The Use Of Traditional Media And Government Agencies’ Effective Development Communication: A Case Of Information Services Department

Abstract

Although traditional media continues to play a role in government agencies’ effective development communication across many developing countries, there remains a significant gap in empirical studies on how these tools are utilized by state agencies within Ghana’s contemporary development context. This study examines the use of traditional media in effectively disseminating development communication by the Information Services Department’s (ISD) to rural and peri-urban communities focusing on the effectiveness of the tools employed, operational challenges, and audience perceptions. Guided by Development Communication Theory and the Uses and Gratifications Theory, the study adopts a qualitative case study design. Semi-structured interviews were conducted with participants selected from ISD officials, traditional media practitioners, and community members. Thematic analysis was employed to discuss communication strategies, message relevance, and audience feedback processes. Findings revealed that traditional media platforms—such as mobile cinema vans, community durbars, and public address systems—remain culturally relevant and accessible, particularly in areas with limited digital penetration. However, their effectiveness is undermined by logistical constraints, inadequate funding, and limited opportunities for audience participation. Community members expressed a preference for interactive and localized content, while ISD practitioners acknowledged the need for improved feedback mechanisms and capacity development. The study provides insights into how traditional media can be revitalized to meet the evolving demands of public communication in Ghana. By addressing institutional and operational weaknesses, state communicators can strengthen audience engagement and improve policy uptake. The study contributes to the growing literature on development communication by foregrounding the nuanced roles and challenges of traditional media in an increasingly digital age.