” Process)
Objectives
To identify and discuss major steps in the planning and execution of development
communication initiative using the “P” Process.
First Hour
Analysis of the “P” Process.
Second Hour
Application of the “P” Process to Development Communication.
Study Questions
1. What is of the “P” Process?
2. List and explain the steps in the “P” Process.
3. Draw a diagram of the “P” Process.
4. In which area is the “P” Process most applicable?
5. Apply the “P” Process to a development initiative of your choice.
Reading List
1. Adesanoye, 4, F. A. (1990) “Mass Communication, Mass Incommunication and
Nigeria’s Development” Mass Communication and National Development:
Perspectives on the Communication Environments of Development in Nigeria,
I.E. Nwosu (ed.) Aba: Frontier Publishers Limited, pp 35-52. ISBN 978-200961-X.
2. Anaeto2 4,, S. G. & M. Solo-Anaeto (2010). Development communication: Principles
and practice. Ibadan, Nigeria: Stirling-Horden.
Page 16 of 19
3.
4.
5.
Baran2 4,, S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
2 4,
Baran , S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
McQuail2 4,, D. (2005). McQuail’s mass communication theory (5th ed.).
London, United Kingdom: SAGE.
Moemeka, 4, A.A. (2005) A New Communication for Development Paradigm: Getting
the People Involved. Proceedings at the UNICEF Sponsored ACADA Model
of Communication for Lecturers in Communication Studies and Theatre Arts
Departments in Nigeria Higher Institutions. 3-6th November 2005. Ada, Osun,
Nigeria.
7. Nwosu, I. E. (Ed.) (1990). Mass communication and national development:
perspectives on the communication environments of development in
Nigeria. Aba, Nigeria: Frontier Publishers.
8. Oketunmbi, 4 E. O. O. (2008) The Effectiveness of Abule Oloke Merin Radio Drama
in Promoting Attitudinal Change To HIV/AIDS Among Nigerian University
Students (Unpublished M.Ed Thesis), Faculty of Education, University of Ibadan,
Nigeria.
9. Soola2 4,, E. 0. (Ed.) (2002). Communicating for development purposes. Ibadan,
Nigeria: Kraft Books.
6.
Week 15: Revision and Conclusion
Objectives:
To revise and conclude the course and to thereby help students prepare for final examination in
the course through interactive questions and answers session.
First Hour
Revision.
Second Hour
Conclusion.
Study Questions
1. Analyse the notions of “know the audience” and “subtly lead them from behind” and
defend their relevance to the success of a development initiative.
2. Critically analyse the concept community.
3. Critically evaluate the highlights of the old and participatory paradigms in the discourse
on development, and on that basis, attempt a holistic, and consensus seeking definition of
the concept.
4. Discuss two comparative strengths and two comparative weaknesses of four media of
development communication.
Page 17 of 19
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
Discuss the facts and the fallacies of the magic bullet and the two-step flow theories and
establish their relevance to development communication planners.
Discuss the one-step flow, two-step flow, and multi-step flow theories using proponent(s)
and postulations/process as parameters. (b) Establish the relevance of the theories to
development communication.
Distinguish development communication and community development.
Explain audience analysis and establish its relevance to the success of a development
scheme.
Highlight and apply the community development process in a hypothetic situation.
Highlight the main foci of audience analysis as encapsulated in the acronym AUDIENCE
Discuss s the major steps in the process of audience analysis.
Identify and explain the key elements in community development.
Taking the parameters of author, postulations, and process, analyse the diffusion of
innovations theory and state its relevance to development communication
Using the ACADA model, design a development communication programme in a named
community in the North-Central geo-political zone in Nigeria.
Using the P-Process model, plan a development communication programme in a named
geo-political zone in Nigeria.
Write explanatory notes on eight purported synonyms to development, and with a
relevant illustration, justify the assertion that “development is a quad one phenomenon”.
Reading List
Adesanoye, 4, F. A. (1990) “Mass Communication, Mass Incommunication and
Nigeria’s Development” Mass Communication and National Development:
Perspectives on the Communication Environments of Development in Nigeria,
I.E. Nwosu (ed.) Aba: Frontier Publishers Limited, pp 35-52. ISBN 978-200961-X.
2 4,
2. Anaeto , S. G. & M. Solo-Anaeto (2010). Development communication: Principles
and practice. Ibadan, Nigeria: Stirling-Horden.
1.
3.
4.
5.
6.
Baran2 4,, S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
2 4,
Baran , S. J. & Davis, D. K. (2009). Mass communication theory:
Foundations, ferment, and future (5th ed.). Boston, United States
of America: Wadsworth Cengage Learning.
McQuail2 4,, D. (2005). McQuail’s mass communication theory (5th ed.).
London, United Kingdom: SAGE.
Moemeka, 4, A.A. (2005) A New Communication for Development Paradigm: Getting
the People Involved. Proceedings at the UNICEF Sponsored ACADA Model
of Communication for Lecturers in Communication Studies and Theatre Arts
Departments in Nigeria Higher Institutions. 3-6th November 2005. Ada, Osun,
Nigeria.
Page 18 of 19
Nwosu, I. E. (Ed.) (1990). Mass communication and national development:
perspectives on the communication environments of development in
Nigeria. Aba, Nigeria: Frontier Publishers.
8. Oketunmbi, 4 E. O. O. (2008) The Effectiveness of Abule Oloke Merin Radio Drama
in Promoting Attitudinal Change To HIV/AIDS Among Nigerian University
Students (Unpublished M.Ed Thesis), Faculty of Education, University of Ibadan,
Nigeria.
9. Soola2 4,, E. 0. (Ed.) (2002). Communicating for development purposes. Ibadan,
Nigeria: Kraft Books.
7.
Key
1
2
3
4
5
Available in the University Library
Available in local bookshops
Available on the Web
Personal collection
Departmental libraries.
Page 19 of 19