Breaking the Barriers of Information Diffusion

Communication, which is a process of sending and receiving messages, has a starting point. This point is not the sending itself, but something that happens in the sender before it starts sending the message. There is the stimulation that comes first, that thing that prompts or moves one to take action. It is the reason for a communication encounter, and it takes place in the sensory nerve of an individual known as the Source.

The Source is that individual or group, which initiates a message. The source is the encoder or sender of the message, the one who receives the stimuli from within and then decides the means to transmit the intended message to the receiver. Because processes are involved in communication, the Source faces so many problems in achieving communication. Before the information or opinion is passed to the receiver, the Source makes a move that shows that it wants to convey a message. This movement or initiative can be through speaking, gesturing, writing or any means that you deem appropriate to convey the message. In the communication process, this movement is known as ACTION.

After performing an action, what follows is a REACTION, which is the result of the action performed by the sender or communicator. It is the response to an action, which can take the form of a reply, reply, rejoinder, reply, acknowledgment or defense. The chosen one determines the next course of action for both parties, and to complete the process, the parties INTERACT. The interaction can be between two or more people who demonstrate that the message was properly communicated.

There are so many information messages circulating around the world today, as well as contrary behaviors of people. These show that not all messages being sent reached those for whom they were intended. Many factors are responsible for this. The skills used to communicate with people are not more or less considered by the communicator. However, it is your duty to ensure that you have a good understanding of the means he chooses to communicate. This will allow you to reach your target audience effectively.

The message to be transmitted must be known by the communicator. If you don’t have a good understanding of your message, you probably won’t be able to gain your audience’s attention, appear important with your message, or convey it with confidence. Effective communication can also depend heavily on knowledge of the environment in which the communication is to occur. The diversities that exist in different communities or areas help force Source’s focus on location and target audience. In Nigeria, for example, age, status, social class, seniority, etc. are taken into account, something very different from what can be obtained in other parts of the world. However, apart from this sociocultural context, there is another important factor that affects attitude. The attitude of the Source of the communication towards himself showing confidence in the message is very important for the successful transmission of his message. It should be noted that, over and over again, people continually send messages to their various recipients, but the level of ignorance exhibited by those to whom these messages are directed is alarming. Research has shown that the current method of information dissemination is not ideal, so information repackaging was introduced.

This involves the translation of information into the language of the people; adopting the right milieu familiar to people and providing the right environment that would generate the required interest from the target group. While this involves training and retraining, the adoption of information repackaging techniques would help to redesign information to address the needs of people, especially rural dwellers. This may involve transforming printed information into oral form, using community information centers, Community Based Organizations (CBOs), radio jingles, television shows, and focus group discussions, among others.

Transformation of printed information in oral form: – The level of illiteracy in rural areas does not support reading and writing. Therefore, the delivery of oral information is the most suitable medium to reach people. Much of the existing information that people receive today appears primarily in print formats and often through media that is not easily accessible to rural dwellers. This is the reason why people trained in information storage, retrieval and dissemination skills should be used to obtain the required information and disseminate it among the rural inhabitants.

Using Focus Group Discussions: Another good method for reorganizing information is the use of focus group discussions. The information can be repackaged in the form of stories, songs and plays, and presented to a particular target group.

.

Translation of existing information into local languages: Another approach in information repackaging is the translation of existing information that appears in foreign languages ​​into local languages. The intention here is to ensure that such useful information is disseminated to the target audience with ease. Information professionals and other related organizations and agencies should be involved in this translation project.

Use of posters/flyers – The technique here is to transform information that is not accessible to rural people into posters and flyers to meet the information needs of rural people. Such posters and flyers should be designed in such a way that they attract people’s attention. They should also be placed in strategic locations, such as town squares, churches, hospitals, and other public places. Most of the time, information professionals can take some time to explain some of the posters and flyers so that the message is clearly understood.

Radio shows and jingles – Radio is still a medium that pervades all places. One of the main advantages of repackaging information over the radio is the depth of its penetration and the affordability of the radios for so many families. In addition to this, it is very easy and cheap to power the radios. Therefore, much of the information needed in print and online resources would be repackaged in local languages ​​and broadcast via radios. Program designers at radio stations should also use this repackaged information in radio jingles to create more awareness. The predominance of certain foreign languages, such as English, in program presentations should be downplayed on local radio stations to improve the listening audience in rural areas. There are many programs, both on radio and television, aimed at education and information, which need to be redesigned and presented in local languages ​​for a wider reach. Program hosts should equally consider the timing of their presentation. Since rural areas are dominated by farmers, timing should be seriously considered. The evening period is the most appropriate, since many families would have returned from their agricultural work.

Television/home videos: the use of moving images creates a situation close to real life and therefore deepens the penetration of the message. The popularity of home videos and other television programs in people’s viewing culture is no longer in question. The availability of electricity in many rural areas, while still very epileptic, has created opportunities for many families to enjoy movies at home.

The use of community information centers – Community information centers already exist in most rural communities. These centers are hospitals, churches, schools, town squares, civic centers, markets, etc., on which much is depended for the effective dissemination of information in rural areas. This makes it easier for the information to be translated into local languages ​​and disseminated through the staff of these centers. For example, teachers should participate in information campaigns through pupils and students. The Church, as another powerful institution in the dissemination of information, must be involved in public information campaigns, using repackaged information. Similarly, information campaigns should be organized in markets and town squares, where it is very obvious that rural people will have time to listen.

Community Based Organizations (CBOs) – Community Based Organizations (CBOs) have been recognized as very helpful in reaching rural dwellers with useful information. They are vital for promoting healthy living and the socio-economic development of rural areas. Among these organizations are age grades, social clubs, women’s groups, city unions, cooperative societies, youth movements, etc. Since these organizations are closer to the people, information professionals armed with repackaged information must reach these groups. However, the language of the people must be used and translated orally.

Women’s groups – Women make up one of the most formidable groups in the world. Their views on important issues of public concern are respected; therefore, it is imperative that targeting enlightenment campaigns on them generates positive results. Existing information on important, but important matters, must be reorganized to fit it. Women’s groups exist in most parts of the world. In Nigeria, for example, women in the south-eastern areas stand out for their ability to organize into groups and unions. The idea is to advise communities on crucial issues that may affect security, social life, family and education. The annual gathering of these women, along with the mass return of those living in urban areas to their various communities for this important gathering, popularly known as the “August Gathering”, is now an integral part of Nigerian social life. Information professionals could also take advantage of such opportunities by using such meetings as a means to inform and educate these rural women on issues of public interest. In most cases, this can be done through talk shows, movies, seminars, etc., in their native languages.

Community leaders: rural development activities have generally been promoted through community leaders. This group of people includes political leaders, religious leaders, village chiefs, school principals, and others in the community who command a high degree of respect and support. Community leaders form the information base in rural areas. Being the light of society, they are strategically located in obtaining correct and timely information. They often serve as intermediaries between information sources and people. As enlightened members of society, they are often involved in repackaging information obtained for the general public. Therefore, information professionals must exploit the roles of these leaders to inform their subjects about various matters of public interest. The focus here is to organize meetings with this group and then use the forum to train them on how to use the repackaged information to convey important messages.