CHAPTER ONE INTRODUCTION 1.1     BACKGROUND OF THE STUDY

In the words of Anidi (2007:197) communication is the process of expression within and between a person, persons, and group of groups. Chude (2007:144) opines that communication takes place when information passes from a sender to a receiver and the receiver acts or responds as a result of the information received. Man is a communicating animal or being. He is therefore almost always engaged in one form of communication or the other, in a near state of perpetuity and even in his sleep (Nwosu, 2007:2). Thus, communication is central and critical to all human activities, including social and grassroots mobilization and development. It is for this reason that Okunna (2002:293). Submits that communication and development are so closely interconnected that there can be no development without communication. This dialectical relationship between communication and development has given rise to a specialized field of communication known as development communication (Nwodu, 2007; Nwosu, 2007).

Development can be broadly conceptualized as the sustained elevation of an entire society and system towards a better or more humane life (Todaro and Smith, 2009;20. Okunna (2002:295) rightly observes that effective development communication resolves around the concept of mobilization. Social mobilization entails identifying with, wining the commitment of and pooping together a masses of people to pursue well conceived goals and behavior patterns likely to enhance their wellbeing and / or jettison a particular goal or behavior pattern considered to be inimical to them (Nwodu, 2007:52). Social or grassroots mobilization is persuasive in nature. It falls within the ambit of persuasive communication, which serves the primary purpose of softening the ground for effective take off of individual and national development. At best, social mobilization serves as a forerunner or precondition for social change (Nwosu, 2007:42).

Thus, when people are adequately informed about opportunities that abound within and outside their locality, there is need to further persuade them to take practical steps towards harnessing such opportunities to better their lot. The notion of grassroots mobilization therefore operates on the premise that those living at he periphery where poverty, hunger, disease and sundry socio-economic vices are more pronounced need to be sensitized, energized and motivated to participate in development programmes and projects with a view to improving the quality of their lives (Nwosu, 2007:42).

Social or grassroots mobilization is a communication action. Thus, the message code needs to be properly conceived and delivered in order to bring about the desired social change for human, community, rural, urban, state, and national development. The grassroots are the ordinary people (Longman, 2007:707). The grassroots are in both the rural and urban areas, but more in the rural areas of South-East Nigeria afflicted by the vicious cycle of poverty and what Chambers (1983;112) calls the deprivation trap of poverty, physical weakness, vulnerability, powerlessness, and isolation. Since the grassroots are also afflicted by the scourge of illiteracy and ignorance, it stand to reason that the tradition communication media which people are familiar with and understand should be used in communicating and mobilizing them for development purposes.

Traditional media are communication channels which reflect a people’s culture. They were not introduced to the people like the mass media, but are part of the people (Nwabueze, 2007:63; Nwodu and Nwanmuo, 2006:130). Traditional media which have also been identified as folk-media or Ora-media (Ugboajah, 1985) include the town crier, church, village square, market place, Igwe-in-council, dance or music, divination, native language, proverbs, folklores, etc.

Traditional media make it possible for messages to be packaged and transferred in locally popular artistic forms. This can be rivaled by any other means of communication with regard to reaching the ruralities. Example exist where song, drama, dance groups and the like are used to promote campaigns against social evils such as child and women trafficking, alcoholism, burdensome dowries, discrimination against women, archaic taboos etc or for encouraging advances in farming, health, nutrition and family welfare, agricultural reforms, national integration and similar goals.

From the foregoing, one can therefore, see that traditional communication is indisputably a veritable tool for grassroots mobilization and development.

1.2     STATEMENT OF PROBLEM

The mass media, like everything western, have dominated the political, socio-cultural and development space to South East Nigeria. But they have not been effective in communicating and mobilizing the grassroots who aer mostly rural, poor and illiterate for development. Consequently, there is a pervasive sense and feeling of alienation and marginalization by the grassroots which portends grave danger to South East Nigeria this is because the logic of national security is even development of both urban and rural areas, more so as the rural areas are the food basket and resource base of the nation and “poverty anywhere is a danger to prosperity everywhere, and prosperity anywhere must be shared everywhere”.

Thus, the traditional media which are rooted in the people’s culture are considered very effective or more effective in grassroots mobilization for participatory development, especially with the global shift to bottom-up approach to development and glocalisation (which is contextualizing global events to local situations).

1.3     PURPOSE OF THE STUDY

This study will bring to the importance of traditional form of communication as veritable tool that can be used to successfully execute their project and programme at the grass root level. This knowledge will equally help them (development partners/agencies) to appreciate the importance people attach to their culture and language, especially, the dialect peculiar to a particular area. This will further help them to select the right channel, right people and make adequate budget that will enable whatever programme/project targeted at the rural populace to record immeasurable/unquantifiable success.

The study will enable the rural dwellers to compare and contrast between modern and traditional communication which is better and more effective in bringing development to their areas. Whichever form of communication that has more advantage will inform the rural dwellers; preference and usage.

The following are the purpose of this study:

1. To find out if traditional communication can be used as a effective tool for grassroots mobilization and development
2. To identify trado-media tools for grassroots mobilization and development;
3. To determine if traditional media can be strategically used to reach the rural populace;
4. To ascertain the possible hindrances to effective utilization of traditional media; and
5. To determine the policies/projects that can be implemented to boost the use of trado-media in the south East Nigeria.

1.4     RESEARCH QUESTION

The following are the research question for this study;

1. Can traditional communication be used as an effective tool for grassroots mobilization and development?
2. What are the trado-media tools for grassroots development in south East/
3. How can traditional be used strategically to reach the populace in the south East Nigeria?
4. Are there any hindrances to effective utilization of traditional media communication?
5. Are there policies or projects that can be implemented to boost the use of traditional communication media in achieving grassroots mobilization and development in the South East?

1.5     RESEARCH HYPOTHESIS

The following are the hypotheses (stated in their null) for this study

H01: Traditional Communication Media can be used for effective grassroots mobilization and development.

H02: There are no particular traditional communication media tools for grassroots development.

H03: Traditional communication media cannot be strategically used to reach the rural populace.

H04: There are no significant hindrances to effective utilization of traditional communication media.

H05:  There are no particular policies/project to boost the use of traditional communication media.

1.6     SIGNIFICANCE OF THE STUDY

The significance of the study cannot be overemphasized. It is so significant in the following ways:

This will enable the agencies concerned with grass root mobilization and development to known how powerful traditional communication can be as effective public relations tools that can be used for winning and sustaining the trust, confidence, support and co-operation for any grass root policy, plan or project.

This study will bring to the importance of traditional form of communication as veritable tool that can be used to successfully execute their project and programme at the grass root level. This knowledge will equally help them (development partners/agencies) to appreciate the importance people attach to their culture and language, especially, the dialect peculiar to a particular area. This will further help them to select the right channel, right people and make adequate budget that will enable whatever programme/project targeted at the rural populace to record immeasurable/unquantifiable success.

The study will enable the rural dwellers to compare and contrast between modern and traditional communication which is better and more effective in bringing development to their areas. Whichever form of communication that has more advantage will inform the rural dwellers; preference and usage. However, the power and imperativeness of traditional communication would still be established for appreciation by the rural dweller.

This study will serve as reference materials for further by the researchers and scholar. In case, there are areas or issues that are perceived not to be treated in detail or comprehensively, the study will help to elicit curiosity, capable of inciting research interest in this area.

1.7     SCOPE OR DELIMITATION OF THE STUDY

The study focuses on three states of South-East Nigeria, Enugu, Anambra and Enboyi.

This study is constrained by the poor and difficult road infrastructure of the South-East region. Also, the field work as carried out during the rainy season which impeded progress. Furthermore, there was the challenge of communication, as some of the respondents could not speak or understand English, necessitating the engagement of local interpreter.

The South East geopolitical zone, comprising Abia, Anambra, Enboyi, Enugu and Imo States, is one of the most homogenous and cohesive geopolitical zones in Nigeria. The zone covers the bulk of the Igbo-speaking ethnic territory or Igbo land, the remainder of which extends westwards into Delta state and southwards into Rivers State.  The so zone also includes a few non-Igbo speaking communities on the northern and eastern borders. In pre-colonial times, Igbo land maintained a strong organic unity, with strong genetic and cultural linkages among the communities and deep interpenetration of their societies and economies through migration and trade. Under colonial rule and from independence until 1976 the area was administered as part of the Eastern Region, with the creation of a 12 state structure in 1967.

It became a state of its own as the East Central state, but could not attain full operational status until the end of the civil war in 1970. Progressive state creation restructured the area into two, then four, then five states. Through all this, the area and its people have retained a recognizable identify and character within the Nigeria nation state.

By territorial size, the South East zone is by far the smallest in Nigeria, accounting for mere 3.2% of the national space. However, the 2006 census data credited it with 11.7% of the population; given it a population density nearly four times the national average. High population pressure is indeed one of the basic facts of life in the zone. Analysis of migration data shows that South East is a zone of strong net emigration, with some 15% of persons born in the zone resident outside the zone and only 5% of the residents of the zone coming from outside the zone. The zone contributes significantly to the population of all major cities, industrial and market centres in Nigeria. The number of those migrating abroad is rising, such that the Igbo in Diaspora are becoming a major factor in the politics and economy of the south East zone and Nigeria (AIAE, 207, NPC, 2006).

1.8     DEFINITION OF TERMS

Impact: It is the position effect on a particular thing. It has to with creating more value on a particular content. The influence and impression created are television programme.

Traditional: It is the way of thing or the value and norms of a particular society. It can be traditional ways of doing things.

Communication: Grass-roots: The ordinary people in a society or an organization especially a political party.

Effective: Successfully in producing a desired or intended result, the existing fact.

Grassroots: The ordinary people in a society or an organization, especially a political party.

Mobilization

Development: This is an act of constituting a new stage in a changing situation.