Prof decries inadequate information flow in rural transformation

A Professor of Development Communication at Veritas University Abuja, Prof. Kenneth Asor Tsebee, has expressed concern over what he described as inadequate information flow in Nigeria’s rural transformation efforts, saying it is limiting progress toward achieving the Sustainable Development Goals (SDGs). Prof. Tsebee made the remarks on Thursday in Abuja while delivering the institution’s 8th […]

A Professor of Development Communication at Veritas University Abuja, Prof. Kenneth Asor Tsebee, has expressed concern over what he described as inadequate information flow in Nigeria’s rural transformation efforts, saying it is limiting progress toward achieving the Sustainable Development Goals (SDGs).

Prof. Tsebee made the remarks on Thursday in Abuja while delivering the institution’s 8th inaugural lecture titled, “Potentials of Development Communication for Sustainable Rural Transformation in Nigeria.”

He said the challenge in Nigeria’s development communication strategy is not necessarily the absence of communication, but the method being adopted.

“The major gap in Nigeria’s development communication strategies lies not in the absence of communication but in the wrong approach to communication,” he stated.

Presenting a new framework he described as the “Oral Song Composer Model for Rural Transformation,” Tsebee said the model is rooted in culturally grounded and people-centred communication approaches.

“Having reviewed existing models of development communication based on available literature, my new model for rural transformation, known as the ‘Oral Song Composer Model for Rural Transformation,’ aligns most strongly with people-centred, culturally grounded models such as participatory, multiplicity and empowerment models rather than top-down approaches,” he said.

According to him, oral songs can serve as a reliable and accessible communication channel for rural development.

“My model provides fresh insights on the reliability of oral songs as an emerging development communication approach for sustainable rural transformation in Nigeria. Their reliability lies mainly in their cultural relevance and accessibility,” he added.

The professor lamented the living conditions in many rural communities despite ongoing government development initiatives.

“It is disheartening to state categorically that rural people continue to live a life of misery and squalor despite government’s acclaimed transformation process,” he said.

He outlined several challenges affecting rural Nigeria.

“The situation in rural Nigeria today is characterised by persistently high poverty and limited economic activities, major gaps in infrastructure especially roads, electricity and broadband. Others are food insecurity tied to conflict, climate stress and weak agritech support, as well as continued insecurity that undermines livelihoods and market stability,” he stated.

Tsebee acknowledged existing policy responses but said progress remains slow.

“There are some policy and development responses, but progress is slow relative to need. Development Communication can reverse many of the negative conditions in rural areas of Nigeria, but only if applied strategically, participatorily and alongside supportive policies and infrastructure,” he said.

He called on federal and state governments, through their Ministries of Information, to develop concrete policies on communication strategies that recognise indigenous media forms.

“This should take into account the potency of oral songs, which must be integrated with other communication channels for optimum results in the rural transformation of Nigeria,” he added.