Communication approaches in sustainable rural development: A study of selected projects in the Southern Senatorial District of Cross River State, Nigeria

Abstract

This study was designed to evaluate communication and development which are termed by scholars as twin concepts because when  development is initiated, the person, community or a society such a development is targeted at must be properly carried along through  the instrument of communication. This is considered important to allow for proper diffusion, adoption and possible sustainability of such  a development. Four objectives, four research questions, and two hypotheses were formulated to direct the study based on identified  variables. Literature was reviewed in tandem with identified variables and the participatory communication theory used to explain the  phenomenon under study. It utilised the ex-post facto research design in selecting a sample size of 355 using a quota sampling  technique. Findings indicate that the communication approach adopted in the execution of the selected rural development projects was  one that created a social distance between benefactors. It also indicates that the target population and benefactors failed to adopt  appropriate communication approach which would have equally granted them access to lean their voices before the implementation of  those projects. Based on the findings, the following recommendations were made: benefactors of rural development projects should  always adopt communication approaches that give and afford benefiting community’s opportunity to equally express their own opinions  about any development projects meant for them for sustainable rural development. Host communities of rural development projects  should always make use of communication channels which are easily understood and appraised by beneficiary communities rather than   depending only on the mass media.