Graphic Communication for Development in Africa: Target Audience Perception and Response

Abstract

Achieving desired response from target audience is the overall goal for graphic communication in support of development initiatives. However, in Africa, responses to development messages, which are largely determined by target audience perception, are predominantly far from being desired. Therefore, this paper focuses on eliciting desired target audience response that is pivotal for realising sustainable development. It utilised qualitative approach that employed the Critical-Historical-Analytical Examination, and Content Analysis. It started with the need for understanding target audience perception when using graphic messages for development communication. Furthermore, it examined the perception process of graphic messages using the Aaker and Myers Model. Moreover, it looked at the making of graphic messages based on audience and stimulus conditions. And it discussed audience responses to graphic messages in Egypt and Nigeria. The paper found that the neglect of target audience conditions often results in the production of ineffective stimulus conditions and communication failure. The paper ended with recommendation that communication actors should be conversant with the conditions that determine responses to development messages; and embed the graphic encoder and target audience in the communication development process in order to generate stimulus that elicit desired response from target audience.

Keywords: Graphic Communication, Development, Perception, Desired Response, Stimulus/Target Audience Conditions