THE PLACE OF TRADITIONAL MODES OF COMMUNICATION IN THE ERA OF MODERN / NEW COMMUNICATION TECHNOLOGY (A STUDY OF AWKA SOUTH LOCAL GOVERNMENT AREA OF ANAMBRA STATE)
CHAPTER ONE
1.1 Introduction
In this examination of communication and society, it is necessary to have an idea of what the two basic terms means by way of definition and explanation. Communication has been defined by the Oxford Advanced Learners’ Dictionary of current English as the process of imparting thought, knowledge or intelligence verbal or written form from a source to a receiver. Edward Sapir also recognized “communication as a fundamental social process”.
Another definition of communication is that communication is the passing on or transmission of message with the use of language to heterogeneous audience.
From the above definitions, it is seen that the two concepts have something in common; that holds them is the relationship that exist between them.
Communication generally is a fundamental social process which essentially has to do with any discipline or activity that is concerned with human society and behavior.
Therefore, it has been identified as “the basis of human existence, for it is at the heat of all society intercourse.
In our day-to-day life, we interact with one another by way of communication. This society cannot exist without communication for it is the only mechanism through which human interaction exists.
Living generally also depend on communication for even our body system cannot function without communication with one another through contact.
Communication also takes place when an individual talks to a follow individual, when an idea is made known to a group and when a concept is disclosed.
There is also a need for communication among human groups, as this is the Chief factor for creation of unity and continuity for the society and the vehicle for the conveyance of the culture. But it does not suffice to say that communication itself can be meaningful and effective without its association with other thing and other processes.
This is because, communication does not exist on its own in a vacuum, rather it exist in the society and function among persons.
It emanates from members of the society and assumes a social network. Going form one person to another and linking itself to means of its transmission through a channel, which is the mass media. This leads to a chain of process. Thus “through communication which exist between two persons or one person as the source to a group of person, ideas, needs information is conveyed through the channel. This message is decoded at the society who is the audience. By way of this life in the communication process, the channels of communication contributes tremendously to the propagation of information and the continued existence of the society.
It is pertinent to point out at this juncture, that every communication or message has its targeted audience to whom it is directed to. And when such a message gets to the audience an aim has been achieved. Also, when the audience is able to decode the encoded message as the effect compliance, another aim which is the ultimate aim is equally achieved in the face of these, what then is the essence of communication.
The aim of communication is to create awareness, education or enlightenment and through such awareness created, to elicit response, compliance, a change of attitude in respect or re-enforce them.
Traditional Communication in Igbo Land
Before the white man came in Igbo land, the oral communication was the system of interaction in the area. The town crier performed a very important function by collecting and spreading very important information among his people, he served as an intermediary between the heads of the people and report their feelings to them.
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