The role of indigenous modes of communication in enhancing development support communication in Bongo Traditional Area of Upper East Region, Ghana

Thomas Azagsiba Agana

doi:10.51867/AQSSR.2.2.32

Authors

Thomas Azagsiba Agana Simon Diedong Dombo University of Business and Integrated Development Studies (SDD UBIDS), Ghana Author https://orcid.org/0009-0003-0694-554X

DOI:

https://doi.org/10.51867/AQSSR.2.2.32

Keywords:

Community Engagement, Digital Transformation, Development Support Communication (DSC), Ghana, Indigenous Communication, Modernization, Participatory Communication Theory, Rural Development

Abstract

Indigenous communication practices, deeply rooted in African cultural traditions, are very critical for fostering community engagement, disseminating information, and promoting sustainable development. This study examines the value and efficacy of indigenous communication practices in boosting Development Support Communication (DSC) in the Bongo traditional area of the Upper East Region of Ghana. Rooted in Participatory Communication Theory, the study emphasizes the significance of shared cultural experiences, collective decision-making, and discussion in shaping growth processes. Using a qualitative research design, the study looks at the perspectives and actual experiences of community members, traditional leaders, and development experts. Purposive sampling was used to select 40 participants, ensuring a diverse range of stakeholders, including elders, opinion leaders, and communication specialists. The data was gathered through participant observations, focus groups, and semi-structured interviews. Key concepts were extracted through the use of a narrative approach and thematic analysis of the data gathered. The inclusion criterial involved development professionals, cultural leaders, and community elders while stakeholders who have no in-depth knowledge of the subject matter were excluded. The results demonstrate the significance of indigenous communication techniques in rural development, especially in promoting communal involvement, preserving traditional governance institutions, and transmitting cultural values. The result also reveals that the validity and reliability of these practices are threatened by modernization and digital transformation. The result shows that, though indigenous communication practices are still relevant, they are progressively extinct, raising worries and alarm that its uniqueness and relevance may be lost in favour of more popular contemporary media. The study recommends strategic incorporation of indigenous communication into modern development frameworks. This includes adopting hybrid models that blend traditional and digital communication techniques, systematically documenting indigenous communication forms, and incorporating them into educational curriculum. In rural development programmes, policy interventions should also be put in place to promote the regeneration and preservation of indigenous communication practices.

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