STRETCHING THE FRONTIERS OF DEVELOPMENT COMMUNICATION IN A DIGITAL ERA: EMERGING CONSIDERATIONS

Abstract

The study thrust is anchored on an overview of development communication studies with a view to highlighting its conspectus, dislocations occasioned by technology, and adaptations to the exigencies necessitated by technological advancements. Galvanized by scholarly reverberations, the study sought to contextualize the challenges and prospects of development communication studies in a digitized era. Premised on the technological determinism theory the study highlights how the introduction of every new technology changes society in unexpected ways. The ontological, epistemological, and axiological assumptions of the theory elucidate seamless adaptations to the inevitable changes in media forms and value formation necessitated by media use. Conventional library approaches and participant cluster observation underscored the study design. Inference was drawn from a compendium of secondary data. Findings showed that development communication studies, within the Nigerian space, takes into account the unique features of diverse cultures and designs culture specific programmes to ensure widespread mobilization. It was observed that since technology drives the present world, development communication propulsions cannot defer to this reality. With digital mapping and real time data analytics as core necessities in contemporary development communication studies, the study observed a systemic vacuum in epistemology and pedagogy. With this lacuna comes a dire need for digital integration, inclusivity, and adaptability. It was therefore recommended that there must be a multi-lateral synergy among interventionist agencies, development communication scholars, and media workers to mainstream consciousness on digital integration while growing in digital literacy and proficiency. By way of global impact this study holds great relevance in the light of SDGs 11 and 16.