From Policy to People: Interrogating Communication and Media Strategies for Development Initiatives in Nigeria

doi:10.36782/jcs.v15i2.2661

From Policy to People: Interrogating Communication and Media Strategies for Development Initiatives in Nigeria

Kizito Ogedi Alakwe

Abstract

Communication has evolved to be a foundational element in Human development. In Nigeria, its centrality is reflected in the consistent dissemination of information using “Queen’s English” in the media and official statements by policymakers articulating developmental goals. Plans that, if executed in partnership with citizens, will promote development. However, feedback from citizens at the grassroots indicates a substantial level of dissonance, marked by conflict and heightened trust deficit. The question arises: What constitutes the root cause of this dissonance? Leveraging an exploratory sequential, mixed-method approach, which utilised surveys with 308 respondents and six focus group sessions, this study aims to interrogate the causal factors for this dissonance. Results obtained through discourse analysis and non-parametric statistics affirm that the style, language, medium and frequency of communication from the government to local communities coalesce to impact the effectiveness of communicative acts. The study thus concludes that optimising communicative acts through tailored strategies can greatly enhance the effectiveness of developmental initiatives in Nigeria. By employing culturally sensitive, multi-channel approaches and fostering community involvement, the alignment between government programs and local community needs can be significantly improved, leading to more successful and sustainable development outcomes.

To cite this article (7^th APA style):

Alakwe, K. O. (2025). From policy to people: Interrogating communication and media strategies for development initiatives in Nigeria. Journal Communication Spectrum: Capturing New Perspectives in Communication, 15(2), 120-136. http://dx.doi.org/10.36782/jcs.v16i1.2661

Keywords

communication for development; communication channels; participatory communication; communication strategies; media ecology

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