1995 Volume 9 No. 2 Development Communication: A Clarification of Constructs by Muiru Ngugi National Images in the Age of the Information Superhighway: African Perspectives by Charles Okigbo The Substance of Health Communication Education by Gabriel J. Bagui African Council for Communication Education Copyright © 1995 (ACCE) Nairobi, Kenya ISSN 0258-4913 Africa Media Review provides a forum for the study of communication theory, practice and policy in African countries. It is published three times a year by the ACCE Institute for Communication Development and Research, P. O. Box 47495, Nairobi, Kenya. Telephone: 227043/216135/215270/334244 ext.28068 Telex: 25148 ACCE KE. Correspondence and Advertising Authors should send contributions to the Managing Editor, ACCE Institute for Communication Development and Research, P. O. Box 47495, Nairobi, Kenya. Books for review, book review articles and all other matters regarding AMR should be sent to the same address. 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Table of Contents 1 Development Communication: A Clarification of Constructs by Muiru Ngugi 16 De-massifying the Development Process: The Role of Communication in Community Participation for Sustainable Development by E. O. Soola 38 The Substance of Health Communication Education by Gabriel J. Bagui 58 Social Mobilisation for Adult Literacy in Botswana by Juma E. Nyirenda 82 Africa's Image in the Local Press: An Analysis of African News in Some Nigerian Newspapers by Nnamdi B. Emenyeonu 105 National Images in the Age of the Information Super- highway: African Perspectives by Charles Okigbo Comments on this Issue Concerns about the interpretations and applications of develop- ment communication underline the six units in this issue of AMR, once again demonstrating ACCE's commitment to the use of communication to support sustainable development in Africa. In the first unit, Muiru Ngugi attempts to clarify the different meanings attached to development communication, and sheds some light on such other concepts as "non- development com- munication," "development support communication" and "de- velopment journalism." E. O. Soola advocates for participatory development program- ming to ensure not only greater success, but also sustainability. He exhibits a clear preference for small-group participatory media over the modern mass media. In the third unit, Gabriel Bagui refers to popular communication models in his interesting analysis of how health communication works. He strongly supports empowering programme beneficiaries to claim own- ership of development programmes. The social mobilisation approach to development communi- cation is explained and recommended in the fourth unit which is a case study of the Botswana National Literacy Programme. People participation, empowerment strategies, and campaign approaches are endorsed. In a frank discussion Nnamdi B. Emenyeonu argues that African media, like their Western counterparts, are to blame for perpetrating a negative image of the continent. The negative images of Africa and the implications of the superhighway in the context of Afropessimism are dis- cussed, and proactive strategies of national image management are offered in the fifth unit. The six contributions deal with different aspects of informa- tion, communication, and development in Africa, and affirm ACCE's continued interest in these areas. Charles Okigbo Hornik, R.C. 1988: Development Communication, New York: Longman Idid, S.A., 1990 "Theories of Communication and Theories of Development: Some Possible Relationships," Journal of De- velopment Communication No. l.Vol. 1:35-46 Jayaweera, N., & Amunugama, S., 1987: Rethinking Develop- ment Communication, Asian Mass Communication Research and Information Centre: Singapore. Mercado, CM., 1992: "Development Communication Manage- ment," Journal of Development Communication, Vol.2. No.2: 13-25. Mowlana, H., & Wilson, L. J.( 1990: The Passing of Modernity: Communication and Transformation of Society, New York: Longman. Okigbo, C., 1985: "Is Development Communicatin a Dead Issue?" Media Development. No.4, 1985: 23-25. Oliveira, M.C.B., 1993: "Communication Strategies for Agricul- tural DevelopmentintheThirdWorld." MediaAsia. Vol.20. No.2: 102-108. Quebral, N.C., 1992: "Development Communication: A Quick Scan of the Present," Journal of Development Communication, No. l.Vol 3:1-8. Rampal, K., 1984: "Adversary vs Developmental Journalism: Indian Mass Media at the Crossroads." Gazette. Vol. 34. Rogers, E., 1978: "The Rise and Fall of the Dominant Paradigm." Journal oiCommunication. Winter, 1978. Schramm, W., 1964: Mass Media andNationalDevelopment: The Role of Information in the Developing Countries, Paris: UNESCO. Sussman, L.R., 1978: "Development Journalism: The Ideologi- cal Factor," in Horton, C. P. (eds) The Third World and Press Freedom. New York Praeger. 15