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African Research Review

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Major development communication paradigms and practices: Implications for graphic communication

Zifegha Sylvester Ebigbagha

Abstract


Modernization, Dependency, and Multiplicity are three major concepts of development, which have occasioned the use of hierarchical and/or participatory communication practices in our society today. These significantly impact on the mediation role of the graphic encoder during media production process that could either afford or hinder development. Therefore, in order to adopt communication strategies that would produce desired outcomes, this paper focused on the implications of the major paradigms of development and communication practices on graphic communication. It employed a triangulation of research methods, the Critical-Historical-Analytic Examination, In-depth interviews, Focus Group Discussion and Content Analysis. The paper started with the centrality of graphic communication media to the success of development initiatives. Furthermore, it aptly presented an overview of the major paradigms of development vis-a-vis the key models of communication on which practices are hinged. Moreover, it copiously discussed the impact of the Source’s concept of development on mediation role of the graphic encoder during communication development. And it examined the impact of communication practices on produced media for campaigns in Africa. The paper ended with the need to adopt communication approaches that embed the graphic encoder and other stakeholders in order to produce effective graphic communication.

Keywords: Major Development Paradigms, Communication Practices, Graphic Communication, Graphic Encoder’s Mediation, Media Production Process




http://dx.doi.org/10.4314/afrrev.v10i3.21
AJOL African Journals Online