Abstract

Development programmes initiated by governments in parts of Africa aimed at improving the living standard of the people, have either achieved minimal success or failed because of the negative attitude of the people. One issue that has therefore dominated discussions among development agencies and initiators in Africa is that of dealing with the people’s attitudes and responses to issues of development. This paper is therefore geared towards exploring ways in which ICTs and traditional media could become effective tools in the campaigns and mobilization for the adoption of innovations, which is central to rural development in Africa. The method of content analysis using review of existing document such as books, journals, periodicals, case record and others documented by government, individuals and organization s was utilized. The findings revealed that the majority of the people in Africa lived in the rural areas and were not abreast with information about government programmes aimed at improving them. Apart from acknowledging the basic challenges confronting policy makers, development communicators and other stakeholders in the development process, the paper recommends among others, that governments in Africa should create the enabling environment for the ICTS to be effectively used and synergized with traditional media in achieving development communication goals at all levels.

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