COMMUNICATION FOR DEVELOPMENT IN AFRICA: TOWARDS A PSYCHOMANAGEMENT PARADIGM
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There have been diverse theoretical perspectives on African
development and communication for development in Africa. As
logical as these propositions are, their impacts on African
development seem not to have been really felt. This is because
the challenges facing the continent's development continue to
grow by day and her development situation seems getting
worse. However, a diagnosis of African development situation
reveals a fundamental leadership problem. The consequence
of this is the infusion of afro-pessimism- the idea that Africa is
doomed, into the psyche of Africans. This in tum has birthed
cohorts of other problems, like greed, ignorance, corruption,
poor self-esteem, poverty, etc. The solution to these problems
is the subject of this paper. The position here is that there
cannot be a meaningful development without reorientation of
African people and change in our value system. Thus, the
psychomanagement paradigm is all about the management of
Africans mind through effective behavioural change
communication strategies.
Keywords
H Social Sciences (General)