A study was conducted to examine the attention given to the small participatory technologies of audio and video cassettes in effecting the social change needed for the development of rural women in Nigeria. Results revealed that Nigeria's rural women are a marginalized group, characterized by poverty and high rates of illiteracy. The cultural realities of these women demonstrate that they rely mainly on interpersonal face-to-face communication through traditional channels and favor these channels over the mass media as sources of development information. However, the communication strategy for rural development is seemingly characterized by an overemphasis on mass media technology and pays little attention to small media technology that is better able to complement interpersonal communication to effect rural development. Such an approach is inappropriate and is incapable of altering, for the better, the lives of these rural women.
Media, Culture & Society, October 1995 17:615-627