Date of Award

1993

Publication Type

Master Thesis

Degree Name

M.A.

Department

Communication Studies

Keywords

Mass Communications.

Supervisor

Lewis, Richard F.,

Rights

info:eu-repo/semantics/openAccess

Abstract

This thesis tests how theory can be practically applied when using radio in development communication. Explanations will be made on why some theoretical contributions cannot be practised in this field, and suggestions will be made on how theory can be modified to adapt to the radio environment. Three concepts which would affect the radio environment were chosen. They are the Grassroots paradigm of development communication, radio as a communication device and the technical requirements of radio. In combination, these concepts represent the main concerns when using radio as the primary means of disseminating information for development projects. Five development projects were selected from the International Development Research Centre, a Canadian development agency. These projects were analyzed to determine if theory was practically applied. Three components increase radio's effectiveness and efficiency in development communication. The Grassroots model suggests that there should be accessible channels for audience feedback, and that the audience should have some input in the development message. Producers should also recognize the important components of radio as a communication device: the type of information and formats used should suit their audience. Radio messages must be part of an overall communication strategy. Extension workers and printed materials are two possible additional techniques which could form part of a communication strategy. Most importantly, producers must ensure that the message can be heard by the target audience. Source: Masters Abstracts International, Volume: 32-02, page: 0381. Adviser: Richard F. Lewis. Thesis (M.A.)--University of Windsor (Canada), 1993.

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