Contextual Concepts for Media-Delivered Village Education
Kwasi Ansu-Kyeremeh · Media Information Australia · 1988
A major reason for the limited effectiveness of western mass media in village education programs in developing countries is the tendency to derive theoretical concepts from the western context. Applying these concepts in constructing models of media-delivered education for villagers creates a structurally incongruent situation in which western educational technology is favoured over the more compatible village media Comparing attributes of the radio and indigenous village media systems in a Ghanaian village situation, terms with universal appeal like communal and indigenous are proposed as either alternatives or additions to the more commonly used western-induced mass, modern, and traditional media terminology, so as to focus attention on the village media and thereby encourage their use by village educators.