The article defines technology as a communication process, reviews the problems of communication technology, transfer in the African continent, and makes a case for definition of development communication. It insists that in media technology transfer, the emphasis should be on their cultural implications and relationships to traditional modes of communications. Mass media should be seen as technology context, a situation that allows for greater participation of the ruralites in various African villages, which makes for quicker and better acceptance of change. The article critically examines different technology transfer models and recommends a horizontal, humanistic or holistic model of communication for rural development.
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