This article argues that communication is the manifestation of the cultural norms of society and that, through its presentations, the culture of a people is reinforced, new patterns are created within it and, sometimes, modifications are made to its existing norms. It examines different aspects of the cultural content of communication and proposes the need to adopt a view of communication which recognizes the systems and processes of the past along with on-going ones with the view to adopting a more perceptive policy for the continent. It concludes that a dualist approach, the diachionic-synchronic, is necessary now in order to overcome the problems examined.
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