The bird flu campaign in Kwara state of Nigeria: a critical examination of its graphics communication development

Abstract

The graphic encoding choices employed to communicate development messages to target audiences during the Bird Flu (Avian Influenza) campaign in Kwara State, Nigeria, is loaded with several types of uncertainty that potentially hindered its communication efficacy and invariably the achievement of the overall desired goal. A key cause of these uncertainties was the improper way roles/activities were performed in the media production process. Therefore, this paper employs qualitative research method that involves a triangulation of Focus Group Discussion (FGD) and content analysis to critically examine the roles/activities of the media team and the campaign materials produced respectively. This is in order to provide the much needed strategy to satisfactorily resolve the problem of designing an effective graphic communication system for prevalence non-literate target audience. The paper begins with the introduction of the reader to the fluid and incongruous situations of the Bird Flu campaign. Also, it analyses roles/activities of the media team during the process of communication development. And it critically examines the Information, Education and Communication (IEC) materials employed for the campaign (albeit, hinged on existing diagnostic, descriptive and prescriptive frameworks in media production, graphic and general communication). The paper ends with the need to utilize appropriate communication practices that foster collaboration and participation of all stakeholders in the media production process with particular emphasis on orientations that are endogenous, in order to produce effective graphic communication with desired outcome.

Keywords: Graphic Communication, Media Production Process, IEC Materials, Graphic Encoder‟s Intervention, Communication Practices.