Journal of Media, Communication & Languages

Development Support Communication: A Strategy For

Conflict Resolution And National Development

Nwoga, Chibuzor C. Ph.D,

Tel: 08060363989,
E-mail: [email protected] or [email protected];
&
Ibe, Kingsley,
Tel: 08036755397,
E-mail: [email protected]
&
Nwankwo, Osita,
Tel: 08061232009,
E-mail: [email protected].
Department of Mass Communication,
Alex Ekwueme Federal University,
Ndufu-Alike Ikwo, Ebonyi State, Nigeria

Abstract
This Paper examined the role Development Support Communication play
in conflict resolution and national development. Suffice it to say that an
unresolved conflict may escalate and when this happens, bring insecurity,
which constitutes serious threat to lives and property. Insecurity hinders
business activities and discourages local and foreign investors. This stifles
and retards the nation's socio-economic development. Development
Communication, using the Development Support Communication strategy
comes handy, not because it transmits information about how things can be
done better by using available facilities, but because of its exchange of
problem-solving information in issues arising from specific development
programme or project. The Participation theory was adopted for this paper.
The Desk research method was used. The Paper highlighted the need for
effective communication, especially with the deployment of Development
Support Communication, in having a peaceful and developed society. It
was noted that when there is peace, security of lives and property is
guaranteed, developments not only occur but are sustained. There would
be enabling environment for investors to invest, leading to growth in the
Gross Domestic Product (GDP) and national development. It is
recommended among others the enthronement of community participation
and establishment of Community mass media especially the Community
radio as it provides a communication environment for all stakeholders in
national development.

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Keywords: Development Communication, Development Support

Communication, Conflict, Conflict Resolution, Gross Domestic Product
(GDP), Sustainable National Development.

Introduction
A society without conflict is a docile one and can hardly progress. Every
society has its own share of conflicts and must grapple with the challenges
of managing or resolving them, not necessarily eliminating them. It is
pertinent to note that just as peace and cooperation is desirable, conflict too
could be progressive when not allowed to escalate and become destructive.
Conflict can be a catalyst for development. However, when conflict gets out
of hand, it is necessary to broker a long term resolution based on
understanding of its underlying causes. This will ensure that resurgence
does not arise. When conflict escalates, it affects the people and the
environment, thereby bringing underdevelopment. Communication here
plays a role. It is vital for human development. According to UNDP (2011),
“Communication processes are central to broader empowerment practices
through which people are able to arrive at their own understanding of
issues, to consider and discuss ideas, to negotiate, and to engage in public
debates at community and national levels.”
It is the role Development Support Communication play in
empowerment processes that helps distinguish it from other forms of
communication. The empowerment-related role of Development Support
Communication makes it a vital element in programming efforts aimed at
achieving the Millennium Development Goals and other development
priorities in an equitable and sustainable manner (UNDP, 2011). Now that
the timeline for the implementation of the Millennium Development Goals
(MDGs) has ended, and the Sustainable Development Goals (SDGs)
launched as a new development agenda, it is believed that Development
Support Communication would also be vital in achieving the 17 Goals of
Sustainable Development. When development priorities are done in an
equitable and sustainable manner, there would be national development
and peace.
In this paper therefore, we look at Development Support

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Communication (DSC) as a strategy for Conflict resolution and Sustainable

national development.

Theoretical Framework
This paper is anchored on the Participatory theory.This theory views the
development process as a function of the participation of all the
stakeholders in the pertinent community (Folarin, 2006). Folarin further
assert that the participation view of development required that the widest
possible cross-section of citizens be involved in deciding, implementing,
evaluating and benefiting from the activities of deliberate social change.
Thus: (i) The capacity to define and direct the development experience was
restored to the beneficiaries of development; (ii) There was now a focus on
the processes of local popular participation at the community level. The
Participatory theory incorporates the concepts in the framework of
multiplicity. Freire (2010) refers to this as “the right of all people to
individually and collectively speak their word”. This is not the privilege of
some few men, but the right of every man. In order to share information,
knowledge, trust, commitment and a right attitude in development projects,
participation is very important in any decision-making process for
development.

Brief Insight into Development Communication Concept

The Development Communication (DevCom) or Communication for
Development (CD) is the systematic utilization of appropriate
communication channels and techniques to increase people's participation
in development and to inform, motivate, and train rural populations, mainly
at the grassroots level (Servaes, 2008). This concept is one of the central
issues in United Nation's Food and Agriculture's (UNFAO) approach to
Communication for Development. It emphasizes a multi-media approach,
especially the integration of traditional and popular media, and campaign
strategies. Development communication according to World Bank (2006)
involves creating mechanisms to broaden public access to information on
reforms; strengthening clients' ability to listen to their constituencies and
negotiate with stakeholders; empowering grassroots organizations to
achieve a more participatory process; and undertaking communication
activities that are grounded in research. The essence of Development
communication is the sharing of knowledge aimed at reaching a consensus
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for action that takes into account the interests, needs and capacities of all
concerned. It is therefore a social process. According to UNDP (2011),
Communication for development stresses the need to support two-way
communication systems that enable dialogue and allow communities to
speak out, express their aspirations and concerns and participate in the
decisions that relate to their development. The Rome Consensus from the
World Congress on Communication for Development as cited by the UNDP
(2011), defined Communication for Development as:
“…a social process based on dialogue using a broad
range of tools and methods. It is also about seeking
change at different levels, including listening, building
trust, sharing knowledge and skills, building policies,
debating and learning for sustained and meaningful
change. It is not public relations or corporate
communications.”

It is observed that Development communication is a purposeful

communication effort geared towards realization of human potentials and
transformation from a bad situation to a good one. This is in line with S.
Balit's definition, which sees Development communication as a social
process aimed at producing a common understanding or a consensus among
the participants in a development initiative and leading to a joint action
(Oyero, 2012). Some definitions specifically emphasizes on social change.
Okunna (2012)sees Development communication as the entire process of
communication with a specific group of people who require development
(target audience), with the purpose of achieving the social change that
should change their lives in a positive way, thus giving them better living
conditions. Development communication creates an enhancing atmosphere
for exchange of ideas that produces a happy balance in social and economic
advancement between physical output and human relationships.
Development communication is not merely a matter of transmitting
information about how things can be done better by using available
facilities. It is much more than the exchange of problem-solving
information. It also involves the generation of psychic mobility or empathy,
rising of aspirations, teaching of new skills and encouragement of local
participation in development activities. Development communication
assumes the broader function of helping people to restructure their mental
framework in interpreting specific events and phenomena, and to relate to
the broader world beyond their immediate environments. To be effective in
doing this, communication activities in development must be interwoven
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with other socio-economic and political processes. Development activities

require rural people as well as urban people in the government and in
business and other urban sectors to establish new social relations with each
other. Communication processes facilitate the growth and development of
such human relationships. Both the mass media and interpersonal
communication systems are necessary to establish and maintain these
relationships.

Understanding Development Support Communication

Development Support Communication (DSC) came to be when it was
realized, after analysis that most of the world's development plans failed.
Projects were wasted and the problems of the people living in the rural and
urban areas remain unsolved. The underlying factors behind the failure of
these projects they adduced were lack of understanding about social and
cultural environmental problems, and lack of interpersonal communication
of project developers. Shahzadand Bokhari (2014)had argued that
development planners were unable to create a strategy to make successful
plans when they asserted:
“They couldn't involve farmers, poor, semi illiterate
people to participate in decision making process for
their own benefit. Then it was realized that one
country's development strategy cannot be applied
over another country, it's better to plan projects in the
light of the needs of that area, climate, thinking,
concepts, culture, tradition, and the aptitude of the
local people”.

This led Erskine Childers – a Professional Information Officer in

early 1960s to conceive the idea of DSC to enforce and motivate the people
towards successful development and change. He suggested that this job can
be well managed only by the people who know the art of communication.
According to Childers, DSC is defined as a discipline in development
planning and implementation in which more adequate account is taken of
human behavioural factors in the design of development projects and their
objectives (Wikipedia.org). In other words it is a specifically designed
communication strategies which support a particular development
program. The new idea has became an approach to Development
communication which would render communication as a “support” rather
than a deterrent to development and it quickly gained prevalence in United
Nations and other multilateral development agencies (Shahzad&
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Bokhari, 2014).
Development Support Communication (DSC) is an integral part of
Development communication. DSC is using all forms of communication
for the development of a particular area or community. It is widely used in
rural areas as they need diverse explanations. For an instance, a person can
discuss in detail about a government scheme but for making the villagers to
understand, the speaker should also show them some videos. Development
Support Communication discovers solutions to their development
problems and issues (kevinclarkefocus.com). Information and
Communication Technology (ICT) and Multimedia can be considered for
Development Support Communication. Development Support
Communication stands for linking all agencies involved in the planned
development works such as political executives, political planners,
development administrators, subject specialists, field workers, opinion
leaders, media representatives, researchers and the beneficiaries who
continue the final delivery points and the consumers of the information. The
route of communication envisaged is not only vertical as flowing from
upper level to bottom or bottom (masscommunicationtalk.com, 2016).
When communication activities undertake exchange of messages at more
participatory level to achieve specific goals of exchange and development,
we have a Development Support Communication.
The practice of Development Support Communication is a multi-
sectoral process of information sharing about development agendas and
planned actions. It links planners, beneficiaries and implementers of
development action, including the donor community. It obligates planners
and implementers to provide clear, explicit and intelligible data and
information about their goals and roles in development, and explicitly
provides opportunities for beneficiaries to participate in shaping
development outcomes. It ensures that the donor community is kept
constantly aware of the achievements and constraints of development
efforts in the field (FAO, 2002). Development Support Communication
makes use of all available structures and means of information sharing.
Therefore it is not limited to mass media alone. It also uses both formal
group and non-formal channels of communication, such as women's and
youth associations, as well as places where people gather.... markets,
churches, festivals, and meetings. But its contribution is in using these in a
systemic, continuous, co-ordinated and planned manner, to perform
linkage and enabling functions. It requires analysis of the communication
environment, of the available and needed communication competencies
and resources (hardware, software, financial and human), and clearly
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indicates expected results from specific resource inputs, so as to maintain

accountability (www.fao.org).

Insight into Conflict and Conflict Resolution

Where there are people, conflict is imminent. This may be due to
differences in backgrounds, interests or perspectives. Differences in
opinion arising from foregoing could sometimes degenerate into
aggression and violence. Tony-Cooper (2003) assert that Conflict occurs
when the interest of one party come by accident or design into engagement
with those of another or others. He further asserts that conflict develops
when something is propelled into space already occupied by something
else that cannot readily accommodate this new presence. Conflict may first
be noticed at the individual level, but may eventually spread to the larger
society. It is important to note, as earlier stated, that just as peace and
cooperation is desirable, conflict too could be progressive when not
allowed to become destructive (Ogaba, 2006). When it does get out of hand,
it is necessary to broker a lasting resolution based on the understanding of
its underlying causes. This will ensure that resurgence does not arise.
Different scholars have defined conflict in many ways. It is the existence of
non-compatibility or disagreements between two actors (individuals,
groups, organizations or nations) in their interaction over the issues of
interests, values, beliefs, emotions, goals, space, positions, scarce
resources, etc. (Okeke, 2006). Collins English Dictionary defined conflict
as Struggle...battle...tension..Fink (1968) in Okeke (2006) defines conflict
as any “situation or process in which two or more social entities are linked
by at least one form of antagonistic psychological relation or at least one
form of antagonistic interaction”. For conflict situation to be possible, two
or more parties will have to be interested in one thing which is the cause of
conflict.
To end or resolve a long-term conflict, a relatively stable solution
that identifies and deals with the underlying sources of the conflict must be
found. This is a more difficult task than simple dispute settlement, because
resolution means going beyond negotiating interests to meet all sides' basic
needs, while simultaneously finding a way to respect their underlying
values and identities. According to Ogaba (2006), true conflict resolution
requires a more analytical, problem-solving approach than dispute
settlement. The main difference is that resolution requires identifying the
causal factors behind the conflict, and finding ways to deal with them. On
the other hand, settlement is simply aimed at ending a dispute as quickly
and amicably as possible. This means that it is possible to settle a dispute
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that exists within the context of a larger conflict, without resolving the
overall conflict. This occurs when a dispute is settled, but the underlying
causes of the conflict are not addressed.
There are many reasons why underlying causes of conflict may not
be addressed. Often, the underlying causes of conflict are embedded in the
institutional structure of society. Achieving complete resolution of a
conflict can require making significant socioeconomic or political changes
that restructure society in a more just or inclusive way. Changing societal
structures, such as the distribution of wealth in society, is a difficult thing to
do and can take decades to accomplish. Thus, fully resolving conflict can be
a long, laborious process.
A number of strategies exist for the purposes of conflict resolution.
According to him, they include Conciliation which is a process whereby the
parties to a dispute agree to utilize the services of a conciliator, who then
meets with the parties separately in an attempt to resolve their differences;
Mediation - a process in which a neutral third party, the mediator, assists two
or more parties in order to help them negotiate an agreement on a matter of
common interest; Arbitration which is a form of legal alternative to
litigation whereby the parties to a dispute agree to submit their respective
positions (through agreement or hearing) to a neutral third party (the
arbitrator(s) or arbiter(s)) for resolution; and Litigation which is a lawsuit or
a civil action brought before a court in which the party commencing the
action, the plaintiff, seeks a legal remedy, usually for an offence (Hauss,
2001;Runesson and Guy, 2007).

The Concept of National Development

The McBride Report (1980) in Oso, Soola and Pate (2012) defines national
development as "all aspects of development linked to improvement of the
quality of life; facilitating and increasing participation by the people in the
decision making process, and adoption of labour, intensive and appropriate
technologies, the equitable distribution of national income." Ogai (2003)
shares the opinion that national development is the gradual manifestation of
positive changes in the economic, social, cultural, industrial, administrative
and political life of a country.”
From this definition it could be seen that national development is
deeper in meaning and large in scope than urban and or rural development.
It is a development that embraces and encompasses the length and breadth
of a nation. This means that developing the urban cities in isolation of the
rural areas and vice versa can hardly pass for national development.
National development therefore is more of a whole system with rural and
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urban development serving as the functional parts of the whole system. By

implication, a nation is said to be on course for national development when
both the rural and urban areas of the nation are undergoing continuous, and
sustained quantitative and qualitative positive human, material and
environmental transformation.
The emphasis here is on incorporating the urban areas and rural
residents into the national development action plan. This is why Nwodu
and Fab-Ukozor (2003) argue that:
“a conscious effort to positively transform few urban
areas within a nation without transformation of
numerous rural communities cannot be equated to
national development. A true national development
should as a matter of necessity involve the positive
transformation of the overall nation's human capital,
physical domain and material well-being.”

It has been noted that urban development is not synonymous with

national development and that national development should go beyond
urban development and extend to rural areas which Nwodu (2013) argues
holds the key to national development. Thus national development is an
integrated and accelerated development of the entire nation – the urban and
the rural. It is on this strength that Nwodu and Fab-Ukozor (2003) articulate
the features of national development as:
1. A widely participatory process that involves greater number of
people regardless of whether they live in a rural or an urban setting.
2. Substantial economic, technological, political, cultural and
ecological transformation of a nation. Transformation here implies
gradual but sustained healthy movement from a poor to enhanced
state of living.
According to the Department for International Development
(DFID, 2013), “with per capita income falling significantly to about
$300 between 1980 and 2000 (well below Sub-Saharan average of
$450), approximately 90million Nigerian's 133million people are living
in absolute poverty, on less than one dollar a day.” Nnamani (2004) also
added that:
''The income of a community, which is subdivision
among families and kindred, is less than 40 percent of
the norm (living on one US dollar a day…and such,
which manifest more in poor infrastructure, poor
nutrition, poor self- esteem, low hygienic standard,
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low intellectual development and lack of capacity to

articulate social, economic and political environment
and low per capita income.”

The above expressions clearly indicate that Nigeria has a number of

development challenges. These challenges touch virtually on all aspects of
the country's live. Nwodu's broad categorization of development
challenges and realities in Nigeria include: Economic/political, socio-
cultural/ health, infrastructure/physical challenges.

Development Support Communication Campaign

Development Support Communication campaign according to
Shahzad&Bokhari (2014) is an integrated manner that utilizes different
educational and communication methods, aimed at focusing attention on a
particular problem and its solution over a period of time.
Appropriate planning is the primary step for achieving the goals.
There are four stages of any DSC Campaign plan.
Stage 1: Identification of objectives (examining campaign goals and aims
for getting long term results; sound judgement by gathering
information).
Stage 2: Analysis (study and investigation of a problem, identifying target
audience, situation and sponsor);
Stage 3: Formulation of the plan (selection of the suitable method, timing
the campaign, using slogans and symbols, pretesting the
messages, providing channels for information seeking and
involving people).
Stage 4: Evaluation (Carrying out small scale field evaluations at strategic
points during campaign to suggest where "in-course" changes
may be warranted, and also conducting full scale post-campaign
impact evaluation survey and use as feed-forward for future
campaigns).
Involving people means community participation. At this point,
community media can play a vital role in reducing and eradicating the
problems and issues that may arise in DSC. Ali (2014) quoting Berrigan
(1981), asserts that for community participation to be successful, the focus
should be on the following points: Identification of needs by means of
direct contacts with the groups; Concretization, that is, examination and
selection of the priority problem identified by the groups in the light of local
conditions; Selection of priority problems by the groups; Formulation of a
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durable methodology for seeking solutions; Identification of the amount of

information required and easy ways to access to this information; Action
which is the execution by the groups, the projects they have designed;
Expansion toward the outside to make known the points of view of the
groups to other groups or to the authorities; and liaison with the
communication system to make known their action.

Development Support Communication in Action

Development Support Communication is not just an action of transmitting
information on how things can be done better by using available resources,
it is much more than the exchange of problem- solving information, rather it
also involves the generation of psychic mobility or empathy, raising of
aspirations, teaching of new skills and encouragement of local participation
in development activities (Moemeka, 1991).
Development Support Communication in Conflict Resolution
With their huge ability to set social agenda and legitimize what they carry
and convey, DSC has a key role to promote dialogue and build peace.
Ignorance, prejudice and stereotypes are obstacles to mutual
understandingand peaceful dialogue. UNESCO (2015) has recognized that
“Dialogue, founded on mutual respect and understanding, constitutesthe
best way to overcome ignorance and promote peace, tolerance, andthe
dialogue among civilizations, cultures, people and religions”.
Mutualunderstanding can only be achieved through a continuous
exchangeof information and knowledge – through the free flow of ideas by
wordand image (UNESCO, 2015). The two flow ofinformation is a sine qua
non for eradicating misconceptions about the“other” - one of the root
causes of conflict and wars (UNESCO, 2007). As such, the potentialof DSC
as a platform for human dialogue is irrefutable, and conflict
sensitivecommunication can play a huge role in this regard (Howard,
2009).
DSC assumes the broader function of helping people to restructure
their mental framework in interpreting specific events and phenomena, and
to relate to the broader world beyond their immediate environments.
Development support communication help reduce conflicts between the
government and the governed. It equally removes confusion among the
people targeted for a particular developmental project. When the people
are not carried along on the developmental projects, there is usually distrust
emanating from their lack of knowledge or awareness on the activities of
the government. Scholars are claiming that development support
communication (DSC) is the missing link guaranteed to achieve popular
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participation in Third World development (Sonderling, 2007). Moemeka

(1991) assert that many development specialists now believe that the chief
factor of production in modem times, in both developed and developing
countries, is information - seen as knowledge, education or human capital.
He warned that to neglect information in the planning, execution and
evaluation of development activities is inadvertently calling for confusion
in the interface of the technical and social aspects of development, and,
consequently, non-realization of the full and positive benefits of
development. This is so because when the targeted people for a
developmental project do not buy into it, there are bound to be resistance
and conflict. So the Development support communication brings the
synergy between the government and the governed.
Dealing with conflict situations require effective problem solving
skills and management of information. Effective management of
information dissemination or communication on developmental issues
ensures hitch free or conflict free societies. Information on government
activities and policies should be carefully packaged and disseminated to the
members of the society, for them to be up to speed with the intentions of the
government.But for Development Support Communication to be effective
in conflict resolution, it has to be controlled. Controlled communication is
primarily a social psychological device for altering the attitudes and
perceptions of those involved in the conflict, so that on the basis of reduced
hostility and tension they may be able to come together for serious and
productive engagements (Adeniyi, 2009). Controlled communication is
designed not solely to resolve conflict between warring parties but to
provide a basis for conflict resolution by persuading parties to re-perceive
their conflict in a manner that will contribute to peaceful settlement.

Development Support Communication in National Development

The overall objective of development is the improvement of man in the
society. Odunlami (2005) writes that communication is a crucial index of
any development process and implies the act of sharing information; news
and views; ideas and feelings; sentiments and anxieties between two or
more individuals or groups of people. This may be interpreted to mean that
unless there is a sharing of ideas to create a commonality of meaning,
development is not in view. The essence of communication in development
is that those who are vested with political authority must get or give
information to those they are governing. The governed must also give or get
information from them. Adeseye and lbagere (1999) say that this two-way
flow of information is necessary for formulating policies by those in powers
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as well as for the people to understand the nature of these policies to accept
or reject them.
Analysis of development efforts has led development agencies,
non-government organizations and states towards structuring development
around local participation. There is acceptance that without the
empowerment and understanding of locals, even the best-supported plans to
uplift communities tend to produce negligible or unsustainable results
(UNESCO (2015). DSC deal with social, economic, political and cultural
aspects and desire to create positive change. The primary role of DSC is
problem solving, beginning with systematic understandings of the local
condition of development issues. The ability of Development Support
Communication to achieve community participation using participatory
approach is a major element necessary for the inducing economic
development. The belief that Development Support Communication offers
a new and an all-inclusive solution to development is increasingly gaining
ground (Mumtaz, 2019). DSC has to be continuous and consistent in
aiming at raising aspirations of the people so as to help them develop.
Basically, DSC has to raise the level of social consciousness among people
that can help them towards transformation.
DSC can be effective in population control and family welfare
programmes in Nigeria. It is a fact that the population and family welfare
programmes are integral parts of the overall development programmes of
the Nigeria. Communication has been at the forefront, playing vital role in
the various developmental phases of the programme by extensively using
different communication media and methods. However, despite efforts at
educating and motivating people to change their life styles, expected results
have not been encouraging. The expected results would be better if DSC is
adopted.
DSC can be effective in health related issues like the “roll back
malaria” and “maternal-child mortality”. Development implies progressive
improvement in the living conditions and quality of life of individuals,
community and society. Unless people have healthy living, they cannot
enjoy the other benefits of life. Due to the complexity of health behaviour in
Nigeria which is tainted with deep-rooted socio-cultural and religious
values, DSC has to be adopted to help people keep themselves healthy. The
process of getting people to participate is done through the mass media and
interpersonal communication, based on Development Support
Communication strategy.
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DSC can be also play a role in education especially as it affects

agricultural extension services. DSC makes use of extension or organized
face-to-face communication to reach farmers. Extension provides a form of
DSC, which might be more effective than the mass media. Extension
education has proved very effective in Agriculture, and has since then
widely been practiced all over the world, especially in the third world
countries.
DSC can equally be effective in environmental issues such air
pollution, land degradation, inadequate sanitation, and unavailability of
potable water. The DSC increases access to information regarding
environmental issues. Governments use DSC to encourage the involvement
of local population in tackling environmental issues. Through the DSC
strategy information on environmental issues are supplied to the local
communities at the early stage in identifying a project; local environmental
problems are discussed with the affected communities; public comments
are welcomed on the DSC inputs; and public comments and discussion on
the proposed environmental solutions are encouraged.

Conclusion and Recommendation

Conflict is an inevitable feature of the human condition. Therefore, it is not
the mere presence of conflict that bothers peace practitioners and
development actors, but the tendency for it to impact negatively on
development. The social losses attributable to violent conflict, especially in
developing nations, call for development theorists and practitioners to focus
on understanding the mutual interface of peace and development. This
awareness has come with an acknowledgement of the need for promoting
conflict-sensitive development. The idea is for development planners and
implementers to be proactively engaged with conflict that arise or would
arise in the context of development. Unfortunately, many people still do not
quite comprehend the essential link among Development Support
Communication, conflict and development. Yet, only when we begin to
appreciate the mutual and often direct impact of conflict and development
vis-à-vis communication, shall we understand the potentials of their
interactions to prevent violence or disrupt the social and physical
environments.
DSC is seen as a legitimate function of development planning and
implementation and therefore needs to be examined as a valuable
technology for using the social communication process to foster and
strengthen sustainable development at local and national levels. It should be
taken more seriously in programs of social change, and should be reflected
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explicitly in development policy and strategy. One way of doing so is

through the enunciation of a national information and communication
policy, which can be explicitly integrated into national development
thinking and practice (FAO, 2002).
We recommend that Media practitioners should draw constant
attention to the development challenges, analysing and interpreting
programme and actions put up to solve the problems and mobilizing
support for pragmatic effort aimed at solving the problems posed by those
actions.
We recommend also the establishment of Community mass media
especially the Community radio. They enhance communication processes
that facilitate dialogue for peace and conflict resolution and enable
subsequent economic progress. Through it, information on government
activities and policies should be carefully packaged and disseminated to the
members of the society.
This paper argues that citizens' participation brings peace and
development. Citizens' participation requires the presence of professional
communicators to facilitate interaction between benefactors and
beneficiaries. It is suggested that involving Development Support
Communication experts in project planning and implementation could help
facilitate popular participation.

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 Journal of Media, Communication & Languages

Ethics And Journalism Practice In Nigeria: An Appraisal

Ibituru I. Pepple, Ph.D,

Department of Mass Communication and Digital Media,
University of Calabar,
Calabar, Nigeria.

Abstract
This paper appraised ethics and Journalism practice in Nigeria. So many
factors were discovered to have impeded Journalism practice in Nigeria;
some of such factors include: the brown envelope, free lunch, confidential
information, and photo-manipulation. Sophistication in science and
technology has changed the course of events as pictures and other
Journalistic materials are manipulated to suit the situation or needs of media
owners, thus, throwing ethics to the background. The reporter who is under
the control of his master, dances to the drum beaten by him, rather than put
ethics into consideration. Udoakah's postulation that every society has what
its members regard as valuable, as well as, its own culture and tradition as a
symbol of identity becomes apt for the study. The Historical Research
method was adopted for this study, thus, some documents were used and
interviews conducted in the course of the study. It was concluded that
ethical considerations in the performance of Journalistic duties will bring
about better and most acceptable way of performing the functions,
irrespective of the fallibility of the journalist.

Introduction
Every society strives to maintain an acceptable standard and behavioural
pattern that will suit its way of life. According to Udoakah (2003) the press
irrespective of ownership serves a purpose in society. Shepard (1981, p.13)
posits that functionalism also assumes that most members of a society agree
on what is describe to have and achieve- in order words, there is a consensus
on values and interest. Udoakah (2000, p.75) argues also that, every society
has what its member regard as valuable; has its own culture and traditions as
symbols of identity. These symbols of identity can be referred to as its
ethical codes. These codes guide their behaviours and associations.
Udoakah (2000, p.77) adds further, that this presentation on
communication and society rests on the notion that all institutions in
society, beliefs and morals are interrelated, and their co-existence with each
other, provides the bond that keeps society together. Milibaund (1967,
p.198) adds that the press may be taken as the first and most obvious
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